The Biggest US Marketing Challenge: What Would You Do?

Dear Reader,

Welcome to a week of mid-March holidays.

Sunday was Pi Day. No, I don’t mean apple or pizza pie.

Happy Pi(e) Day!

 

Rather, I mean π as in the infinitely irrational number, 3.14. While this holiday may only appeal to math fans, I’d use the wordplay for bakers and pizza joints.

Wednesday is St. Patrick’s Day when everyone has an Irish relative and wears green.

Why?
Because St. Paddy’s Day translates to having fun!

Happy St. Patrick’s Day

Depending on your business and audience, take advantage of these holidays to add fun to your marketing. If you missed these holidays this year, add them now to your marketing calendar for next year.

 

The major marketing problem in the US is a top news item. So—you may not realize it is a marketing problem.

Here’s what the news says:

In the US, COVID vaccine production has increased so every American adult can get vaccinated against the virus. Despite the availability, many adults do NOT want to get the vaccine.

Marketing translation:

Despite product availability, many people, who qualify for the COVID vaccine, refuse to get it—even though it is free!

Further, the news offers 3 reasons to explain why people refuse to get the vaccine:

• Don’t trust politicians and the government. This makes sense based on the 2021 Edelman Trust Barometer,
• Don’t believe news and media organizations. Again, this concern is documented in the Edelman Trust research.
• Have racial, religious, geographic and/or other reasons. These views vary by segment. From a marketing perspective, geography may sign that there is a distribution issue.

Before diving into the marketing tips, watch this humorous clip from The Daily Social Distancing Show With Trevor Noah, a late night show on basic cable (translation: low budget.) Since it satirizes news shows and media across diverse viewpoints, people watch and trust it.

In the video, The Daily Show comedian, Jaboukie, interviews Dr. Peter Hotez, a trusted medical professional regarding the COVID vaccine.

What does this video mean for your marketing?

• Sometimes putting your message into a different context makes it stand out. 

The audience knows Jaboukie makes outrageous statements to make the them laugh. By contrast, they get that Dr. Hotez is a real life doctor and understand the seriousness of his message.

 

Marketing Tips to Persuade Americans to Get Vaccines

While Free is the best way to get your audience to buy or do something, it doesn’t work for medicine. People think free medicine translates to poor quality.

When it comes to medical issues, people trust:

• Their doctor(s),
• Their pharmacist, and
• Medical experts like the CDC and the Mayo Clinic.

Marketing Tip 1: Define Your Audience
Ask who is the audience that needs to be persuaded to get the vaccine?

Since the COVID vaccine is ONLY available to adults and some of them have already been vaccinated, the audience is American adults who refuse to get a COVID vaccine. This is a diverse subset of all American adults.

Marketing Tip 2: Examine Existing Data
Find out the following:

• Who qualifies for a COVID vaccine,
• Who has received a vaccine, and
• Who refuses to get vaccinated.

Based on this analysis, determine if there are easy-to-identify segments of people who refuse to get a COVID vaccine.

If geography appears to be a factor, then work with your distribution teams.

Marking Tip 3: Talk to Sample of  “Refuse to Get COVID Vaccine” Group
To get input for your marketing campaign, ask questions like:

• What are your concerns and/or fears about the COVID vaccine?
• What would reduce the risks for you to get a COVID vaccine?
• Who or what would convince you to get the COVID vaccine?

After collecting this input, create marketing programs tailored around the reasons with the most answers.

Please stay healthy and safe. If you qualify for a COVID vaccination, get one. Also help family and friends to find appointments and get vaccinated.

As always feel free to reach out to me if you have any questions or other input that can help our broader community.

Welcome new subscribers: John, Keri, Dawn, Charles, Abhinav. Adriana, Imraan, Car, Bruno, Patricia, Vivian, Ahmet, Isabel, Rajeev, Cherise, Klara and Akramin .

If you enjoy reading the AMG Newsletter, I would appreciate it if you forwarded it to your friends and colleagues.

Happy Marketing,
Heidi

P.S.: Want Heidi Cohen to contribute a quote or other commentary to your next article, presentation, video, research and/or book? Then hit reply to this email and ask.

P.P.S: Did you miss last week’s AMG Newsletter?
Previous newsletters can be found in the AMG Newsletter Archive.

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In honor of St. Patrick’s Day, take som Irish-inspired advice for your blog.

Includes tips you can use on St. Patrick’s Day and beyond.

 

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To celebrate Women’s Month, Check what 30+ women marketers recommend to improve your career for the long-run.

 

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FEATURED ARTICLE: The ABCs of Voice Marketing

Get the inside scoop on the 3 main elements of voice marketing:

Use this data and marketing tips to create a plan to add voice to your marketing

 

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Welcome Mat Photo via Mabel Amber – https://www.pexels.com/photo/jetty-feet-sign-wooden-128299/ cc zero
Irish boy photo by Anna Shvets via Pexels – https://www.pexels.com/photo/boy-in-saint-patricks-day-costume-3876525/ cc zero
Photo of appli pie by Oleg Magni via Pexels – https://www.pexels.com/photo/uncooked-pastry-890479/ cc zero
Photo of pizza pie by Beqa Tefnadze via Pexels – https://www.pexels.com/photo/pepperoni-pizza-803290/ cc zero
Clover photo by Ravi Kayden via unsplash – https://unsplash.com/photos/aC0f6KD_zGg

The fine print