Marketing to the Armed Forces

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May 2011
by Linda Carlson

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Marketing to the Armed Forces

by Linda Carlson

Getting your books into military base exchanges can be challenging, and selling to such end users as military chaplains, psychologists, and family support specialists is often like trying to hit a moving target, because of frequent personnel transfers. However, given the importance of base payrolls for both military and civilian employees, you may well benefit by looking hard at your titles to see whether any of them fit an audience that is overwhelmingly young and adventurous—and often in danger’s path.

“Military Markets Demystified” (April) discussed wholesale book purchases by exchanges and book purchases by military personnel for use in their assignments, and by libraries, schools, child care programs, family support centers, chaplains, and others who provide recreational, educational, and support services. That article also provided an overview of such other potential customers as schools described as “federally impacted” because they serve so many dependents of troops, and social service and educational nonprofits such as the Military Child Education Coalition.

This article provides information about how to create awareness of—and demand for—your books by single troops and those with families, whether or not the books are being s…IBPA Members – Click here to view the full article (login required).

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