The biggest objection we hear from brands considering military marketing: "They move too often. Why invest in customers who'll leave?"
This thinking is backwards. Military mobility isn't a bug—it's a feature.
Reframing PCS as Opportunity
Every PCS (Permanent Change of Station) move creates a customer who is actively in-market for dozens of services and products. While civilian customers might need your category once every 5-10 years, military families need it every 2-3 years.
Think about everything that happens during a PCS:
- Finding new housing (rental or purchase)
- Establishing new banking relationships
- Finding healthcare providers
- Enrolling kids in schools and activities
- Setting up home services (internet, utilities, lawn care)
- Vehicle decisions (keep, sell, buy)
- Finding childcare
- Locating pet services
Each move creates urgency and intent that marketers dream about.
The PCS Marketing Calendar
Military moves follow predictable patterns:
January-March: Orders drop. Families start researching destinations.
April-May: Housing searches intensify. School research peaks.
June-August: Peak moving season. 65% of PCS moves happen here.
September-October: Families settling in, establishing local services.
November-December: Quiet season. Focus on retention.
Smart marketers time campaigns to this calendar.
Reaching Families at Each Stage
Research Phase (Jan-May)
- Installation guides and base information sites
- "Moving to [Base Name]" search keywords
- Spouse groups discussing destination
Moving Phase (June-Aug)
- Relocation services advertising
- Welcome packets at installations
- Newcomer briefing sponsorships
Settling Phase (Sept-Oct)
- Local service directories
- School and activity advertising
- Community event sponsorships
Building National Programs for Local Relevance
The best military marketing programs work at national scale with local relevance:
- National brand awareness through military publications
- Local fulfillment through franchises or regional partners
- Consistent military discount that works everywhere
- Flexible policies that accommodate military life
A family learns about your brand at Fort Bragg, then finds you again at Joint Base Lewis-McChord. Consistency builds trust.
The Lifetime Value Calculation
Don't calculate military customer value based on a single location. Calculate it across a military career:
- Average military career: 6-20 years
- Average moves: 4-8 during career
- Each move: potential transaction
- Plus: referrals to incoming families
That "customer who moves away" becomes a customer who needs you again in 2-3 years—and brings friends.
Making Relocation Your Advantage
1. Track military customers - Know when they're likely to PCS
2. Create transition programs - Make it easy to continue service at new locations
3. Build referral programs - Incentivize recommendations to incoming families
4. Partner with relocation resources - Sponsor guides, newcomer events, welcome programs
5. Maintain relationships - Email marketing that follows them, not just local campaigns
Stop seeing military mobility as a marketing problem. Start seeing it as the constant-intent opportunity it actually is.