Marketing Thought #1 - Word of Mouth
I’ve been thinking through a marketing approach lately and reading a lot of books on the subject.
I’ve kind of narrowed it down to 5 different thoughts:
1. Word of Mouth
2. First Impression
3. Events
4. Feeders
5. Branding
The number one marketing focus of our church is Word of Mouth. Plain and simple. 85% of people attend church because of a friend or family member. It’s your strongest tool.
So in order to really use this well I think that you have to be focused on creating an unforgettable experience that is worth telling others about. You have to have some “buzz.” The little extra things that create big energy. What are you doing that makes people leave and want to tell other people about the church service they just attended?
We have a Sunday coming up soon where we are promoting our Life Groups. We decided to serve “Texas-style” chili after the service. I don’t even know what “Texas-style” chili is, but I know that people are more likely to talk about it.
We had a Catholic couple with a 20-month old daughter attend our service this last week. They left St. Michael’s because they wanted to attend a church that was “different.” I said, “We’re probably a little bit different than St. Michael’s.” He said, “You’re a lot different!” They loved the music, the message spoke directly to some things they had been thinking about and their daughter loved her nursery class. They will leave talking about this “different” experience they had.
We are in an experience economy. People don’t just want to attend church out of obligation or family heritage, they want an experience - an experience with God. Our role is to facilitate that. Have some fun, create some buzz, but always make sure our number one priority is God showing up and speaking to hearts. If we can do that, people will leave talking about what an unforgettable experience they had.
That’s word of mouth.
January 17th, 2006 at 10:43 am
Hey, That was right on the money about creating something people want to talk about. I use this example about coffee. People at work will comment “I can’t stand office coffee.” With out hesitation I’ll jump in, ” If you like coffee you have to try Starbuks, It’s real coffee.” It’s not like I go around looking to tell people about starbucks. But it’s something I’m passionate bout because it excites me, it’s inside me, and when the chance comes along to tell someone else about it I don’t have to think, It just happens. I want people to know there is a better choice out there.
That’s the way I see the Church needs to go. Create something different. If you create something worth talking about, people will talk about it. I’ve found people want to be proud of where they go to church, all you have to done is give them a reason to be proud.
*Nic
January 17th, 2006 at 3:06 pm
I think your list is pretty accurate… please define “feeders” though. I have one definition of “feeders” from a post on Gary Lamb’s blog several weeks ago; but that may not be what you’re talking about.
January 18th, 2006 at 6:08 am
Feeders is also a word that intruiged me as well. What exactly is it?