Permission Marketing

Yes, I used a kitschy title to hopefully get you to read this blog entry. It is the name of a very good book written by Seth Godin which highlights ways that organizations should market themselves, using permission-based marketing tactics. In this age of mass marketing and distribution, consumers everywhere are becoming more aware (and unaware) of media messages that bombard them everyday.

When I talk to many churches, they are very interested in a reinvention, of sorts. They seek to reinvent ministries, philosophies, structures, systemic issues, services, staff, etc., all while staying true to the message they are communicating. When a church takes on the task of reinventing themselves, they need to think about all the different audiences that they need to get permissions from.

Permissions are many times underestimated. When you reinvent your brand, you need to think about what your intended AND actual audience will think about your new brand or identity. The intention is to attract a new flock of people to your organization but you also need to stay true to your quality, values, and vision (assuming you have one) so you don’t confuse your actual audience. The trick is to find that point where your loyal attenders and members are attracted to and feel connected to your new brand and your intended, new audience is pulled in by the new identity and brand as well.

It’s all about communicating to your audience (culture) in such a way that they feel drawn by the relevance of what you’re offering. A brief way that I’ve heard it described is this: If you try to copy the culture around you, you lose your identity in that culture. On the flip side, however, if you try to infuse your culture with your own version, you could come off as irrelevant. There needs to be a balance between the two, and therein lies the problem. Most organizations can’t figure out where that distinction lies.

Beyond focusing on the right target groups (I’m not talking about just age here … more on that in a future blog), great brands are developed and strengthened over time by using strong and consistent messages. Your real and intended audience is looking for that message to be delivered, consistently. Your audience, real and intended, form their opinions of your organization from marketing messages and real brand experiences from services, events, and other touch-points with the church.

In order to begin your search for what your “brand” needs to look like, you need to determine that which it is about your organization that is permanent. What’s at the core to you, your vision, your values, your purpose? What’s true today, what’s true when you started, what will be true in 20 years? These questions will guide your process and keep you grounded as you evolve as a church.

Shameless plug ahead … Echo Media can assist in guiding you through the discovery, development, and implementation phase of your marketing and branding efforts. Call us at 800.959.ECHO or e-mail me at scott@echomedianow.com.