What does an “All Out” Marketing Strategy look like?

Feb 14, 2022

This article is part of the Take-Away series; where AI is applied to the Puddding database of marketing stories to identify key insights and learnings from our community of professional marketers. These insights are then summarized with clear actions for you to apply to your marketing efforts.

“Going all out” isn’t a term exclusive to athletes. When planning a marketing campaign, determining which strategies to use is often about homing in on one or two areas. But with an “all out” or multi-pronged campaign, instead you create content and messages for as many platforms and using as many strategies as possible!

At first, this sounds like a strategy that is less likely to succeed, as it spreads your resources thin. For that reason, it may not be the best strategy for some companies - but has proven to be successful for many.

This week, our Puddding AI searched through thousands of marketing stories from the Puddding community of market professionals and identified these key insights regarding what a widespread marketing campaign can do for a brand.


How to create an “all-out communications assault”!

This “all out” approach is showcased prominently through the ReThink Energy NJ campaign. The New Jersey Conservation Foundation wanted to mobilize public opinion against natural gas expansion and towards cleaner energy. Energy that is better for the land and the health of local residents.

Taft Communications worked closely with them, using their “Taft Approach”. This strategy was about using every communications method possible to get the word out. They used everything from traditional media to social media, from op-eds to ads, and even going as far as using yard signs and letter writing campaigns.

While this widespread approach could have spread the message thin, for this particular initiative it was more important for their voices to be heard by as many people as possible. This approach increased their Facebook followers by 36,000 and caused years of delays in pipeline approvals, proving that for some campaigns the goal shouldn’t be less is more, but more is more!

How to go above and beyond in an “all-out” way!

The level to which Taft branched out their communication strategies is quite an extreme one, and not possible for every brand. Whether due to budget, timing, or how it may interfere with messaging, multi-pronged campaigns are not always appropriate. But the methodology of “more is more” can still be applied with great success for smaller and more niche brands.

Sperling Interactive developed a strategy to expand the reach of the Cotting School. This strategy is a multi-pronged approach. Though the plan began simply with needing to update their website, as Sperling created more and more tabs for the school’s site they realized how widespread their audience and services truly were. Thus, it became clear that they could do far more than simply update the website. They created Google Earth style virtual tours, testimonials from students, and even a capital campaign to raise funds to improve the building and programs.

What began as a simple website redesign, became an “all out” approach to showcase not just everything the school offered but also allow the school to grow and offer even more!


Take-Aways

  • How large is your current audience?
  • What channels do you currently use to communicate with your audience?
  • Of these channels, which is the most effective? Is this the channel with the largest budget allocation?
  • If you went “all out”, which channels would you include in your strategy?
  • Do you need different messaging for each platform or can you use one message for all?
  • How can you turn your current strategy into a multi-pronged approach?


References

https://puddding.com/sperlinginteractive.com/cotting-school
https://puddding.com/taftcommunications.com/rethink-energy-nj-campaign
https://puddding.com/themany.com/everyone-is-welcome
https://puddding.com/v9digital.com/outside-the-breadbox
https://hypertargetmarketing.com/blog/the-benefits-of-a-multi-pronged-marketing-plan/
https://gotopshelf.com/articles/your-multi-pronged-approach-to-digital-marketing-what-to-include-in-your-strategy/

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