- 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
Following up on my last post, when you’re hanging with the masses, one thing you should keep in mind: they aren’t going to clearly say profound things about what drives them. People don’t normally talk in a straightforward manner about the real, deep-rooted issues that actually control their decisions about life or church—aka what they are really thinking. You’ve got to learn to interpret what you do get from them. The Mountain Dew Mandate (mingling with the masses) can be broken down into the following examples:
1. Your church normally reaches a lower-middle class crowd (good people, unpretentious, but just not the "Joneses") but many middle to upper-middle class people are moving into the community and you feel that God has called you to reach them. Mingling with the masses might just be having your leadership go out and play more golf. I’m serious! Of course they shouldn’t go out as a group together, but individually spending time with members of that crowd in a place where they are found to be comfortable. You want the country club group? You have to go where they are in order to learn from them. You might feel a little weird and awkward at first, but over time, you’ll feel more comfortable and gain much insight. If you listen long enough, they will reveal how to reach them.
2. Your church is mostly middle class and you really would like to be more effective in reaching a much lower class part of your area. Spending time with the masses might mean a couple of trips to the unemployment office. There you could observe and gain insight into their experience and viewpoint. Some other options could be spending time at stores you don’t normally go to. When you’ve done all of that, you’ll have an understanding of their mind-set and your target can be geared toward connecting with them.
This research is valuable in the concept of becoming as one to win one. You will gain more understanding by watching them in their element than you could by reading about them or asking them directly. You’ll understand their underlying struggles and victories. Mountain Dew didn’t read the book about their target audience—they wrote it from experience.
© Richard L. Reising
The other day I saw someone drinking a Mountain Dew. My initial thought was “people still drink that stuff??” Then my mind wandered to Mountain Dew’s prime time. Does anyone remember how Mountain Dew completely dominated the extreme sports craze? This started in the late eighties and nineties. Mountain Dew sponsored pretty much every skate park tournament that was out there. If something “extreme” was happening, they were totally involved. Their promotional advertising was all about the “Been there! Done that!” theme. They basically created the “wild man slacker” culture that so defined the mid to late nineties. It was extremely successful for them.
The most fascinating part about it is how they created their connection with that generation. The Mountain Dew brand was purchased in the mid-60s from Pepsico and their sales were low for several decades. However, their marketing research process for their huge launch in the 80s was phenomenal—it created the foundation for their brand.
Mountain Dew plunged into the minds of a generation by lingering with the masses. They basically hired a group of college-age kids to put on Mountain Dew gear and go to some local high school campuses in black Hummers decked out Mountain Dew style. These were their tasks:
1. locate the popular, trendsetting teens
2. give them free stuff and ask them to hang out at the Hummer
3. take as many notes as they could on everything they said, did and wore.
The end result: learn what the coolest kids in school thought was cool—what was the new cool thing. What Mountain Dew did was amazing—they observed teens in an anthropological way. They paid close attention to the kids who were early adopters—cutting-edge leaders and trendsetters. Those influencers were the ones who always seemed to be ahead in hairstyles and clothing choices—introducing them before they became the popular thing to wear. The cool teenagers at the time had one thing in common that Mountain Dew milked for all it was worth: a respect for the lack of fear.
When you reach the leaders, you reach the followers. Who are you studying? How can you dedicate more of your time to learning what drives people? How can you convert that to influencing others for Christ?
It's time to mingle with the masses. We can't keep our light hidden. It's a mandate.
© Richard L. Reising
In my last post I talked about Jesus being an aerobics instructor, as well as asked us to become the master aerobics teacher. On a more serious note, remember Jesus’ ministry to the multitudes? It is the perfect comparison for the beginner, intermediate, and advanced aerobics classes.
The Beginner Class
Jesus challenged the five thousand with stories and parable and gave them physical food as well. The miracle with the fish and bread was the home run for them. Jesus was inspiring and reached them in the upper deck. This was like a beginning aerobics class. You know, where it’s pretty surface, but still a fairly good workout. The beginner class is the least embarrassing to go to and you usually drag your friend along. If you’re an experienced attendee, and you really want your friend to go, you’re not going to make them go to the advanced class with you. You’ll go to the beginning class for a couple of weeks and stand by their side.
The Intermediate Class
Jesus went across the lake and not all of the multitude followed, but many did. Those were the ones that took the next step, committing more and moving to the lower deck. Jesus taught them there and increased the depth of His ministry. This can be compared to the intermediate class. Many commit to move forward in their aerobics ability, but not everyone will. This might be what you would go to after you feel like you’ve conquered your beginner class and still want to get a good workout.
The Advanced Class
Many lingered after Jesus walked across the lake and it was time for Him to see who would move from the lower deck to the playing field. His next sermon topic was about eating His flesh and drinking His blood. Those were deep, spiritually discerning, inner-court words that only His lifers (disciples) could handle.
Jesus adjusted his ministry based on whom He wanted to connect with at the time. He found people where they were, ministered to them and challenged them toward the next level. He had different topics and preaching styles for different audiences and He put Himself in their shoes. He knew where they were and spoke on their level in accordance. It’s kind of like the stadium principles that I talked about.
Think about it. How can you reach people at all levels?
© Richard L. Reising