Tuesday I headed out to the Wired Churches conference given by Granger Community Church and hosted by a local church here in Kansas. My world changed Tuesday as a result of my workshop experience with Kem Meyer. I sat right in front and had the opportunity to as a few questions. Without telling a long story about communications at Grace...I'll just sum it up by saying this..."What Communication at Grace?"
We've started down some paths only to stop or get a little side tracked putting out little fires here and there or dealing with issues that needed quick attention. Without having someone on staff as a constant "watchdog" for communications it can be a difficult thing to effectively produce and manage a whole process for the church. I've been semi-managing and have really discovered it's way more than just producing graphics. That's where a whole new world was opened up to me.
So now I'm burning to get a strategy put together that will help the people of Grace communicate effectively their ministries and events in a cohesive way that doesn't just communicate individual ministry visions...but really reinforces the church-wide vision of Grace Church.
Here is just one section of the workshop that just blew me away (keep in mind all you Communications Director-type people that I'm a Worship Leader so if you've already heard this and it's old hat to you...just click to the next blog on your Bloglines):
The 5 Myths of Marketing:
- Myth 1: You are in Control - Your audience is in control of your marketing. If you create things expecting to "change their perspective", you're going to lose every time. Adjust your communications methods with the culture. Eliminate clutter, leave white space, cut down on the noise...people are too busy in life as it is. They just want the facts. Understand that you shouldn't go out looking to create conversation...conversations are already happening. Figure out how you can be a part of them.
- Myth 2: The More Choices the Better - LESS ANNOUNCEMENTS. That means cut down the clutter in services. Cut down the clutter in your worship guides on the weekends. The more elements on a page, the less people hear. (This is a toughy for us at Grace Church. We're addicted to announcements during services & in the worship guide.) As the worship leader standing on the stage during the announcement portion of services, I have the opportunity to see how quickly eyes actually glaze over when we're on the third ministry announcement. While those involved in the ministry being announced are excited to hear their event talked about on the stage...sometimes it really just isn't the best way to pump people up.
- Myth 3: Advertising Creates Interest & Reinforces the Brand - Focus on the experience your church provides. Word of mouth ALWAYS is the make or break. Realize that you must NEVER advertise a false experience. Advertising cannot fix inconsistent experiences. Identify who your church is and brand the experience your church will provide a guest.
- Myth 4: It Worked Before So it Will Work Again - Currently, many Fortune 500 companies have trimmed back on their advertising spending in order to focus on customers spreading the word and doing their selling. Be prepared to chuck what you're doing if the culture is changing.
- Myth 5: People Care About What You Have to Say - "People need Inspiration not Information". Turns out based on some research that Kem Meyer found...We remember 10% of what we read...We remember 20% of what we hear...We remember 30% of what we see...We remember 40% of what we do...We remember 100% of what we feel. You've gotta grab the heart and give folks a reason to come. Words don't mean a whole lot in the end.
Is it really possible that there is no other marketing/advertising/communications that is better than a personal invite and a positive experience?
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