Church Marketing 101 - PowerPoint PPT Presentation

1 / 36
About This Presentation
Title:

Church Marketing 101

Description:

– PowerPoint PPT presentation

Number of Views:815
Avg rating:3.0/5.0
Slides: 37
Provided by: johnch1
Category:
Tags: church | marketing

less

Transcript and Presenter's Notes

Title: Church Marketing 101


1
Church Marketing 101
  • Scott Vaughan, S.C. Baptist Convention
  • Seminar, September 2002
  • Chandler_at_vbmb.org

2
We are born to communicate
  • The multiple cries of a baby
  • Tired
  • Dirty
  • Whiny
  • Hungry
  • Aggravated

3
Yet churches dont work on it.
  • Hierarchy of committees
  • Finance, personnel, nominating
  • B/G, fellowship
  • Communications
  • A bad newsletter nobody wants to read or write

4
Church Start Up 2 or 25?
  • Church plant with budget of 50,000
  • How much should we plan to spend on marketing?
  • If 2k, youll be out of business within 2 years
  • What business would spend all its money on
    property and inventory and none on advertising?

5
Five Building Blocks of Marketing
  • Understanding people
  • Creating ministry
  • Positioning to communicate
  • Preparation for guests
  • Clean up/follow up

6
1. Marketing is about understanding people.
  • Specifically, about what people want
  • Not what they need

7
2. Communication
  • Having understood what people want, we then
    define, refine, and create ministries to give
    them what they want
  • you have to catch em before you clean em
  • Start with what people want, move to what people
    need

8
3. Positioning
  • Branding ourselves
  • Developing our niche or reputation within the
    community as a provider of services that people
    want

9
Why are there 5 detergents?
  • Gain, Dreft, Bold, Tide, Cheer
  • All Procter Gamble
  • Segment your market, target your segment

10
4. Preparation for Response
  • Are we ready for the people who show up?
  • Attending to the customer comfort of our guests
  • Cleanliness of restrooms and nursery
  • Signs (external, internal)
  • Air temperature (be cool!)
  • Inclement weather

11
5. Clean up, follow up
  • Learning from what went wrong
  • Are ministries attended?
  • Ministries beyond shelf-life?
  • Ministering from our strengths?
  • Making appropriate on-the-fly adjustments

12
we see through a glass, dimly1 Corinthians
1312
  • The Mirror
  • looking at who you are
  • Prayer our calling?
  • Understanding our D.N.A.
  • The Window
  • looking at your community
  • Geography (drive time)
  • Demographic R.A.G.E.
  • race, age
  • gender, economics

13
Gender 101
  • Market to women
  • They control the family calendar
  • Influence the family
  • The women get the family there, the children keep
    them there
  • did you have __ today?

14
Econ 101
  • Household income is more likely than any other
    factor to determine world-view
  • Under 15k poverty
  • 15-35 Lower middle
  • 35-75 True middle
  • 75-150 Upper middle
  • 150-Million Over-class
  • Million -- Rich

15
Income and Worldview
  • Income is closely tied demographically to
    education
  • Education is closely tied to willingness to
    receive innovative ministry
  • H.U.P. you will reach people who are like you!
  • Find out where your church is first, then your
    community

16
A Painful Conclusion
  • Fact People will tend to go to church with
    people who are just like them
  • H.U.P. not prescriptive, but descriptive

17
Bridges and Chains
  • Reality if you are not like the community you
    are called to reach, you have to build bridges
    and chains
  • A pastor who looks not like the congregation but
    the community it wants to reach

18
Five Places to Start
  • Marketing 101 priorities
  • Will take a budget!
  • Typical business spends 3-5 of budget on
    marketing
  • Typical church 0-0.5
  • No particular order

19
1. Do the research.
  • Start internally, within the congregation
  • Never survey for opinions, only info!
  • Then, get local demographics
  • School board, chamber of commerce,
    www.claritas.com

20
How to get research information
  • Give ranges (age, income)
  • Never, never, never ask church people for their
    opinions on a survey!
  • Once you ask how people feel and they put it down
    on paper, it is then fact and they expect you
    to do something about it

21
Better telephone
  • Selling the Invisible, Harry Beckwith
  • Call church folk at home
  • The anonymity and distance lead to truthfulness
  • The conversational format leads to appropriate
    expectations

22
What church people want
  • To know there is a loop.
  • To believe that theyre in it.
  • Think in terms of communication streams
  • Multiple, redundant (8x)

23
Build a work-group who will carry out research
assignments.
  • Find sales reps, etc. in your congregation who
    can tell you about your territory
  • Have them build relationships with local
    officials and celebrities (golf pro)
  • Include working moms (70)

24
2. Build local media relationships.
  • Make friends with local editors and station
    managers
  • Take the controllers to lunch -- or host
    luncheons
  • Think of publicity (free) as well as advertising
    (you pay, but get control)

25
3. Position your church within the local
community.
  • Make yourself known as an organization committed
    to building local quality of life
  • Communicate the benefits of what your church
    offers in multiple, redundant ways

26
Beyond who, what, when, why, where
  • You cant tell strangers the simple facts of what
    youre doing and expect them to show up
  • Many of your own people wont!
  • Instead, communicate the benefits of your events
  • well teach your child how to pray

27
Goal Penetration and Saturation
  • Penetration creating awareness of your ministry
  • Saturation giving a market all of the ministry
    it can handle
  • Achieved via promotional pressure

28
Promotion Pressure
Event launch
Telephone campaign
Personal calls
Best ads, direct mail, reruns
Direct mail, banners, media reps, boards
Where the battle is won (family calendar 6-8
weeks
Bulletin, etc.
Start talking about event internally (keep church
in the loop)
4 months
3
2
1
29
4. Begin to address branding issues
  • Build a consistent positioning of the churchs
    image
  • Avoid crosses, doves, fish, architecture
  • Standardize!
  • Logo, color, font, slogan, stationery (ie.
    McDonalds)
  • Become hard-nosed on moving away from flyer
    mentality
  • People want you to look professional because it
    communicates that you care about what you do

30
5. Evaluate how you are receiving guests.
  • Share spies with another church
  • Have a good demographic of people on your greeter
    ministry so they can connect with a variety of
    people who look like them
  • Look at creative ways of getting guest info for
    database
  • Nursery, check-writing, giveaways in exchange for
    data

31
Your Marketing Tone Shark?
  • Go into a feeding frenzy when sniffing blood
  • Go into a feeding frenzy when sniffing blood
  • Eat indiscriminately
  • So aggressive that they have been known to devour
    their own young
  • Tough skin will scrape others on contact

32
Tone Carp?
  • Sluggish bottom feeders that often eat their
    weight daily
  • Considered to be a trash fish not a
    sport/fighting fish
  • Inedible
  • Most often used for decoration only (goldfish)

33
Sharks violate the relationship in the name of
the Gospel.
  • Carp violate the Gospel in the name of the
    relationship.

34
YES-Instead Market like a Dolphin!!
  • playful
  • intelligent and alert
  • smooth/supple/flexible
  • responsive to surroundings

35
Smart Marketing
  • Will help your church connect
  • The Gospel
  • Your church
  • The community

36
Church Marketing 101
  • Dr. John P. Chandler
  • Courageous Churches
  • Virginia Baptist Mission Board
  • John.chandler_at_vbmb.org
  • Copy right John P. Chandler, 2002
Write a Comment
User Comments (0)
About PowerShow.com