Helping your church or ministry share the good news in ways that get attention and invite response from the people you want to reach

Coaching Session Three Meet the Bowtie Drills Differentiate between internal and external audiences Discover two research tools that will help you get in touch with your congregation and community Understand key terms in marketplace research Create a profile of your target audience Bowtie Drills

Meet the Bowtie Drills

Differentiate between internal and external audiences

Discover two research tools that will help you get in touch with your congregation and community

Understand key terms in marketplace research

Create a profile of your target audience

Warm Up We have take our first step toward the Ministry Marketing Mindset: Define Your Mission We have been learning to asses our situation through SWOT and GAP We started working on our 12 Key Questions We talked about that people come first in ministry Now we need to take a second step. The next six steps are part of what we call the Bowtie Drills

We have take our first step toward the Ministry Marketing Mindset: Define Your Mission

We have been learning to asses our situation through SWOT and GAP

We started working on our 12 Key Questions

We talked about that people come first in ministry

Now we need to take a second step.

The next six steps are part of what we call the Bowtie Drills

The Bowtie Drills

The Bowtie Drills

The Bowtie Drills

The Bowtie Drills

The Bowtie Drills

The Bowtie Drills

The Bowtie Drills

How to Speak to People In order to really speak to people’s needs, you have to get to know them. Effective communication begins when you know to whom you are speaking. Looking at it the other way around, you could say ineffective communication happens when you don’t know to whom you are speaking.

In order to really speak to people’s needs, you have to get to know them.

Effective communication begins when you know to whom you are speaking.

Looking at it the other way around, you could say ineffective communication happens when you don’t know to whom you are speaking.

The Bowtie Drills

Think like a Missionary Imagine you are a missionary in a foreign country to an Unreached people group who has never heard the gospel. The people don’t speak your language; have different culture traditions, theological backgrounds, technology, and other elements that make it a new environment for you. What would be your first order of business as a new arriving missionary?

Imagine you are a missionary in a foreign country to an Unreached people group who has never heard the gospel.

The people don’t speak your language; have different culture traditions, theological backgrounds, technology, and other elements that make it a new environment for you.

What would be your first order of business as a new arriving missionary?

Short Cuts or Short Circuits? Many try to find short-cuts in this process Reading books Visiting successful ministries in other states. Caution: If you only rely on these books and ministries it can become dangerous Books and other ministries can’t tell you enough about the needs of the specific people you want to reach. You need to “ write the book ” on your target audience

Many try to find short-cuts in this process

Reading books

Visiting successful ministries in other states.

Caution: If you only rely on these books and ministries it can become dangerous

Books and other ministries can’t tell you enough about the needs of the specific people you want to reach.

You need to “ write the book ” on your target audience

Do your homework! Just as a missionary begins working in a new mission field with learning, you must begin your ministry the same way. You must know the people you want to reach. You must become the expert on the people you want to reach. “ Know the people ” means you need to identify the specific target audience you are intending to reach.

Just as a missionary begins working in a new mission field with learning, you must begin your ministry the same way.

You must know the people you want to reach. You must become the expert on the people you want to reach.

“ Know the people ” means you need to identify the specific target audience you are intending to reach.

Paul in Athens Hellenistic Jews Approach: Meet in synagogue Presentation “ Abraham to Jesus” Gentile Athenians Approach: Meet in marketplace Presentation “ Altar to Jesus” Who were the people in Athens that Paul could reach with the gospel? What was his approach to each? Note: Only when you target a specific audience can you select the best approach and presentation to use.

Hellenistic Jews

Approach:

Meet in synagogue

Presentation

“ Abraham to Jesus”

Gentile Athenians

Approach:

Meet in marketplace

Presentation

“ Altar to Jesus”

Targets? In ministry communications these same principles apply. Think of the kinds of people “ out there ” who could be reached by a ministry. People who are unchurched and unsaved People who are unchurched yet are really saved People who are in church but are unsaved People who are in church and are really saved How might each audience differ? How might you approach the unchurched unsaved person versus the churched unsaved person?

In ministry communications these same principles apply. Think of the kinds of people “ out there ” who could be reached by a ministry.

People who are unchurched and unsaved

People who are unchurched yet are really saved

People who are in church but are unsaved

People who are in church and are really saved

How might each audience differ?

How might you approach the unchurched unsaved person versus the churched unsaved person?

Step 2. Know the People Greatest problem with ministry marketing is churches don’t select a target audience Too often, churches are “preaching to the choir” even when they advertise in the general public Who are you talking to? Unchurched/Unsaved Unchurched/Saved Churched/Unsaved Churched/Saved Each one has a different set of needs

Greatest problem with ministry marketing is churches don’t select a target audience

Too often, churches are “preaching to the choir” even when they advertise in the general public

Who are you talking to?

Unchurched/Unsaved

Unchurched/Saved

Churched/Unsaved

Churched/Saved

Each one has a different set of needs

Know both your audiences Internal VS External

Internal

VS

External

Who were Paul’s Audiences? Internal Audience: Jews External Audience: Gentiles How was Paul’s communication enhanced by knowing his audiences?

Internal Audience: Jews

External Audience: Gentiles

Benefits of having a target audience Improves the effectiveness of your message Clarifies the language you use Helps you define the approach you will take Helps you measure how effectively you have reached the people. (If you reach them your church will start to be filled with them) Helps you when you are ready to select media channels for your marketing

Improves the effectiveness of your message

Clarifies the language you use

Helps you define the approach you will take

Helps you measure how effectively you have reached the people. (If you reach them your church will start to be filled with them)

Helps you when you are ready to select media channels for your marketing

Two kinds of Information you need about your people Primary Information (original research) Secondary Information (research developed by others)

Primary Information (original research)

Secondary Information (research developed by others)

Selecting your target audience Look at your ministry Look at our community

Look at your ministry

Look at our community

Look at your ministry People with skills to help you reach new people Creative types Civic leaders Singers, musicians Evangelistic people, missionaries People who like social work Business people (marketers) Teachers Graphic artists, Web Designers, Printers Doctors, counselors, Fix-it people Etc.

People with skills to help you reach new people

Creative types

Civic leaders

Singers, musicians

Evangelistic people, missionaries

People who like social work

Business people (marketers)

Teachers

Graphic artists, Web Designers, Printers

Doctors, counselors,

Fix-it people

Etc.

Look at your Community Median age Population by Age Household size Education Median Income Population distribution by Income Housing type Media housing cost Occupation Population by ethnicity

Median age

Population by Age

Household size

Education

Median Income

Population distribution by Income

Housing type

Media housing cost

Occupation

Population by ethnicity

Where to look Denominational offices Government Offices (Chamber of commerce, economic development, small business development offices) Libraries (public and universities) Organizations (charities, advocacy groups) Companies (banks, real estate agencies) Periodicals (newspapers, magazines, newsletters) Internet sources (use the ones that are more official) Professional research organizations ( Clairitas, Scan US, Nielson, Gallup, Local companies)

Denominational offices

Government Offices (Chamber of commerce, economic development, small business development offices)

Libraries (public and universities)

Organizations (charities, advocacy groups)

Companies (banks, real estate agencies)

Periodicals (newspapers, magazines, newsletters)

Internet sources (use the ones that are more official)

Professional research organizations ( Clairitas, Scan US, Nielson, Gallup, Local companies)

A few terms Demographics: Who are the people? information classified by sex, age, race, income, etc Geographics: Where do the people live? State, city, region, urban, rural, Psychographics: How do the people live? Their lifestyle, attitudes, values and shared cultural experiences of the members of the community Religious Statistics: How many of the people are already actively involved in a church?

Demographics: Who are the people? information classified by sex, age, race, income, etc

Geographics: Where do the people live? State, city, region, urban, rural,

Psychographics: How do the people live? Their lifestyle, attitudes, values and shared cultural experiences of the members of the community

Religious Statistics: How many of the people are already actively involved in a church?

Have you reached your target? If you reach your target, the people on the inside of your church will look demographically like the people in your target audience outside your church. If your church is different, you are not reaching your community.

If you reach your target, the people on the inside of your church will look demographically like the people in your target audience outside your church.

If your church is different, you are not reaching your community.

Create a profile sketch of your target audience Read “A Guide to Using Demographic Data to Reach People Start a filing system to organize the information you gather about your target audience Your own marketing playbook Marketing Playbook

Create a profile sketch of your target audience

Read “A Guide to Using Demographic Data to Reach People

Start a filing system to organize the information you gather about your target audience