Marketing is a systematic process as opposed to a grab-bag of tools. That applies to business and ministry.
More importantly, marketing is about putting forth an authentic representation.
We’ve said it a thousand times, but we subscribe to the definition of marketing as defined by John Jantsch of Duct Tape Marketing (Randy is a DTM authorized coach in Fort Worth – and we’ve used DTM principles in all of our small business clients) – we see John’s definition of marketing just as relevant for ministries and churches:
Marketing: getting people with a specific need or problem to KNOW, LIKE and TRUST YOU!
It’s NOT a shoot-from-the hip style of marketing. That means you market without any plan or strategy.
It’s NOT copycat marketing – doing what other churches have done just because it seemed “cool” to do.
It’s NOT a bunch of “random acts of promotion” – where all we do is use “marketing” when you’re launching a new sermon series or building campaign.
Marketing is systematic, comprehensive and has the long-term strategy of building trust.
The problem is that people have abused “marketing” in the church. Promises made in marketing should match their experience with your ministry. The community around you is plenty suspicious and likely skeptical, even coming from a background of being burned by the church. If you play it up in your marketing as something you are NOT, they’ll not only be disappointed and never return, they’ll label you hypocritical and spread the message to others. If done poorly, marketing can also be a hindrance to growth.
Be real. Authenticity, please!
Marketing is all about communication. It’s not gimmicks, slick promotions, or misleading manipulations (although each of those descriptions are based on bad experiences people have with marketing). If your ministry will consistently thinking of the KNOW, LIKE and TRUST model, it will transform your thinking on marketing. You will see marketing more as a communication vehicle – maximizing your voice to the community and to the world.
-Randy
* Have you heard about our $49 marketing program for churches? It’s a marketing “workout” each month!