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with some thoughts on how we are bungling vaccination marketing:
with some thoughts on how we are bungling vaccination marketing:
First off, the problem: In the US, we've basically solved the supply problem for vaccinations. The 7-day average for jabs peaked on April 13. All US adults are now eligible, and many states even have walk-in centers for shots.
The challenge is now on the demand side.
The challenge is now on the demand side.
Marketing is about building demand. To their credit, a number of city, state, and federal campaigns have been launched to help combat hesitancy. A lot of them look something like this one from @nycHealthy:
At first glance, it looks nice enough. Pleasant colors, some cute local imagery, and the text "NYC Vaccine For All: Safe, Free, Easy."
But anybody who has taken marketing 101 should see the problem here: this ad is about features, not benefits.
But anybody who has taken marketing 101 should see the problem here: this ad is about features, not benefits.
If I can only teach people one thing in marketing, it is this idea best summed up by Harvard prof. Theodore Levitt:
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”
People don't want things because they want the thing, they want what the thing means to them. You can extrapolate further:
You want the drill for the hole.
You want the hole to hang a frame.
You want the frame to see family photos.
You want family photos for belonging.
You want the drill for the hole.
You want the hole to hang a frame.
You want the frame to see family photos.
You want family photos for belonging.
Eventually it all just comes down to wanting things up and down Maslow's hierarchy of needs.
But lets go back to the vax ad: "Safe, Free, Easy"
Those are features. Those appeal to your logical brain when comparing a table of options. But they aren't the thing that makes you get up and actually WANT something.
If we just cared about features, we'd all drive minivans.
Those are features. Those appeal to your logical brain when comparing a table of options. But they aren't the thing that makes you get up and actually WANT something.
If we just cared about features, we'd all drive minivans.
Stronger messaging would focus on what the vaccine empowers you to do:
See your family. Have dinner with friends. Go to a concert. Take a vacation. Throw a party.
Don't get vaccinated because it is free, get vaccinated because you get your life back.
See your family. Have dinner with friends. Go to a concert. Take a vacation. Throw a party.
Don't get vaccinated because it is free, get vaccinated because you get your life back.
Any marketer would kill to have a product where the benefits were this good! This is the best client of all time!
We need to say WHY you should get the shot. Not just describe what the shot is. That's important, but it comes second, after we have your attention.
We need to say WHY you should get the shot. Not just describe what the shot is. That's important, but it comes second, after we have your attention.
Something like this might work for the hesitant. But what about those who are AGAINST getting the jab?
Well, then I would turn to an idea from @ThisIsSethsBlog's latest book, "This is Marketing":
"People like us, do things like this."
Well, then I would turn to an idea from @ThisIsSethsBlog's latest book, "This is Marketing":
"People like us, do things like this."
This could be activating on whatever in-group we see ourselves as a part of:
- True American patriots like us, we get the vaccine.
- Take care of your family, take the vaccine.
- Real New Yorkers get jabs.
- All superheroes get shots.
- True American patriots like us, we get the vaccine.
- Take care of your family, take the vaccine.
- Real New Yorkers get jabs.
- All superheroes get shots.
Either way we angle it, we need to start ramping up the demand side of things ASAP. The folks on the supply side have worked miracles developing and delivering these incredible vaccines, now everybody in the demand industry needs to do our part to get arms to those shots.
