Fact: Marketing Rules the World
Marketing is pseudo-manipulation. It seeks to influence the way you think about something. Its purpose is to manipulate you.
Whether we like it or not, everyone forms perceptions of every brand, product and organisation they come into contact with. They have to, because they see more than 5,000 brands everyday. Otherwise, how would they choose? Marketing helps them differentiate so they can make a choice based on their perceptions.
Marketing makes the whole world turn around. Everything is focused on it. It permeates everywhere, from your local dairy to your social indoor netball team who are sponsored by the local garage.
The primary point of a marketer is to craft messages that differentiate, enhance brand value and drive sales. If you don’t, you lose and someone else wins the customer.
More than 50 years of modern marketing has been the biggest influence on global culture than probably anything else in history (other than Christianity). Living in a marketing focused world has changed the way people think and act. We now have generations of people who are so used to having choice in everything they do and buy that they have learnt to filter out what is not relevant to them and form perceptions of brands based on attributes as trivial as how logos look.
Marketing has essentially created choice. And excessive choice has given rise to ‘don’t tell me what to think’ people.
This is the essence of post-modernism.
Marketing is very ‘of the world’. If the church wants to grow, survive and compete, which it must do, it needs to do as the Romans do. It must adopt marketing strategies, communicate messages, and yes, manipulate the way people think.
You may not like it, but it’s true.
Stephen Opie
Check out Stephen’s Churchfiz blog by CLICKING HERE.
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9 Responses to “Fact: Marketing Rules the World”
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Stephen, as I read your article I feel a twinge of sadness and see someone who needs to be inspired by the amazing plan that God has for his people, His Church. I know I can’t address this properly through a comment on a blog but I will do my best. I would say it rather needs to be experienced over time with God himself speaking in to your heart on these matters, like he has done me and is still to this day doing. I have wrestled with this topic, but I have wrestled to the point where I feel I can take a stance. I know it is futile to argue what I have not experienced. I regret I have done and got it all wrong. It is by God’s amazing grace not by my own power that God’s truths about the Church have and are continually revealed to me. In that way I’m a bit like Paul, a dude mixed up in his mission who finally sees the light. He was trying to kill the Church, suddenly he joins it and not only that is called to be a wise master builder in encouraging it.
Understand I’m not looking to debate am looking to pluck a protruding thorn in your foot which is stopping you from knowing with greater understanding what the Church is all about.
Let me first say I agree with everything you wrote until the last paragraph. The world IS full of marketing. I think I understand where you are coming from in terms of how the Church is perceived by the world. It is the stain glass, the steeples, the hypocritical attitudes, the tea parties and the uncomfortable pews that the world deems as Church. I get frustrated with this image and I assure you that we can and are able to make efforts in making the Church more culturally relevant. But marketing doesn’t plug all church holes, meet all needs and conclude church success; neither does the number of people sitting on seats. Rather it is the Gospel exposed and the fruit of the Spirit that radiates from the people on those seats, the proof of a relationship with Jesus Christ. This is what God looks at. Revelation talks of lamp stands that represent churches, it also talks of removing Ephesus’ lamp stand in Revelation 2:4-5 because they as a people had abandoned the love they first had. I’m sure you agree marketing is important but there is more to Church then that.
Also I believe we are not here by the saving grace of God to manipulate what people think rather we are here to represent. Satan has made manipulation his twisted mission and even he can’t stand up to the Church as it is God’s will to see it succeed… Pslam 86:9 “All the nations you have made shall come and worship before you, O Lord, and shall glorify your name.”
You paint the picture that the Church is dying, it isn’t. Look at China for example, loads of people are coming to Christ. It’s not just there, materialistic UK, depressed Russia, poverty stricken Africa even deceived Arab states, pretty much everywhere, even in places where the Church finds it hard to penetrate, Jesus is revealing Himself through visions to those who don’t have a relationship with Him. God has a plan, which is unfolding in front of our very eyes a plan that was prophesied many times in the Old Testament, over and over, the Church is Growing. What is said in Amos 9:11-12 is becoming true.
The funny thing is we hear a lot, that the Church is dying (this is a manipulation, a lie spread by satan to discourage the Church however some are in fact extinguished lamp stands struggling on) and we are provided with all sorts of stats. But God is moving and he is doing it through His Church. Not because he is lost without us but because he chooses to. Amazing. God is the best and biggest marketer of all. He markets truth through his Church. He didn’t choose the world’s ways of marketing, brain bashing logos, stats and websites (though they help to a small degree) but through the freedom we have in Him, the Church is a living, breathing, proving example that God changes lives.
A great book to read is “What on earth is the church for?” by David Devenish. Grounded biblical, I haven’t read it all yet my self but it’s already opening up my eyes to what God is doing and his will for his Church.
Our job is not to build the church, it is to build disciples: Matthew 28:19-20 (NIV)
19 Therefore go and make disciples of all nations, baptizing them in the name of the Father and of the Son and of the Holy Spirit,
20 and teaching them to obey everything I have commanded you. And surely I am with you always, to the very end of the age.”
Christ has promised to build the Church. It is His Church, and He will complete His task.
… I will build my church, and the gates of Hades will not overcome it. Matthew 16:18 (NIV)
Thanks Dan for a very well written and articulated comment. I do feel it is appropriate to post a response as you do raise some interesting points.
I do stand by everything I said, yes, even the last paragraph, which I know in my heart, and through personal revelation from God to be true. You make some distressing comments which seem to be aimed at my personal relationship with God, which in my opinion is a little dangerous. You assume that all this comes from me. God made me passionate about marketing and the church and I have known that this is my call for about 8 years when He revealed it to me personally. That’s why I’m here posting on Mark’s blog.
I really do admire your passion for God’s church. However, you assume that I don’t have the same passion. In fact, the truth is quite the opposite. I am so passionate about what I’ve got (the truth and love of Jesus Christ in my heart) that I want others to know about it.
The sad fact is they don’t (at least not in this country – NZ). You say the church is not dying. You are correct that it isn’t in the countries you mentioned, but in New Zealand, Australia, America and the rest of the western world, it absolutely is dying (perhaps “shrinking rapidly” is a better phrase). Perhaps that’s why God is moving so obviously in those other places you’ve mentioned?
I also believe like you do that God will never let his church die. But because it’s shrinking so fast, I also don’t think it’s right to sit around and do nothing about it. It is my responsibility to do something. It’s your responsibility. I know in my heart that marketing doesn’t save people, it is just a small part of the solution. It helps change incorrect and less than desirable perceptions of the church. It helps people understand what Christianity is all about. It helps the church get noticed. It helps churches become more relevant in the way they deliver the message of salvation through Jesus Christ. Please don’t misunderstand me, marketing does not save. Only Jesus does that. I see my job (and yours) is to help people find Him so He can.
Thanks again Dan, I do appreciate your passion and conviction. This sure does make for a great debate!
Blessings, Stephen
Marketing seems to take more television time than entertainment does in the US. Some of it would have been banned a few years ago as pornographic. Some of the medicines and their side effects would have been rejected as in bad taste.
It’s not by speaking much or buying time or decrying the failures of others in touting one’s own successes and preferences that Jesus is glorified. It’s by a truly lived life and a life-filled faith community, faithful and obedient and peace-filled.
“Marketing is very ‘of the world’. If the church wants to grow, survive and compete, which it must do, it needs to do as the Romans do. It must adopt marketing strategies, communicate messages, and yes, manipulate the way people think.”
Hmmmmm…Stephen, I’m just trying to pin down what it is about this that worries me.
I think I’d like you to elaborate on what you mean by ‘marketing strategies’. Maybe you have a different undertanding of what that means to the images that jump up in my mind when I hear that term. In the ‘world’, marketing is all about business, money, advertising, image, sales, illusion and creating desire/need. To me, it is all about some external exercise that is ‘put on’ to make something (product, company etc.) appealing. At worst, it involves deception. Marketing and advertising is about ‘manipulation’ - something I hear you advocating (is that true??). I work with postmodern young people, and I say good luck trying to ‘manipulate the way they think’.
To me, the Kingdom of God is not a product or an organisation. It is an organic body of transformed lives, filled with the Divine presence, seeking the transformation of all mankind and the created order. It is about dying to itself (not promoting itself) for the sake of all others. If we have any ‘marketable capacity’, it is the example of our transformed personal and communal lives.
I look at the life of Jesus, and I don’t see him ‘manipulating’ anyone. By and large, he extends an open hand to those he meets, and offers them a choice - to follow or not. He doesn’t dress anything up - he speaks straight to the heart in clarity and truth. He lets people walk away if they choose. He doesn’t run after the Rich Young Ruler who walks off with head bowed. Jesus remains committed at all times to the narrow, costly, marginalised, unpopular road to personal sacrifice.
I agree that we need to ‘communicate messages’. My view is that our best medium for this is our own lives and relationships. My fear is that the Christian church will look to external ‘marketing strategies’ (technology, resources, programmes etc.) to promote a reality we do not personally possess. In my experience, postmodern young people are very savvy about these kind of inconsistencies, pick them a mile off, walk away from them and never come back.
Thanks for your comment Marty. You’re right, the Church is not like any company or organisation on earth. That’s what makes it so special. God guides it, leads it and grows it.
When I say ‘marketing strategies’, I am meaning simple strategies that each individual church should undertake. These might include:
• Identifying target markets – who is it that your church wants to target and what do you know about them? You can’t target everybody, it’s not possible. Maybe its families? Maybe its university students? Maybe it’s youth? The more you know about them the easier it is to communicate with them and the more effective your communications will be.
• Branding – adopting basic branding techniques that create synergy across your church. This creates a sense of professionalism that is a requirement if you want to be noticed by anyone, especially a post-modern young person.
• Communication strategies – communicating the same, simple, succinct and powerful message to your local community. This makes it simple for people to understand who your church is and what you do.
• Advertising – letting people know about your church and its activities. Designed well, placed in the right media and advertising will make an impact. But again, it must be aligned to your strategy.
• Research – ask your congregation what they like about your church. What do they not like? Change your services accordingly. An example is most preachers speak for far too long. Make it shorter and you’ll have a much better impact and people will want to come back.
These are just examples of what I mean. I am not advocating manipulating the message of Jesus. The ‘manipulation’ I am advocating for the church is simply and only this: changing the way people think about church. It’s not trickery, slight of hand or lying. It’s simply communicating strong, consistent, positive messages. I guess it would be more Christian to say ‘influencing’ rather than ‘manipulating’.
Of course I don’t like manipulation. In fact, you wouldn’t get it from my post, but I actually hate the concept of marketing! But it’s the way the world is, and if we don’t get on the bus… Well, we’re already seeing what the consequences are!
Blessings Marty
Thanks Stephen…appreciate the time taken for clarification of your thoughts.
Generally I don’t disagree with the points you are making - its all good, practical common sense, I guess.
However I do find myself reacting to this kind of talk and practise. Maybe I am over-reacting; maybe I am distancing myself from this stuff just to make a point.
I stumble on this suggestion that we need to think about how we are going to ‘pitch’ ourselves, or ‘position’ our ministry. For me, the medium is the message. When I worked for local churches (10 years pastoral ministry) I think I spent so much time promoting the product (our church organisation) that I forgot to love the lady who lives over the fence from me. I spent so much time designing a fantastic (or so I thought) youth package that I stopped looking in the eyes of individual young people and listening to their stories.
I believe we will NEVER compete successfully in the ‘marketplace’ on worldly terms. What we do have is transformation of the human experience. When people see that in all its genuine, authentic power, I don’t think they worry too much about how ‘hip’ or ‘daggy’ the package is.
Appreciate the conversation!
Yours in Christ…
Thanks Marty, I totally agree that loving the lady over the fence is the whole point of Christ. I also agree that the church will never be seen as ‘hip’ (I think that’s something God prevents for a whole range of reasons).
My fear is that we all end up relying on the hope that people will just ’see’ us or, by some prompting of the Holy Spirit, come and ask us what God is all about (which of course does work sometimes). Many churches do that, and many just sit there slowly shrinking.
I respect your practical experience on the issue (much more than me!). I certainly don’t think a Pastor’s role is to worry about advertising, websites and branding. Unfortunately, because church volunteers are getting busier and fewer, pastors end up having to carry the can on everything, making for a very stressful job!
Cheers Marty!
here’s an interesting site on church/marketing:
http://www.churchmarketingsucks.com/