chances to hear richard
- Strategic Church Event & Leaders Forum (UK) March 2012
- En-thuse (UK) March 2012
- The Alpha Summit February 2012
- C.I.C. Training Camp February 2012
- Elevate Conference October 2011
- Kingdom Agenda Conference October 2011
- Plus Pastors' Conference (Medellin, Colombia) June 2011
- Moody Pastors' Conference May 2011
- Re-Focus May 2011
- LEAD March 2011
- En-Thuse November 2010
- MinistryCom October 2010
- NACBA July 2010
2012- 2011
- 2010
- November
- June
- May
- April
- February
- Praise God
- Please be praying...
- What Every Church Needs to Know about Marketing: Final Thoughts: If you don't pass the people test, nothing else matters
- What Every Church Needs to Know about Marketing: Part 3: Marketing is about People
- What Every Church Needs To Know about Marketing: Part 2: Marketing is Everything
- January
- 2009
December- September
- August
- July
- June
- May
- Getting Your Current Members to Invite Friends
- Through the eyes of a visitor
- Encouraging progress
- Please be praying
- April
- March
- Bootstrap Faith
- Know Our Hearts?
- Seldom Read But Always Evaluated
- Creating an Experience
- The Bond Between Music and Design
- February
- Christianese
- The Church Exposed
- The Value Principle
- The Nike Effect: Part II
- The Nike Effect: Part I
- January
- 2008
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The Nike Effect: Part II
The other day, I talked about Nike and its brilliant marketing campaign in the early nineties. Nike stood out amongst the competition in the athletic shoe industry by selling us a perceived need—inspiration—but delivering a real need—belonging.
Now here’s the question I’m posing: Do you think Nike would have been successful if they’d done a commercial without Jordan and instead used a slogan like “We make you feel like you belong”? No. It would have been a crash and burn because people wouldn’t have connected with it. Think about it—people don’t realize they need to feel like they belong, so blatantly selling belonging won’t work. You’ve got to wrap it up in something else that will connect with them.
Nike was able to grab you by making you feel like you belonged to something bigger than you. They drew you in with inspiration—something that knows no boundaries. Challenge knows no boundaries. Challenge me to go to the next level and no matter what level I am on, I will understand the calling.
What this means: don’t sell belonging by advertising and promoting it. People don’t consciously think about their need to belong and most are not aware of it until after it’s been fulfilled. For example, having a tagline like “a church where you belong” is like someone responding to an altar call without hearing the message first. We know that belonging is a human need—but most people don’t recognize that. This is something to keep in mind with every area of your church’s communications.
My question for you today is…how are you communicating to the needs of your community? What does your church provide that the community thinks it needs?
Published on Wednesday, February 11, 2009 @ 9:28 AM CDT
0 comments
Stan
So in an effort to sell "Connecting", it's not good to have a brand statement that says, "Connecting People to Christ and to Each Other?" I'm asking because I'm in the process of reworking our church's vision and 5 year plan. Read this and was inspired to think a little harder about it. Any ideas out there on ways to sell connecting without saying "connecting?"
Posted on Tue, Feb 24, 2009 @ 9:48 AM CST