Church Marketing

Over the last year, beginning with our free gas promotion and the Miami Herald article done on our church, I have received a number of emails in the positive and the negative concerning the marketing and advertising Life Pointe employs.  Recently, I have entered into a great discussion via email with a young, articulate seminary student by the name of Derek Knoke.  I would like to carry that discussion on over to my blog because the content and discussion is good enough to warrant opening it up for others to read and participate.

First, marketing and advertising are two totally distinct practices.  Andy Havens of Sanestorm says, "Marketing is the study and practice of better, faster, cheaper and friendlier. “Making things go more smoothly,” as I put it to my students. The product or service a company provides is the “what” of its existence. Marketing is the “how.” In a church setting, our “what” is the spreading of the Word of Christ.

Brian Norris says, "Marketing is the ongoing process of moving people closer to making a decision to purchase, use, follow...or conform to someone else's products, services or values. Simply, if it doesn't facilitate a "sale" then it's not marketing."

The Apostle Paul says in the most radically transparent statement, "I have become all things to all men so that by all means I might save some." I Cor. 9:22-23

I would propose to those of you trying to get a handle on the appropriate mediums for communication of the Gospel that it is not only acceptable to market Christ and the Church, it is mandatory to do so.  Perhaps, the best marketing statement is found in Romans 3:13, "Let us walk honestly as in the day...". Obviously, the aim is not simply to pursuade people to also follow Christ.  The aim is to live out Christ in us.  Marketing as an event is not primary in this passage.  But, it is certainly a by-product.  In answer to some marketing/advertising concerns, it would express brand and image as an authentic expression of Imago Dei.

tagged: Imago  Dei - church marketing - derek knoke - brian norris - andy havens

Comments

[John Smulo]

Trav,

I'm with you here, and think that this happens even when one friend says to another--"want to come to church with me".

But there's also something here that's starting to bug me. I'm still thinking through exactly what this is, but it revolves around the nature of capitalism and greed and marketing as tools towards those ends.

I think that Christians should "baptize" parts of our culture. But I wonder how much of our marketing efforts are about marketing ourselves (our churches or literally ourselves) in contrast to how much is done to reach a wider audience with the gospel.

Anyhow, I'm speaking out loud here some unformed thoughts. There's more to my struggle, and I'm trying to work it out. At the same time I'm not saying I have a problem with marketing, but wonder about the motivation and what our engagement with it says about us.

[travis johnson]

John,

As always, thank you for the comments. I would agree that any science or art can be abused in relation to the Church. No question. Consider these marketing practices. Which would be acceptable?

-Leather bound bible with giant print letters designed intentionally to appeal to the elderly who have difficulty reading smaller print.

-direct mail announcing the grand opening of a church plant and the processes for following up with first-time guests.

-a logo

-a divorce recovery group advertised outside of the faith community.

-radio spots on secular radio advertising a Sunday morning service.

-invite cards passed out to congregants as they leave church gatherings.

-directional signage in a church building.

-clean, organized, efficient, well lit, modern facilities.

-casual dress

-attractive paint and environments

-pastoral care

-altar call

-Great Commission
Its all marketing by definition.

[John Smulo]

Thanks Travis. I'm currently engaging in most of those forms of marketing, and some others as well.

It's the potential abuse part that's been on my mind. Definitely doesn't mean I throw out the baby with the bathwater (I really have to come up with a better saying to use!), but it's worth reflecting on how murky the water can get.

[travis johnson]

Agreed. Let's have some fun. Give me some ideas of when it become murky.

[Billie jo]

I think that we need to consider this......the world gives no thought to marketing for our children and our money in areas God would not like.....so I ask why we think it is in any way wrong to market for God. He gave us the ability to think and the reason is to bring people to HIM!
I am at a great church in Conroe, Texas, The Ark, that has well over 3000 people, and I must say we market, and that is often the first contact unsaved people have with a church. I will consider myself blessed to be there, and I think it forces me to unhold God's word, because there are so many unsaved people watching and waiting for Christians to fail. It also means that people know when they need prayer, I will pray, because my church prays for our entire community. I think that Christians need not apologize for doing the work of God, and that will mean marketing and advertising!

[John Smulo]

Travis,

Hope I'm not being characterized as someone who is anti-advertising here :-)

One example of murky in this context is if it props up an *exclusively* attractional mode of church that expects the world to come and sit in our "pews" if they want to hear the gospel, which masks our failure to be missional and to share our faith in the marketplace.

So in this example, church marketing is helpful if it supports the work that is already being done by church members who are sharing their faith, as well as reaching a wider audience. But its murky if its masking our failure to realize that the best form of advertising is one person sharing their faith with another.

[travis johnson]

Billie Jo,

Thanks for stopping by...good comments. It looks like you have a great church family.

[travis johnson]

I would view a life extending the grace of Christ to another life as the most viral marketing possible.

Companies spend millions trying to replicate this kind of evangelistic, one-to-one word of mouth advertising. My gut is that the response to marketing and advertising in the church is that somehow it is less than genuine. In the event that the church is advertising something it is not, I would agree.

But, getting the word out, beit through transformed lives or billboards, is a primary mission of the church.

[Derek]

Being a Christian definitely means sharing our faith (Matthew 28:18-20). Most of us who hide it under a bushel do so because we lack a "full wealth of conviction" so that we are entirely convinced that we have found the greatest thing there is, and we want to share it with others. It is a passion for God, a heart that overflows with the love of God to others.

You hit the nail on the head: "Companies spend millions trying to replicate this kind of evangelistic, one-to-one word of mouth advertising." Companies pimp spirituality in pursuit of a contagious authenticity, so that others want what we have. Why do we need to seek inspiration from marketing strategists who distorted what is already ours? If we do so, is our contagious spirit truly authentic?

If for no other reason, the fact that marketing calls for positivity makes me question its place within the church. What about a community that is authentic enough to challenge one another, enter into conflict and even lament with one another? Can marketing make room for life that is this raw and real? If not, then no matter how contagious we are, I don't think that we are ever truly authentic.

Can you have marketing without being positive?

[travis johnson]

Derek,

Thanks for the contribution. Now a quick response:

1.You said- "Why do we need to seek inspiration from marketing strategists who distorted what is already ours?"

I would recommend not seeking distorted truth. But, we should seek truth even when it comes from distorted sources. Afterall, all truth is God's truth. I find inspiration in design, organization, creation, my children, friends, and a host of Christian and non-Christian entities and events. I recently read, "The Art of War." I was inspired by Sun Tzu's forumlaic approach to the organization for battle and troop movement. Why not also be inspired by Godin, Hughes, Stielstra, and other marketing geniuses as well?

I would also add that using marketing concepts from a secular agency or book is no different than using a secular painting contractor to paint your church building.

2. You asked- Can you have marketing without being positive?

Absolutely. That's the best kind. A truly auhentic representation of a useful product meeting a significant need is the best marketing. An excellent product making legitimate claims being marketed at a competitive price will succeed. If it exceeds its claims, it will create buzz.

Making legitimate claims concerning Christ and the Church in the same manner, will facilitate people experiencing Christ in a transformational way.

When handling critique of Christ and the church, it is encumbent upon us to listen, validate, and respond. Authenticity and transparency in the process is a top priority.