Last on my list is Branding.

Branding is your lowest form of marketing because there is no relational connection associated. It’s purpose is to expose people to your name/logo and increase awareness and comfort.

Branding is also asking the question, “What story are we telling?” If you have 3 seconds of a person’s attention as they’re driving by your billboard or sign, what do you want them to know about you?

So this is your external signage, your building, billboards, unsolicited direct mail, your web site, tv and radio ads.

On average, 15% of our guests attend a service because of our location and sign at our main entrance. But we have a great location. We are directly across from the biggest mall in Ohio. We are right in the middle of the Polaris Centers of Commerce. So we realize that our sign and our building is vitally important. It’s all marketing dollars. We have to reflect the standards of the commercial community around us. People have to drive by in 3 seconds and know that we are not a church that is 30 years out-dated.

We get a lot of people that see our building and huge 9′ x 21′ sign and after driving by it every day for 18 months, decide to check us out.

Because of this, we don’t do a lot of direct mail or billboards because we feel like our money is better spent in our sign and building design.

Where is your best exposure happening?

This entry was posted on Monday, January 23rd, 2006 at 7:51 am and is filed under Marketing & Design, The Church At Polaris. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.