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Learn more about my journey in church and marketing.
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Nov 13 4:31 PM

The Video: Marketing is more than you realize

Nov 13 4:31 PM
Nov 13 4:31 PM

About ten years ago my wife and I left the corporate marketing world on a mission to serve the church. We had received a clear calling on our lives that drove us to leave house and home--literally. We sold a brand new house we built in Scottsdale, sold one of our cars and moved in with relatives (better know you have heard from God before you do that) in order to pursue this passion. We left two executive level salaries for a life serving churches that qualified us for welfare for several years. God sustained us. He sustains what He starts.

As we were in this transition to serve the church with God-given, world-tested, marketing principles and ideas, we were struck by how the term marketing was handled in the church. In my previous career, as a marketing professional, I had my hand in everything from market research, client profiling, customer experience development, sales analytics, pricing, sales oversight, advertising, facility decor, public speaking, branding, public relations and client billing. When we put up our shingle as a firm, churches were struck by the concept of a "church" marketing firm and routinely asked us, "Oh so you can design my mailer?" We could and we were gracious to do so, but to many churches--the small area of marketing that we call "advertising" or "promotions", was what they thought marketing was all about.

What is marketing all about? Webster’s says that marketing is “an aggregate (sum) of functions involved in moving goods from producer to consumer.” So how does that apply to the church? The sum of everything your church does to connect Christ with your members and the outside world is marketing. Many might wonder why the video is about marketing. It's because marketing (connecting Christ with people) is in your parking lot. It's on the outside of your building. It's in the way you greet me. It's in your members. It's in your message. It's in everything we do that forms the perception of who we are and what we value to the world we are called to reach.

The challenge is, if we think door hangers or websites will solve our marketing problem, then we have a bigger problem. The average church in America has less than a 15% retention rate of first-time visitors. If I owned a pizza parlor and more than 85% of the people who ate there once decided to never come back, I would think a mailer might just kill the business. It would bring people in faster and increase the speed of my demise. I, more likely, need to be working on things like... my recipe, my wait staff, my decor--anything and everything that could increase my retention rate outside of bringing more people in. The principle is stewardship. What are we accomplishing with what God is sending us? If we are not converting that, scripture would reveal that we are not ready for more (Luke 16:10).

Most churches are not successful at marketing because they don’t quite understand the fact that it encompasses every aspect of church life. They often make the mistake of assuming that marketing is about having the coolest website, but it’s so much more than that. Reality: every single church out there is currently marketing whether they know it or not—there are just some doing a great job, and some doing a not-so-great job.

The truth is, God is not as interested in promotion (mailers and the like) as He is in preparation. He is more concerned that you have created an environment to connect with and retain those who visit your church than He is with how you compelled them in—He wants you to create an environment that a non-believing visitor would actually want to stay in.

Now, don’t get me wrong. I imagine some sort of uprising where you all start yelling at me and telling me we’re supposed to be in the world, but not of it. I know that. The fact is, you don’t have to be of the world to create an environment where worldly people would feel welcomed and engaged. The truth is, not everyone is going to come back. Not everyone will accept Christ. But I pray that it will never be the way we miscommunicate with them that causes them to not come back. Take a look back at my post called A Pastor’s Prescription for More Golf. You’ll be surprised.

If this topic intrigues you, I would highly encourage you to check out the book. I spend several chapters redefining “marketing” and pouring a biblical foundation for it. In a few days I will start breaking down the video further--talking in detail what is in there and why.

© Richard L. Reising

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