- 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
I love signage. Signage means so much. When you have a birthday and your family hangs a sign they made up over the door—when the military returns home from war and they are met with poster-board signs of affection—every time you see it, signage conveys value. It says "you are important, and we thought of you in advance."
In our video there were two signage statements we were making—one blatant and another hidden. The "RESERVED FOR..." parking signs did the job that signs do: they expressed value. They said, "These people are important to us." In our video, the visitors were not valued, just the ones who ran the show: the barista, the manager and the manager's wife. Without realizing they were doing it, they were saying with signage that, "These are the preeminent people. This is who we value as an organization."
The hidden statement is that there were no signs for visitors whatsoever. Not parking signs, not welcome signs, not even signs telling them where to enter. In our original cut, we had the couple ask, "Where do we go in?" They were confused about where to enter and ended up just walking where the crowd was headed. Lack of signage simply told them they weren't important. Lack of signage in a church leaves the indefinable impression to a visitor that, "this church was not made for you. It was made for people who already know their way around."
Now, I understand that pastor might need a parking sign in order to make sure the service goes off without a hitch. I might suggest that it is near the back entrance, if possible. In our video, it was the only signage visible—saying that the barista (minister) was much more important than the visitor.
When we think about how valued we want the visitor to feel, we would all say it should be very high. The way you show that, is in the signage leading up to your entry, and then following that throughout your building. Notice at the end of the video, the wife says, "I couldn’t find the restroom anywhere?" Signage leads the way. Your Info Center does not resolve the timid visitor's need to know something we should have already told them.
Hey, I'm not the only one pounding the table about signage. How bout this guy... “Write the vision and engrave it so plainly upon tablets that everyone who passes may [be able to] read [it easily and quickly] as he hastens by.” Habakkuk 2:2 (Amplified)
Signage is a statement of value. Are your values consistent with your signage?
For more insight into signage, I wrote a few articles earlier this year about it in Church Executive and Religious Product News.
Stay tuned for more on the video...
© Richard L. Reising