Church Marketing Controversy

By David Tonen • January 22nd, 2009

It really should not be surprising that church marketing can be a controversial topic.  I guess, sometimes, when you are in a circle of church marketers you get comfortable because most people who are in that network agree that church marketing is a necessary good.  However, many people actually don’t hold to that truth.

I think sometimes it is because people misunderstand what marketing is and what it does.  I like to say that marketing is telling your story.  Churches have the greatest story on the planet to tell.  Many people however feel that churches should not be Marketing Jesus.

David Lawrence has a thought provoking series on the go called The Church, The Brand and the Perception.  I linked to Part 3 because the comments contain worthwhile discussion.  Sharon Brown thinks

“the story has lasted 2000 years without the help of branding or any other marketing techniques”. 

I disagree!  The story has lasted because of many excellent marketing techniques.  As David Lawrence points out in Part 4,

“Jesus was a great marketer”

He was the best marketer.  He knew people.  He knew how to relate to them.  He knew their touch points.  He tailored his message so they would be forced to wrestle with it but in a way that they could “get” the message. 

Simply,we need to be more like Jesus.  He was the master storyteller and the master marketer.  Let’s dig deep and get as creative as we possibly can when we tell the story of Jesus.  Not everyone will receive it, but if we get tuned in to where people are then we can find ways to communicate the life-changing message of the “The Good News” so that people can make an informed decision.  It is the most important decision anyone can make.  I for one think we are mandated by the great commission to get to work!

What do you think?  It’s OK to disagree.  I really do want us to discuss it.

Comments(2) Church Marketing, Marketing, Ministry
  • http://www.twitter.com/brandonacox Brandon Cox

    I understand the emotional resistance people have to the idea of “marketing Jesus.” The problem is a confusion between marketing (which is basically telling a story, even the old, old story) and commercialism (which is treating the gospel as a commodity to be sold). I’m not comfortable with the commercialization of the gospel, but marketing the gospel is inevitable. Anytime we tell the story, we’re marketing. And since we’re marketing by default, why not do it well?

  • http://www.aspengroup.com Kristin Ruther

    Marketing also shows us how to approach a topic like telling your friends about Christ or church. Evan McBroom of Fishhook did an excellent video series with Good Shepherd Lutheran in Naperville. The website is driven.org. These well-produced videos show a likely scenario of how most people in Naperville would tell their neighbor about their church. It’s okay to not have the Bible memorized before you say something to your friend about liking your church. Good Shepherd is getting ready to build an awesome building addition with us (Aspen Group). Our process in visioning includes connecting the church with excellent marketing consultants like Fishhook. This church is growing before we have added any new space (over 30% new growth). Glory to you, Lord.

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