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Aware of the importance of vaccination against Covid – 19, several companies have determined to join the efforts to urge the population to be immunized and, in this way, send a message of empathy, but also of brand positioning .
In recent days, the social networks of companies like Krispy Kreme have announced that will give donuts to all the people who have been vaccinated whether they are customers or employees, to access these they only have to show that they already have been immunized .
Meanwhile, retail firms like Kroger are giving their employees $ 100 in store credit, plus a one-time payment of $ 88 dollars to be vaccinated .
Another example of efforts to promote vaccination has been made by the supermarket chain Publix, which will give associates a $ 125 gift card to use in store after they receive the
This phenomenon may be novel and attractive for potential clients of all participating firms in the promotion and awareness of the importance of getting vaccinated throughout the country, without However this strategy is new and is part of the marketing strategies to position brands .
Álvaro Rattinger, marketing expert and founder of Merca 2.0 magazine, in his different editorial deliveries maintains that one of the reasons that generate value in brands is understand the social context and take advantage of it through applicable strategies .
Under this premise companies that have brought to light promotions related to vaccines, with the objective of changing the idea of many citizens, who have Given the possibility of immunization, therefore, by rewarding the population , brands will be seen as references of empathy and will position an image of good reputation
According to a report from the Society for Human Resource Management, nearly a quarter of employed Americans who will likely or definitely not get vaccinated would consider getting vaccinated if were offered a cash bonus or incentive.
Based on the most recent count, the 88% of organizations are unsure or have no plans to offer incentives to promote vaccines . This situation is being exploited by Krispy Kreme, Kroger, among others.
Ingrid Ordoñez, professor at ESI School of Management, argues that the value of a brand has to to do with the experiences that a certain firm offers its consumers, resulting in an “emotional fusion that creates a belonging” .
Based on the postulates of Rattinger and Ordoñez, the brands that are promoting vaccination and, at the same time, rewarding customers, as well as employees, are reading the pandemic context with in order to create lasting ties with customers .
In various installments related to marketing strategies, the YouTube channel Negocios y Emprentación, ensures that regardless of the social or economic contexts, if a brand provides you with satisfying experiences customers, they will return without thinking.
The fact that various companies take out promotions and incentives for citizens to get vaccinated, without a doubt, not only has a purpose that will positively impact the health of millions of Americans , also, it will make people feel close and faithful when consuming the products.
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