Where The Church and Marketing Intersect
Last week I provided the Marketing Definition Dimensions. I would like to expand on that to examine where churches and marketing intersect. You see, all too often, when you put the words church and marketing in the same sentence it can cause a lot of misunderstanding. The reason is, that most people see marketing as advertising…and often cheesy advertising at that!
Advertising is only one component of a church’s marketing strategy. For a church, marketing encompasses all the touch-points that people connect with. The intersection of the church and marketing goes much deeper than just an advertisement in mass media. In fact, most churches do not employ any mass media (newspaper, TV, or radio) advertising. But please make no mistake, all churches are marketing…some good…some bad.
If we reflect on the touch-points that people have with a church they include:
- web site
- external church sign
- parking lot
- the building/location
- greeters at the door
- internal signage
- bulletins
- seating
- bathroom facilities
- nursery
- music/drama/projected slides
- sound system clarity
- pastors message
- welcoming friendly people
I certainly have missed additional things, but you get the picture. Marketing is defined in last week’s article as telling your story. A story is communicated in the big pictures and the smallest details. They all combine and weave together. The question is, in your church, are they all coming together with compelling excellence or are they causing confusion, creating noise, and distracting people from connecting to the main character…Jesus?
What do you think about the intersection of marketing and the church?
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