Connecting your brand with the military
community Influence-Central.com | MiliaryOneClick.com
Capabilities Deck
• Influence Central helps companies develop
meaningful conversations, connections, and
communities with your target audien...
Expertise in the Military Market
In-depth studies that look at how
Military Families are using digital in their
everyday l...
Meet Our Partners, MilitaryOneClick
Military life isn’t easy. That’s why MilitaryOneClick.com is
the best site for militar...
The MilitaryOneClick Community
MilitaryOneClick.com 5
MilitaryOneClick team members work remotely from
military regions ac...
• Together Influence Central and MilitaryOneClick
develop meaningful relationships between brands
and military families
• ...
Clients & Partners
Influence-Central.com 7
Military Influencer Marketplace
Influence-Central.com 8
Military Consumer Snapshot
In March 2014, Influence Central surveyed
over 400 Moms and women for their insights
into the c...
Marketing to Today’s Military Families
Discounts drive purchasing behavior
• Military families value a discount so much th...
Marketing to Today’s Military Families
Travel and Vacation
• On average, 57% of Military families visit family
members 1-2...
Meet our Military Families
Influence-Central.com 12
Who Are Our Military Influencers?
Our IC military network consists
of over 100 top military Moms
and continues to grow
mor...
Our Dynamic Approach
Influence-Central.com 14
Understanding Industry Intricacies
Legal
Parameters
Government
Regulations
Longitudinal
Competitive
Expertise
Social Media...
Elevating Blogger Relations
Influence-Central.com 16
Hand-selected &
vetted for tone,
editorial quality,
reach, and
look/f...
Strategic Engagement
Social
Media
Campaigns
Website +
e-newsletter
(Ad Space)
Blogger
Networks
Engagement
Boots on
the Gro...
Influence Central Activations
Influence-Central.com 18
Ambassador
Programs
Events and
Sampling
Influencer
Activations
Twit...
Activate a group of Influencers to leverage their far-reaching blogs and social
media networks as part of an ongoing relat...
Elevate blogger engagement programs with activity on key social social
media sites. Identify moderators to drive conversat...
Reaching Military Moms:
MilitaryOneClick.com
MilitaryOneClick.com reaches military
families around the world by providing
...
Building a Campaign
• At Influence Central, we strongly
believe in working closely with each of
our clients to develop a p...
How We Measure
Influence-Central.com 23
IC will create a tailored measurement strategy to ensure a comprehensive analysis ...
Case Studies
Helping military families
connect with valuable
brands
Influence-Central.com 24
Generate awareness of the
MetLife’s dedication to the military
and promote fun interactions with
the brand
MilitaryOneClic...
Engaging Influencers
Influence-Central.com 26
Name
Title
email
phone number
Name
Title
email
phone number
Connect With Us!
Influence-Central.com 27
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How to market to the Military - First Ever Military Consumer Research Study

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Research respondents included spouses of active duty and retired personnel, as well as Moms of military service members, with near equal representation from the U.S. Marine Corps, U.S. Army, U.S. Navy, and U.S Air Force. These findings shed new light on shopping behaviors, retail preferences, travel habits, and big-ticket purchasing decisions of military spouses and Moms – and revealed an array of insights on what motivates this demographic when making consumer choices. The survey consisted of questions specifically targeting over 25 Fortune 500 Companies such as; MetLife, USAA, Navy Federal, Wal-Mart, Target, Lowes, Home Depot, Toyota, Ford, GM, Amazon, La Quinta Inns & Suites, Marriott, Disney, Sprint, AT&T and more.

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How to market to the Military - First Ever Military Consumer Research Study

  1. 1. Connecting your brand with the military community Influence-Central.com | MiliaryOneClick.com Capabilities Deck
  2. 2. • Influence Central helps companies develop meaningful conversations, connections, and communities with your target audience • As social media strategists, we help guide your initiatives to communicate effectively with your target market within the space • We reach Influencers and activate them in powerful word-of-mouth programs • We engage Influencers to take action and recommend your brand, fueling awareness, engagement, product trial, and sales • We provide a breadth of consulting services including trendspotting, research, and social media strategies, such as Influencer Activations and Twitter parties • We work with over 300 national brands and offer capabilities with Moms, Dads, Canadians, Millennials, Military families and Empty Nesters. Who We Are Influence-Central.com 2
  3. 3. Expertise in the Military Market In-depth studies that look at how Military Families are using digital in their everyday lives Ongoing analysis of what brands are doing in the Military space Monitoring the social landscape for trends Annual Research Reports Brand Watch Trend Reports Social Media Listening Monthly reports on various topics/verticals Leaders in Social Media Marketing Influence-Central.com 3
  4. 4. Meet Our Partners, MilitaryOneClick Military life isn’t easy. That’s why MilitaryOneClick.com is the best site for military families. The site categorizes thousands of resources, and the company gives a “stamp of approval” to brands that make life a little easier for military Moms. This process helps both military Moms and supportive brands. MilitaryOneClick works hard to stay ahead of the curve using the latest technology, up-to-the minute market research, and trending topics to bring relevant content to our audience and maximize brand awareness. Value Generation One Step Ahead Leaders in the Military Spouse community MilitaryOneClick team members are active in the military community (some even live on military installations), and they have real experience with military life and an extensive network of key influencers around the globe. Real Connections MilitaryOneClick is a federally registered woman-owned business and member of the Department of Defense’s Military Spouse Employment Partnership. Their new partnership with Mom Central has enabled them to extend their reach and further their mission of supporting the military community. Government Approved Influence-Central.com 4
  5. 5. The MilitaryOneClick Community MilitaryOneClick.com 5 MilitaryOneClick team members work remotely from military regions across the country and around the world…
  6. 6. • Together Influence Central and MilitaryOneClick develop meaningful relationships between brands and military families • Influence Central provides experience from working with over 300 national brands and various influencer demographic segments • MilitaryOneClick possesses insider information about the military community, leveraging a website with blogs, news, and resources to help navigate military life • As social media strategists, our team helps guide your initiatives to communicate effectively with Influencers within the military space • Our partnership enables us to activate military influencers in powerful social media programs strategically designed to spread authentic, word- of-mouth dialogue Strength in Partnership Nationally recognized influencer marketing team partnered with Military family experts Influence-Central.com 6
  7. 7. Clients & Partners Influence-Central.com 7
  8. 8. Military Influencer Marketplace Influence-Central.com 8
  9. 9. Military Consumer Snapshot In March 2014, Influence Central surveyed over 400 Moms and women for their insights into the consumer habits of military families. Military families have a unique lifestyle that includes frequent relocations, extended periods of separation, higher levels of education, and close networks of friends and neighbors. 92% of military families make purchasing decisions based on military discount1 88% of military moms use social media to communicate with others3 Military families move every 2-3 years, 2.4 times more than civilians2 2.4 x Military spouses are women under the age of 3524 5OUT OF 73% of military children are younger than 12 years old2 1. MCC & MOC Survey, 2014 2. Population Reference Bureau, 2011 3. Blue Star Families Lifestyle Survey, 2013 Influence-Central.com 9
  10. 10. Marketing to Today’s Military Families Discounts drive purchasing behavior • Military families value a discount so much that 67% would travel further than 15 miles to shop at a store that offered a military discount. But, this discount could be no lower than 10% and ideally 20%+ off a select item • When it comes to coupon clipping, 68% military families both download them online and cut them out from a magazine/newspaper/circular to help save money on products • Depending on the size of the discount, 64% of Military families would switch mobile carriers based on a military benefit • When shopping for clothing for themselves, 79% of military families choose to shop in-store as opposed to online • Though the military community shops off-base for most retail needs, many military families shop for groceries from on-base military commissaries Influence-Central.com 10
  11. 11. Marketing to Today’s Military Families Travel and Vacation • On average, 57% of Military families visit family members 1-2 times per year, and 59% travel to a resort or amusement park at least 1-2 times a year Home and Vehicle Purchase • Other findings illuminate that most military families own only one home (65%) rather than rent (35%) or own multiple properties (12%) • 95% of Military families would rather purchase a car than lease one • These families also extend their quest for consumer value to car purchases, as 81% of families prefer to purchase a car from manufacturers that offer a military discount • 49% of Military families have life insurance in addition to SGLI (service group life insurance) Influence-Central.com 11
  12. 12. Meet our Military Families Influence-Central.com 12
  13. 13. Who Are Our Military Influencers? Our IC military network consists of over 100 top military Moms and continues to grow more than 100 bloggers active across all major platforms Diverse interests & editorial focus Influence-Central.com 13
  14. 14. Our Dynamic Approach Influence-Central.com 14
  15. 15. Understanding Industry Intricacies Legal Parameters Government Regulations Longitudinal Competitive Expertise Social Media Politics Influence Central works with a variety of brands across industries, we understand each unique space and the challenges brands face with competitors, government regulation and consumer perception. Experience Influence-Central.com 15
  16. 16. Elevating Blogger Relations Influence-Central.com 16 Hand-selected & vetted for tone, editorial quality, reach, and look/feel Activated based on family demographics, location, personal interest, and passion for specific brands Reliable based on predictability in participation and engagement Our relationships with bloggers built longitudinally over years of campaigns and opportunities provide reliable participation rates and predictable results. Continually tracked for experience and engagement in the space
  17. 17. Strategic Engagement Social Media Campaigns Website + e-newsletter (Ad Space) Blogger Networks Engagement Boots on the Ground Events Influence-Central.com 17
  18. 18. Influence Central Activations Influence-Central.com 18 Ambassador Programs Events and Sampling Influencer Activations Twitter Parties Research and Insights Social Media Canvassing e-Commerce Reviews
  19. 19. Activate a group of Influencers to leverage their far-reaching blogs and social media networks as part of an ongoing relationship with your brand, over a number of months, through numerous posts Influence Central Activations Engage passionate Influencers to build brand awareness through a timely and concentrated blogger engagement program Execute sponsored get-togethers in homes across the country and/or drive attendance of key online and offline influencers to attend brand-sponsored events Understand your target and pinpoint messaging that resonates with Influencers through polls, online focus groups and research Develop fast-paced online conversations between a brand and Influencers on Twitter through a unique, one-hour experience Influence-Central.com 19 Ambassador Programs Influencer Activations Influencer Events Research and Sampling Twitter Parties
  20. 20. Elevate blogger engagement programs with activity on key social social media sites. Identify moderators to drive conversations for your brand or activate influencers to link to, or post on, your brand’s social networking platforms Influence Central Activations Social Media Integrations Secure reviews on top online retailers through targeted product-testing and sampling to increase SEO and visibility on key e-commerce sites e-commerce Reviews Reach our Influencer Testing Panel with brand communications, exclusive offers and product sampling Sampling, Coupons and Offers Editorial Content Influencers Secure brand-sponsored coverage on InfluenceCentral.com through feature articles, advertorials, blog posts and spokesperson Q&As Engage Mom, Dad, Empty-Nester, Millennial and Military bloggers and influencers for Ambassador Programs, Influencer Activations, Twitter Parties, surveys and other activations Influence-Central.com 20
  21. 21. Reaching Military Moms: MilitaryOneClick.com MilitaryOneClick.com reaches military families around the world by providing valuable information in one click! Features include an extensive resource library, the latest news, inspiring blog articles, upcoming events and more! Reach is extended with a weekly e- newsletter, boots on the ground events and an active social media presence. Average time on page 3:50 Increase in pageviews since March 2013 200% Of traffic from mobile devices 50% Including military bases 100+ countries Influence-Central.com 21
  22. 22. Building a Campaign • At Influence Central, we strongly believe in working closely with each of our clients to develop a program that fits their needs. • Each proposal is personalized and created to accomplish specific objectives whether you’re looking to support a new product launch, build ongoing conversation about a brand with its most influential advocates, drive attendance an event, distribute samples to a targeted audience, collect targeted feedback – or more! • From far-reaching, multi-platform executions to highly specialized and targeted programs, we look forward to working with you to developing a break- through strategy that creates the buzz and engagement you most value. Custom programs that align with your strategic goals and program scope Influence-Central.com 22
  23. 23. How We Measure Influence-Central.com 23 IC will create a tailored measurement strategy to ensure a comprehensive analysis of program results and how the campaign created movement in the wider social/consumer space. We can track: Viral Activation Share of Voice Reach / Impressions Engagements SEO Influence / Authority 4 29 % Star Rating s
  24. 24. Case Studies Helping military families connect with valuable brands Influence-Central.com 24
  25. 25. Generate awareness of the MetLife’s dedication to the military and promote fun interactions with the brand MilitaryOneClick works with MetLife to increase awareness about its Military Dental Program (TDP). The goal is to promote the benefits of the program and build trust for the brand through a variety of campaign strategies. Generating Awareness for MetLife’s Military Dental Program Custom FAQ Page Contests + Giveawa Encourage enrollment and answer questions about eligibility “Where in the World is Military Snoopy?” Share facts, updates, and positive stories about MetLife TDP to build confidence in the program Robust Social Media Influence-Central.com 25
  26. 26. Engaging Influencers Influence-Central.com 26
  27. 27. Name Title email phone number Name Title email phone number Connect With Us! Influence-Central.com 27
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