I have a love/hate relationship with Google; it serves me ads that it thinks are relevant to me, but often they key in on something that’s simply not representative of my needs and the frequency and repetitive nature of seeing an irrelevant ad irritates me. In a similar way, I think that churches are irritated by seeing your ads targeting a nebulous, generalized ‘church market’ that doesn’t represent them and, subsequently, turns them off from buying your products.
That may sound harsh, but there’s a great deal of truth in my assessment, and I not only lay out my case, but provide helpful insight for your house of worship marketing teams in this month’s Trends article: Thou Shalt Know Thy Audience.
The upside for your firm is huge — identify the market segments that most benefit from your technology and reap the rewards of aligning supply with demand.
And then I turn my eye towards the future and prognosticate about the future of church buildings and your technology that goes into them. I think — and have solid evidence to support my future estimation — that you will be able to sell more, but in smaller quantities and more often to the church market. This iterative growth is actually more profitable in the long run than trying to be the lowest bidder on the biggest projects. And it may just re-ignite your sales and marketing efforts for greater effectiveness as you more acutely target the personas and unique qualifiers of various church sizes and denominations. I even provide my input on best practices for using your CRM to re-engage previous leads and clients to bolster your sales activity.
The future of the church market is still bright — but it likely looks different from the way you’re marketing and advertising your technology today. Don’t miss these must-read articles to align your technology with the house of worship market.