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Good ministry marketing primer. Aug 14, 2004
John J Considine list Four Benefits of Marketing planning in his work "Marketing Your Church" (*C)
1. Marketing Plans Sharpen Your Vision Because you are looking to find out what people's needs are so you can link your message to them, you are forced to meet real needs. This keeps you constantly refining and refreshing your vision to reach the lost. Research into your community reveals where your ministry is most needed and you can stay on target doing what God called you to do.
2. Marketing Plans Help you Efficiently Allocate Limited Resources Face it, you don't have the money most companies have to spend on communication. You have to be frugal. The only way to avoid waste is to carefully plan and prioritize your media money. If you don't plan--you may be tempted to spend more money with last minute media buys. This is perhaps the worst testimony for churches, when they wait until the last minute to get media made, spending extra money for rush jobs needlessly.
3. Marketing Plans Help You Know to Whom you are Talking When you practice marketing planning, you are constantly concerned about target audience because you want to get people's attention. You need to know who you are talking to so you can buy ads in the right newspaper, or the right radio station ,etc. Plus, it's just so much easier to speak to people when you have a specific audience in mind.
4. Marketing Plans Discipline You to Be more in Touch with Your Community.
As you continue to get feedback and learn more about your market, you become an expert on your community. Rick Warren says the average McDonald's manager knows more about the community that the average pastor. Ministers who use marketing correctly use research to learn more about the needs of the people they want to reach.
A marketing plan should be part of your planning just as much as your budget is. But far too often, ministries do not think through the marketing side of their work. Get a marketing plan! It is not as hard as you may think! Here at Ministry Marketing Coach we define marketing planning in our seminars as: Know your people. Learn their needs. Link your message to the solution. Match the media to the people. Share the Good News. And close the loop (follow-up, get feedback and evaluate results). It is not hard to understand, but it does take work. Think about how much your team's ministry would improve if you took the pains to do proper marketing planning.