Simply Say It!
I have been saying for the past couple of years that marketing has a bad reputation. This is probably not a stroke-of-genius comment to you. People (and you are probably one of them) think marketing is gimmicky and out to take advantage of them – that it is trying to make them buy something they don’t want or need – that it is all hype and no substance. Some people think marketers are modern day pirates, playing one big shell game…all too often, they (and probably you) are right.
Marketing Poorly Marketed
When it comes to marketing within churches, as Jeremiah points out, Church Marketing is Poorly Marketed…
“the word marketing carries the unintentional meaning of commercialization. Marketing as a word is jargon - insidese – which excludes non-marketers due to the unintended connotations. This is reinforced since most marketing “shop-talk” is about traditional or current commercial marketing techniques. Church marketers pursue a noble mission, but shoot themselves in the foot trying to broaden other people’s horizons. Skip the jargon and speak to lay people plainly.”
Tell Your Story
Marketing is simply communication. It is the telling of your story. As Jeremiah indicates earlier in his post, marketing includes all the traditional communication methods and tools we come to expect from “marketing” but also includes the subtleties and often unintentional and intangible things that shine out from within our individual church cultures. It is our overall presentation and the message that these communicate when people connect with us.
Marketing in its traditional sense doesn’t have to be gimmicky, but it does have to be communication that is compelling, succinct, and in 2009…it has to be genuine. Think of any story you have heard, any movie you have watched. The ones that capture you and take you on a believable and enticing journey are the ones you love…and the ones you remember! People are almost always engaged and connected to real-life stories that are told with authenticity.
The Marketing Journey
Marketing is not a quick fix. It is not a one shot deal. You don’t accomplish much through one, nonstrategic blast. Marketing is a journey. The story is more than one chapter. It takes time. It takes a strategic map, an action plan, an implementation time line, and an assessment process. That however is only true if it is done with excellence. Then and only then does it have value, impact, and effectiveness.
Sadly, church marketing does suffer from its own bad PR. All too often those who attempt to convey the value of the process do a horrible job educating those who need to be taught what it is and how it can help communicate the life-changing message of Jesus with magnificent impact. Jeremiah is right…marketers within churches need to simplify and speak a language any church leader can understand. Time needs to be taken to educate, encourage, and hand-hold leaders so they can learn and feel confident that this whole marketing process is good for them and their church. Marketers need to earn the leader’s trust.
Educate and Impact
So, with all that said, I intend to work hard at stripping away the jargon and educating church leaders about the validity of marketing to their particular church. There is nothing more important than helping people connect with Jesus and begin that life transforming journey of faith, hope and love. In 2009, I will (and I hope you will too), do everything I can to help churches and Christians share the most important message of all. The more successful we are, the greater the impact our churches will have in helping people experience the joy of a daily walk with Jesus. Let’s make a difference this year.
Are you with me?
(photo credit: photobucket)
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http://www.egracecreative.com Brandon Cox
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http://www.egracecreative.com Brandon Cox
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http://www.marketinginprogress.com Brett Duncan
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http://www.marketinginprogress.com Brett Duncan
