Churches, let’s be honest, are lousy at marketing. In the old days, we didn’t need to worry about it – churches, and the services they provided, were the place where communities met, where you took a day from your labours, where your children were educated, and where you got medical treatment if you couldn’t afford to pay for a doctor. But that’s not the case anymore, as we all know: however valuable the lessons of the gospel may be, and however valuable the non-profit work that happens, we need to do a better job marketing ourselves. The goods news is that social media makes this cheaper, and it allows for the creativity that wouldn’t have been possible without a Don Draper-style media campaign to happen from the grassroots. But our job, frankly, is to loosen up: to think outside the box and take some chances. Let’s get this conversation going. For the next couple weeks the blog will focus on different ideas for how to reach and engage young families; how to get the word out about what our churches are doing, even how to widen our doors for Christmas. Let’s try to bounce around some ideas, and share best practices and take a few risks.
For starters, here’s a good test case: a few months ago Zellers began a unique marketing campaign, even as it was shutting it doors. The company created a social media campaigning using its mascot, Zeddy. While it was still expensive by church standards, it was also far cheaper than an ordinary department store campaign – and far more successful. It made Zellers look hip. Here’s a great piece in the Globe describing how it worked: http://www.theglobeandmail.com/report-on-business/industry-news/marketing/with-a-healthy-dose-of-humour-zellers-says-goodbye/article4590422/
Oh, and where do youth fit in? Well not only do they respond the most to campaigns like this, if we are going to look within ourselves to find the talent and know-how to pull one off, where do you think we’ll find it?
For starters, here’s a good test case: a few months ago Zellers began a unique marketing campaign, even as it was shutting it doors. The company created a social media campaigning using its mascot, Zeddy. While it was still expensive by church standards, it was also far cheaper than an ordinary department store campaign – and far more successful. It made Zellers look hip. Here’s a great piece in the Globe describing how it worked: http://www.theglobeandmail.com/report-on-business/industry-news/marketing/with-a-healthy-dose-of-humour-zellers-says-goodbye/article4590422/
Oh, and where do youth fit in? Well not only do they respond the most to campaigns like this, if we are going to look within ourselves to find the talent and know-how to pull one off, where do you think we’ll find it?
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