MARKETING STRATEGY
Marketing is the skill of figuring out what people need
then communicating that you can fulfill the need.
Focus Questions
1. How can you make your ministry different from all other ministries that
are trying to attract new members?
2. How do we make our ministry the obvious choice for the Christians in our
city?
A. Impact Marketing - The Objective
a. The primary objective of Impact Marketing should not be to sell more
products or fill up pews with more people. The objective is to create and
influence an entire industry with your vision.
b. Impact marketing is used to change the way people see you.
c. Impact marketing focuses on individuals, not large amounts of people
B. Corporate Marketing vs. Ministry Marketing
1. Coca Cola used marketing to make an ordinary sugared beverage a global
experience.
The product wasn’t unique, offering no price advantages or special
distribution.
2. Nike used marketing to invent an entire industry - increasing fifty times
the amount of money spent on sneakers.
3. Marlboro cigarettes dominate an entire industry filled with ruthless
competitors like generic cigarettes and copycats, but they dominate because
of marketing. Our methodology is different, but the objective is the same.
4. Federal Express made a brilliant promise, “When it positively,
absolutely has to be there overnight.” They kept it simple. Simple
marketing equations can birth an entire industry and is responsible for
billions of dollars in profits in the marketing arenas.
Many ministry leaders resist marketing. They like everyone
to believe that their ministry or business is so compelling, so unique that
people will want
to hear all about their organization’s attributes. However, without
consistent impact upon individuals, ultimately the message will be
ignored.
C. Why is marketing important?
1. Clutter - makes marketing necessary, too many services in too little
space/time.
a. Clutter refers to the crowding and confusion in the marketplace caused
by the unbelievable number of products people are trying to sell.
b. There are too many competitors chasing too few dollars.
2. Positioning - because we live in the information age,
people are faced with information overload; therefore people force everything
into stereotypes
then file it away in our minds. We position everything, people,
products and places according to their reputation and advertising. There
is not enough
focus in people’s minds to get the whole story. Marketing
helps you to avoid stereotypes.
Once you are positioned, it’s difficult to get out.
So you might as well choose a position to occupy.
D. How To Stand Out—If You Don’t Stand
Out, You Will Disappear
1. Positioning - There are many ministries and some are ignored.
Find one unique position you can stake out in people’s mind, one attribute
or benefit. Communicate it and defend it.
2. Rule of Positioning - You remain anonymous unless you position yourself.
Secret: Great men and women position themselves. You must choose a position
or have it chosen for you.
What would you like to be known for? ___________________
3. To make your message stick in the minds of people, describe your position
in eight words or less.
_______________________________
_______________________________
For example, Robert Watkins’ position: An evangelist who understands
and teaches success principles.
4. The message behind position isn’t to invent something brand-new
out of the thin air. It’s just the opposite. You position
yourself well when you capture part of your essence in accordance
with your passion,
then communicate it in a short phrase or symbol.
5. Chose a position you can live with, be proud of and a position you can
deliver.
E. How do some people manage to get what they want?
1. They know what they want and they communicate it.
2. They make promises and they keep them.
How to Impact Everyone You Meet Starting Now
Ensure you possess the following traits in your everyday life.
1. Passion - Bring excitement and energy to everything you do.
2. Honesty - Respect the power of your words and be consistent in your
actions.
3. Self-awareness - See yourself as others see you.
4. Positivity - Expect the best. Be someone who can make lemonade out of
lemons.
5. Humor - Don’t take yourself too seriously.
6. Attention - Pay attention to the moment. Maximize the value of where
you are now.
7. Sow - Always consider how to give to people.
8. Over Marketing - Know when to stop.
Make a list of four things that can make your ministry stand out.
1. _____________________
2. _____________________
3. _____________________
4. _____________________
Write down four weapons or tools you could implement to improve your current
marketing campaign.
1. _____________________
2. _____________________
3. _____________________
4. _____________________
Make a list of four things you really should measure but have been afraid
to.
1. _____________________
2. _____________________
3. _____________________
4. _____________________
Make a list of areas in your life in which you would have succeeded if you
would have been a little more patient.
1. _____________________
2. _____________________
3. _____________________
4. _____________________
Make of list of things about your ministry that you are proud of.
1. _____________________
2. _____________________
3. _____________________
4. _____________________
Make a list of how to promote each attribute that are proud of:
1. _____________________
2. _____________________
3. _____________________
4. _____________________
