There are 50,000 mailers sitting outside my office right now.
We have a core conviction at NCC: the greatest message deserves the greatest marketing. And that conviction plays out with a two-pronged strategy.
First and foremost, we want to turn attenders into inviters. We do that by reminding NCCers that church is a tag-team sport. We typically hand out invite cards before most of our new sermon series. We also send out an evite that they can forward to a friend.
The best marketing is always word of mouth or word of mouse. But we supplement that with mass marketing. We'll send out mailers to everybody living within a certain radius of Union Station and Ballston Common Mall. We have a simple goal for direct mailings: we don't want anybody in those areas to be able to deny our existence.
So we're praying that God uses those 50,000 invitations that will be mailed the day after Labor Day. Believing for divine appointments!
We have a core conviction at NCC: the greatest message deserves the greatest marketing. And that conviction plays out with a two-pronged strategy.
First and foremost, we want to turn attenders into inviters. We do that by reminding NCCers that church is a tag-team sport. We typically hand out invite cards before most of our new sermon series. We also send out an evite that they can forward to a friend.
The best marketing is always word of mouth or word of mouse. But we supplement that with mass marketing. We'll send out mailers to everybody living within a certain radius of Union Station and Ballston Common Mall. We have a simple goal for direct mailings: we don't want anybody in those areas to be able to deny our existence.
So we're praying that God uses those 50,000 invitations that will be mailed the day after Labor Day. Believing for divine appointments!
5 Comments:
Hi Mark!
Could you post an example of your Evites? Love to see how you do it.
kdl
Kirk,
We'll actually send one out next week. If you subscribe to the evotional (the email version of my messages) you'll get it. The subscription is free and you can unsubscribe if you want to :) There is an "evotional" link on our homepage at www.theaterchurch.com.
It should go out next Tuesday or Wednesday.
Mark
Mark,
I like your goal with mass marketing. How often do you send out direct mail? Every series, certain series', etc.?
Jay
Jay,
Not nearly as much as I like :)
We do it for strategic series; new seasons like "back to school" or "new year"; launching a new location, etc.
I'd like to do 3-4 per year in a perfect world with unlimited budget :)
Mark
Hi Mark,
We were doing lots of mass marketing over our first few years, but I've shifted to more of a combined approach these days (post cards + word of mouth = attender involvement).
I inadvertently enabled our attenders to not own the value of inviting their friends because we were relying exclusively on mailers.
My bad...so here's our lesson ~ "Thou shall not rely on mass marketing."
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