Imagine advertising a product that 1) does everything; 2) costs nothing; 3) is available 24/7; and 4) comes with a lifetime warranty.
Yeah, right.
Well, listen to this. Three years ago, I hooked up with a client you wouldn’t expect to see on an agency roster: a church. Most houses of worship don’t offer “back-to-church specials” or package deals to heaven.
The Marble Collegiate Church, however, is not your typical church. Far from the judgmental dogma often associated with Christianity, Marble Church is a cool place with a variety of relevant groups and programs. The $8 buffet brunch ain’t bad, either.
After stumbling on Marble 16 years ago, I began dipping my toe in this urban oasis on a regular basis. Even wary friends of mine—none familiar with Marble and some not even Christian—became quick converts, leading me to conclude that Marble Church was the best-kept secret in New York.
That thought, combined with the desire for new, younger members, prompted the minister to eventually ask for my marketing proposal.
To the uninitiated, it may seem strange to market a church like a box of Kellogg’s Frosted Mini-Wheats. Well, obviously, you don’t market a church like a box of Frosted Mini-Wheats.
How then?
By selling spirituality. More specifically, by selling God. Selling God—what a concept. (I thought I’d seen it all after working on infant anal thermometers.) Even with all the product attributes, God is still a tough sell. I’ve had people tell me they “just love the campaign” and when I ask if they’ve visited Marble, they reply, “Oh, no … I don’t go to church.”
I can totally understand that attitude, since I felt the same way before Marble. It’s also why it’s critical that the church have a kick-ass Web site. For those turned off by church, www.marblechurch.org is a much more palatable option.
I’m not ready to trade my palm pilot for a Bible, but I can honestly say I’ve never been more enthusiastic about an account. And three years after the initial effort, I’m happy to report the campaign is working.
Despite the tough sell and tiny budget, membership is up more than 30 percent, traffic to the Web site has tripled and overall awareness is remarkably high. I use this case to suggest that whether it’s a church, a temple or a box of Pop Tarts, it does make a difference when you believe in what you’re selling.
I’m fortunate to be in a position to choose my clients. I understand that realities like mortgage payments and college tuition have a way of mucking up the philosophical waters. On the other hand, life is short, and sometimes it does come down to having the faith—or the guts—to take a stand.
As I conclude this reflective, year-end sermon about God, passion and infant anal thermometers, I challenge you to channel your expertise to those products and services that you truly believe in—even if they don’t perform miracles.
Selling God
