When it comes to starting a church today in the United States 95% of them do so with a traditional promotional marketing strategy. Which means they come into an area, study the demographics, and market their church accordingly, just like any business would market its self.
When I speak to other new churches they tell me they spend $30-50K on marketing. They send mailers, door hangers, billboards, radio spots, magazine ads, and they come into a community and blitz the community with marketing. There is nothing wrong with marketing, but if our focus is a traditional marketing strategy it will create two road blocks:
• Not Effective: In North Central Austin we called all the churches in a 2-mile radius and of the 200,000 people living in the area less than 10,000 of them are connected to a local church. Many of them have had negative experiences, many of them are jaded, have been hurt, and a door hanger isn’t able to overcome those past experiences. There will be a few, but in our context, it typically won’t work. We have done some traditional marketing, but less than $2K.
• Not Reproducible: The second is that strategy isn’t reproducible for the average Christ follower. The average person isn’t going to call up KISS FM and purchase a radio spot for our church. As a result, the traditional marketing strategy removes the Christ follower from the equation and it isn’t reproducible.
So “What is our marketing strategy?”