It is rare that we can
both see an organization’s marketing efforts
AND
see their results.
In detail.
But that is what is happening
during vaccination pushes.
One of our local news networks,
for example,
has been doing a great job
encouraging people to get vaccinated.
On Sunday,
Mother’s Day,
they allowed people
in the vaccination lines
to send messages
to the mother figures
in their lives.
These messages were shown
on air.
They have their younger reporters
cover the midnight vaccinations
and these younger reporters
frame it as a club-like event,
a trendy thing to do,
to be seen at.
They interview a variety of people
and then they group their reports
by those demographics.
One report would hear
from all 20-something,
usually attractive people.
One report would cover
families.
One report would focus
on older people.
The implication is
‘People like this
get vaccinated.’
They cover social media accounts
spreading news
about vaccinations.
These tactics
worked.
Some tactics
didn’t work.
We know this
because the results,
the number of vaccinations
are publicly shared.
Often the results
are broken down
by demographics.
Often the levels of government
will be open
about what drove the results.
And often the marketing folks,
in this example,
the news network,
will share what they perceive to be
THEIR contribution
to the results.
This information is GOLD.
We’re not often given
an opportunity
to see the results for marketing pushes,
not with this transparency.
Consider tracking
the vaccination marketing efforts
in your area
and compare those efforts to
the number of vaccines administered.
Learn from this process.
Apply it to your own business.