The One Strategy That Gets Results (even when others don’t)
Today, we’re going to share with you one of our most effective marketing strategies. We call it our strategic multichannel approach, or “echo” effect. This approach uses many different platforms to project one message. We’ve found it to be very effective in the past and we have the numbers to prove it!
This strategy is a strong foundation for many of our client projects across the private, nonprofit, and political sectors.
It’s the reason we (still) use print, direct mail, and TV advertising in a so-called “digital world”.
It’s why we have accounts on multiple ad platforms and train our team members to use them all.
It’s the reason we keep our minds open to discovering new platforms and outside-the-box ideas.
And it’s one of the many reasons creative, message, and uniformity are so important.
So what exactly is the strategic multichannel approach?
It’s essentially the idea that using multiple platforms to reach the same audience will be more successful than reaching them through just one. Instead of investing in only one medium (digital ads, for example), we “echo” the same message across multiple media. For example, spending your entire budget on Facebook ad campaigns is much less effective than investing across the board on display ads, Facebook ads, and print mailing pieces. Diversifying your approach can help you better achieve your goals and also cost comparatively less.
How does it work?
The theory is that multiple channels yield a combined impact that is far greater than merely the sum of the channels. The goal is to amplify your message by targeting viewers through multiple platforms. For example, the same people who see your ads online will open their mailboxes (or inboxes) and find another piece of content addressed directly to them. This approach cements your message, brand, or product firmly in your audience’s mind because they see your content more often and in varied contexts.
In our experience, this approach has resulted in greater brand recognition and an increased likelihood for viewers to take action. We use the concept of “echoing” often in our marketing strategy — both for ourselves and for our clients. Granted, it looks a little different depending on the client, industry, and campaign goals. In a political campaign, you may just want your name to be recognizable so voters remember it on election day; whereas for a privately owned business, you might want to persuade viewers to buy a specific product or drive traffic to your website.
Examples of Past Success
Here are just a few projects where we’ve employed our multichannel strategy — in different sectors and with different goals — and the results:
The Tri-County Office on Aging (Nonprofit)
We worked with the Tri-County Office on Aging, a local nonprofit, on their Giving Tuesday campaign in late 2015. The TCOA’s major goals were to raise funds and gain volunteer sign-ups. We used a Facebook ad campaign and email solicitation to multiply — and therefore amplify — their message. The subscribers from our list would first read the TCOA email and then see the TCOA Facebook ads in their newsfeeds to further cement the organization in their minds and encourage them to take action.
As a result, the TCOA saw a 79% increase in their number of donors from the previous year, and they raised 53% more funds online.
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Flint Public Library (Political Campaign)
We also employed the multichannel strategy in our work with the Flint Public Library. The Library needed a millage increase to be approved in order to continue providing vital services to the community, which meant that Flint residents needed to vote “Yes” on Election Day. For this project, our main goal was brand recognition — we needed to make sure the Flint Public Library stayed in voters’ minds as the “fabric of Flint.” In order to achieve the best results, we created digital ads as well as print mail for our target audience of Flint voters.
On Election Day, the millage increase for the Flint Public Library passed with a commanding 73.4% of the vote — a far greater winning margin than projected.
Regardless of the variations associated with running campaigns for different industries and client types, we’ve learned that the strategic multichannel approach produces success time and time again. If you’d like to talk with us about creating a strategy for your campaign, business, or organization, please get in touch! Leave a comment below or email email@example.com.
Amy Libka is CMG’s Crafter of Strategic Communication. Amy combines strategy and creativity to help clients communicate as effectively as possible. She is passionate about clear, effective communication, and enjoys crafting messages that help individuals and groups achieve their goals. She specializes in creating content and managing digital advertising campaigns for a diverse group of clients.