I discovered this concept and this company a few months ago.  This was very impressive.  In fact, I did a google search for this after a dealership that I worked in had an experience where a sales person completely disrespected a customer that was a vet.  This was not just any vet.  This person was special.  This customer had been responsible for finding Saddam Hussein.  I will attach a separate blog with photo of the situation.

It made me think that a program for vets would be a great idea.  We have already talk about showing appreciation to women but what about vets?  Does your dealership have a marketing plan for vets?