Exponential East Session Six

Bob Franquiz
Marketing
Internal : people who already attend your church.  Peripheral: people who know someone who attends your church. We reach the internal by preaching the gospel to them.  We reach the peripheral by friendship evangelism, relationships.  The External: people who don't know that your church exists. How do we reach them?
Of course most people come to our church because someone invited them...we don't do anything else. Personal invitation will usually be primary.  We leave on the table all those who have no connection to us.

Promotional Outreach..
.reaches primarily low hanging fruit.  When we do direct mail just to zip codes, might as well flush our money away.  So segment tat list...eliminate Muslim families and focus on people just moved into town.  Facebook ad is 80 characters...less than a tweet...has to be a hook
need a simple track able message.  Be invitational so they meet you in person. Track results.  Forget about doing 'great branding in your community'. no. Measure people who show up.
One is the Loneliest Number
The Principal of Massive Action.  How do we do lots of things at the same time?  20 thing sat the same time. Don't just do one thing...one egg in the one basket.  Not everyone responds to the one marketing approach.  Email, mailers, Facebook, mothers day specials..etc etc.  multiple ways of outreach are best. 

Know who we are trying to reach. Don't try to reach everyone. Who has God best equipped me to reach? Who can my church reach? Multiple churches can reach a whole city. What is my church's role in that?  When we walk into the room we ask is there anybody here like me? What are my demographics and psychographics...the way we think, values and worldviews. Every city has micro populations...people who will get my jokes. We may look very different but we actually are similar because we all think about the world in the same way. We probably won't reach the urban poor and the urban professionals at the same time.
Match your message, your media and your market. This is the difference between a home run and a base hit. No one under the Agee of 35 listens to the radio...so radio ads won't reach them, but would be great for reaching empty nesters.  It's not about getting people there...just give people $5 bills at the door. It's about getting people to stay.  Students don't get direct mail...its the parents that get the mail.  Twitter and Instagram for young people.  Facebook is getting older. 
Use your budget strategically.  Limited budget...not like the Federal Government...we can't print more money.  Billboards are reminder advertising to enhance billion dollar campaigns. that's why billboards just say 'Coke'.  Not 'buy a Coke'.  There are better ways to create calls to action.
Get people's attention.  Everyone is allergic to boring. Prefer to get people upset than bored.  The worse thing is to get ignored. 3 second rule...you have 3 seconds to get noticed. A 3 by 5 postcard is so smaller the print will be tiny.  For just a few cents more you can use and 8 by 11 card and make it readable.  People say no to what is confusing. Designers want to create a work of art. But no one will frame it. The goal of design is to give the message the best opportunity to communicate. Make the stamp crooked on the envelope...gets 3% more response
Learn from each campaign.  Just try to keep getting better.  he once rejected direct mail until he realized that it worked on him.