- 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
- Getting Your Current Members to Invite Friends
- Through the eyes of a visitor
- Encouraging progress
- Please be praying
- Bootstrap Faith
- Know Our Hearts?
- Seldom Read But Always Evaluated
- Creating an Experience
- The Bond Between Music and Design
- The Church Exposed
- The Value Principle
- The Nike Effect: Part II
- The Nike Effect: Part I
- Starting New This New Year
- Christmas Revelation from Charlie Brown
- The Video: Speaking Starbucksian
- And The Winners Are...
- The Video: A Treasure Hunt
- The Video: We're Not Like That Church Down The Street
- The Video: Signs of Neediness
- The Video: Death to Papyrus and Comic Sans!
- The Video: Inconsistent Artwork
- A Thanksgiving Thought
- The Video: The Culture Crime
- The Video: Reserved for Barista
- The Video: Real Men Love Java
- The Video: Marketing is more than you realize
- The Video: The purpose of the video.
- What If Starbucks Marketed Like the Church? A Parable.
- re-Branding on Momentum
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?
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