Why Does Church Marketing HAVE to Suck?
Here’s what I know: Everybody – to some degree – is a marketer. Don’t believe me? Think about this… Whether it is through spreading the word about a product, a service or an event, or just sharing an opinion, everybody at some point has “promoted” something. Everybody has played the role of the marketer whether it was intentional or not. What I also know is that most of us are clueless of the power and influence we could have if we used marketing correctly.
However, it is common to see marketing executed incorrectly. One specific example of marketing-gone-wrong can be seen within the institution of the Church. For decades, the church has used marketing intentionally to promote ideas and events, as well as to spread the Gospel of Jesus Christ. Everything from billboards, freestanding signs, brochures, websites, television commercials, radio ads, word of mouth, etc. have all been used to some degree by most churches in America.
I’m sure that most of us would like to think that avoiding topics like marketing, branding, and advertising would make us in someway holier than those who are more intentional about these topics. However, avoiding them can be severely damaging to any church.
Here’s my perspective: If what I’m promoting is something that I truly believe in, then my marketing and creative strategy should match that, if not exceed it.
Let me be a little more direct: If the message of Jesus Christ is so important, then why is it continually marketed and spread incorrectly? Why does the church seem to lag behind with the assumption that as long as it’s Jesus, it will be accepted? Why does church marketing HAVE to suck?
I’ve always found it rather interesting to see corporations invest millions into marketing and advertising. For example, it’s common to find companies like Apple and Starbucks – my two favorites – go the extra mile to promote their brand. Why? Because – to some degree – they really believe in their product and service. It’s not just for the sake of increasing sales. There is some sort of underlining belief that they have something unique to offer and that the world needs to see it, touch it, hear about it, and own it.
Here’s my challenge to the Church: Do you REALLY believe in what you have to offer your communities; your cities; your state; the world? Do you believe that the world needs to hear about it, experience it, and own it? Is it worth the time, creativity, and money to promote and spread the Gospel in excellence? I would think so. Jesus presented the largest marketing campaign of all time when He commissioned His disciples to take the Gospel to the world. How will you take this Gospel to your world?
For more insight on this topic, check out my friends at ChurchMarketingSucks.Com