Thanks for logging in.

You can now click/tap WATCH to start the live stream.

Thanks for logging in.

You can now click/tap LISTEN to start the live stream.

Thanks for logging in.

You can now click/tap LATEST NEWS to start the live stream.

LISTEN
Watch
on air now

Create a 4BC account today!

You can now log in once to listen live, watch live, join competitions, enjoy exclusive 4BC content and other benefits.


Joining is free and easy.

You will soon need to register to keep streaming 4BC online. Register an account or skip for now to do it later.

Advertisement
Advertisement
Advertisement

Vaccination marketing: How to simplify the message

Scott Emerson
Article image for Vaccination marketing: How to simplify the message

The Queensland government is pleading with more Queenslanders to get vaccinated against COVID-19.

The sunshine state is still behind most other states and territories with 68.3 per cent of people over 16 having at least one jab and 49.5 per cent fully vaccinated.

Managing director of Marketing Focus, Barry Urquhart, said it’s best to avoid making it a hard decision for consumers.

He said it’s important to imbue a sense of urgency.

“In marketing they always say, don’t talk about the features, talking about the advantages and benefits,” he said.

“So really what we are talking about here, is really it’s got to be personal, it’s got to be family oriented and it’s got to be aspirational.

“If you take those three elements talking about the coronavirus and vaccination, think about this: put aside vaccination and the jab, because that’s all part of the process.

“Encapsulate a single message based on those pillars of personal, family and above all else, aspirational.

“Here is a simple statement: your family deserves better. All of a sudden it’s not about vaccination it’s about your family.”

Press PLAY below to hear how he’d target Queenslanders in vaccination marketing

Images: Getty

 

Scott Emerson
Advertisement