Unity Church Marketing

I get calls from businesses and church leaders alike. They were all excited when they mapped out their marketing campaign. They planned it, budgeted for it hit the ground running. 30 – 45 days into the campaign is when I typically get the call.

I did everything you told me…yet we haven’t seen the growth yet!

What were your expectations of what would happen during that time frame?” I ask. “Because I am not expecting that fireworks are going to go off in the air yet.”

Don’t think I don’t know the scenario and I haven’t been there myself. You put in the research, knew there was a need that you were fulfilling, and implemented a first rate marketing campaign to increase membership (although it could have been any of 100 other marketing objectives)

Having done all that, you may even be sitting back waiting for the acknowledgment to come in. And then not only didn’t the acknowledgment come. Nothing came…except the questions. You know the questions that are going to be asked. “Hey, you sure this social media thing is going to work for our church?” or “How’s that Facebook thingee coming?”

And if it isn’t the Minister or the Board asking the question, there is that little voice in the back of your head wondering…Am I wasting my time here? OMG…what have I done??? I did everything and still no results???

The reality is that not much happens result-wise in the first 30 days of your program!

This was a lesson I had to learn myself. I had some training from one of the top internet marketers in the world and he told me what I had to do. I give my clients credit for having a little more patience than I did. Three articles in, I called and told him I wasn’t seeing any difference.

Look at the first 30-45 days as Dress Rehearsal!

Some would view that time as practice or rehearsal. That is how one partner that I have views our first couple of seminars that we put on. The first 30 days are nothing but rehearsal.

It is a time of evolution. Adjustments need to be made…no matter how good you think it is going in. Because when you look back on this campaign, you will most likely admit that what you initially started with was just not that good. (Harsh words, but we all have to hear them)

If you are putting on a marketing campaign or promoting a product/service and you are not getting the response back that you want…

…look in the mirror, take a big gulp and admit that you have to make whatever it is you are doing better!

Go back and make sure you understand if you are truly fulfilling that need that you so desperately perceived as vital. Don’t ask yourself. Ask those who have seemingly slapped you in the face by turning their back on your campaign.

If necessary, create a small focus group. But you need to find out where the disconnect is. Don’t lose heart. The tweaks may not be as big as you think if you have truly done everything you should have.

This is where the play truly begins!

It is only after you start to truly understand what the exact need is, how the customer wants to receive it, the things that frustrate a visitor when they visit your church, what someone is willing to do to become a member that your marketing campaign begins in earnest.

And you may think you know that already, because two years ago, the congregation said that was what it wanted or someone in the church thought that was what was needed. Perhaps it was you??

Ultimately, the customer decides !

You may think you know the answers now but really you don’t. The customer or marketplace makes the decision of who stays on the island or not.

You may have an indication of what is needed. However, you don’t see the whole picture until you have truly placed yourself in the prospective church member’s place and then implemented your plan accordingly.

Know that each time you do this, it will be better and better.

You know when a customer or a church comes to me at this point, I have a pretty good idea of what needs to get done for almost every situation. I would also like to think that each campaign I am associated with is better than the last.

Notice that I said “almost”. You see we don’t always know what is going to come up or how the market will receive us. Since I now understand the process better, I know there will be changes and transformation as the project gets closer to fruition. I also know that 30 days does not a marketing campaign make either.

Marketing is a marathon, so don’t give up mid-race.

While regular marketing is a marathon or that epic performance, church marketing is that much more so. The urgency is there on your part because you know you are changing lives for the better. So don’t give up.

Just like those who quit their job to become a professional blogger or put on webinars for a living, you don’t want to throw in the towel on Post #25.

And that is sad, because as Andy Jenkins with Stompernet says, “You will make it. It may take you a little longer than others, but you will make it.”

Ultimately, I believe success comes to those who stay around long enough to receive it. Just like you don’t know who you touch by your words or actions on a personal basis, the same is true for marketing. It is a collective effort. You may be just one campaign or tweak away from turning the corner.

There are plenty of success stories when it comes to church marketing. But for everyone of those stories, I am quite confident in telling you that it didn’t come within 30 days.

Hang in there!

Everyone wants you to succeed. There is enough success to go around for everyone. Make sure you get to enjoy your efforts by going the distance.

Want to learn more about church marketing? Or did you read something here that you want to discuss more? Perhaps you have a project that you need help on or at least want to bounce ideas off. We are there for you!

We welcome your feedback at Unity Church Marketing. Or follow our tweets on Twitter at http://twitter.com/John_Panico

We think church can and should be more. We hope you do as well!