Archive for the 'Marketing' Category

OBEY! My first public sighting!

I don’t know if it is because I just love the NYHC punk rebellion of it, the gorilla marketing aspects, the raw designs, or because it is so different but when the art director at work turned me on to “Obey: Supply & Demand : The Art of Shepard Fairey” I was hooked. If you are into art, design, marketing, or just a lover of all things eclectic this book is a must.

Andre the Giant Has a Posse started in 1986 as a street art campaign by artist Frank Shepard Fairey and the Obey Giant has now literally affected pop culture around the world. From one “skater” kid putting stickers on walls in North Carolina to now being seen in every major city, TV appearances, a clothing line and even the Obama poster - Obey is not just a sticker design that caught on; it is propaganda on fire.

my first Obey Giant in publicAfter reading the book I had a passion to see an Obey Giant in public. As a drove around LA I looked and looked and looked. Because it is street art a Giant can be anywhere and they blend in with all the madness. The book is filled with all kinds of cool photos of Andre sightings. The art director was even going to print one and plant it someplace to make me happy. Well, I was at Starbucks on Sunset near Alvarado. The one with the Subway and laundromat which is so LA and bam, across the street on the awning of an old theatre were three giants looking right at me! I probably looked right at them a countless amount of times and did not notice.

So keep an eye out in your hood. The Obey Giant is everywhere. Now I have to figure out how to make a Giant wallpaper for my iPhone :)

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slowly coming back - topic: strategy

Here is part of the great post Phil Cooke wrote about strategy:

But I’m shocked at the number of people that just keep doing the same thing year after year as if the direction of the ministry, audience numbers, response, income – whatever, will magically change.   But getting from point A to point B doesn’t happen by accident.  It happens through a well thought out plan.

And by the way – when it comes to churches - changing graphics, cool music, lighting effects, or dumping the choir robes isn’t a strategy.  That’s just re-arranging deck chairs on the Titanic.   You need a fundamental re-think of what story your church or ministry is trying to tell, what that means to your audience, how to connect with that audience, and why it’s absolutely urgent they respond right now.

I could not resist posting a comment. I am really getting the itch to blog again so even though I am not taking hn.com life just yet, I thought I would get a fix. Here is the comment. Please know this is not negative. It really is positive because if more people would actually have the courage to be honest then the church would become self-aware and actually be effective.

Personality driven church leaderships unconscious need for control always seems to override what is the right and quite possibly the most effective choice. They will say they want growth, yet in reality they just want to be the boss. More often than not these authoritarian style leaders hinder their own church growth.

It is not uncommon for the pastor’s wife to gather together a team of people who have no real experience in fundraising to sit around for an hour or more to “guess” out a strategy. No data is gathered and there is no research – just verbal guessing as to what may be effective. Everyone gets pumped up because they now feel important and heck, this stuff must work since they saw it used on TBN. The only real requirement to be included in the team is that the person will NOT be completely honest since the last thing leadership wants is the real truth. Even the selection of the team is a guessing game so several of the people chosen have no business being in a strategy meeting. A time and productivity waster all around!

Although a plan is made it really just sends the organization into busy mode wasting resources and time. If success happens it only is a result of the law of averages and luck. A proper strategy crafted by professionals would not only save time and money it would achieve the desired results quicker. Unless the desired result is to feed control issues than the ego would be bruised if a professional is consulted and Lord knows the King can’t have that.

It always amuses me that church leadership will contract an accounting firm because they see the worth in hiring a professional for those tasks, yet when it comes to marketing most believe they are “gifted” so they chose to shoot themselves in the foot. One pastor I know contracted a web designer and just told him to make the site. The designer lives in another state and has never been to this church. He is given no information at all yet instructed to make a “cutting edge” website. When I brought this up over dinner conversation the pastor said he didn’t have time and it was the web guy’s job anyway. I tried to explain the importance of a web presence and the ignorance in not giving the designer any direction or data, yet it fell on deaf ears. Another ministry I know sends out direct mail each month for two separate campaigns yet gives no information to the writer. The writer just guesses on content twice a month. Yup, true story. There is no strategy, no measuring effectiveness, and they continue to send out two mailings each month simply because “that is what ministries do”. Even though the ineffectiveness and the amount of money wasted has been brought up in the past they continue on as is. Same with TV, thousands of dollars spent each week for a show that has no direction. It is just there and the correct decision is either to put resources into the show or get off the air. Of course, the occasional ego boost the pastor receives in public keeps the show on the air. The sad part is this is not just one ministry but many.

Pride and ignorance don’t see themselves in the mirror. For the most part these are good men and women who are just blind. Can you just imagine how effective we could be if we had the courage to be completely honest with ourselves and became self-aware?

 

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Holy Cow meets Hardly Normal

Besides getting to hang with “The Sindorfs” (I always kind of like to sing their name like you would “The Simpsons”) I was blessed by getting to know Michael Buckingham who is the founder and creative director of Holy Cow Creative.

When I heard I was speaking with Michael I was excited. I have been reading his blog for some time now and I am extremely impressed by his work. If you are looking for graphic or internet design I highly recommend you give Holy Cow a call. They even just won an Addy Award for the most original web design I have seen in a long time.

Mr. Holy Cow and I agreed on most everything. The only item in our presentation I had to differ with is Michael believes you should not steel ideas and instead be inspired.  I on the other hand find inspiration to plagiarize. That view comes from my music days. Frank Zappa did everything you could musically and KISS did everything you could as far as stage show. What’s left? You figure that out!

Creativity is forgetting where you stole the idea from! (the moderator of our presentation stole that line from me, and I stole it from an animator I had lunch with the day before)

I spent a few days allowing “The Sindorfs” (don’t forget to sing it) to pick on me and getting to know Michael.  Success is our value of relationships and my journey to NRB was very successful. I am hoping someday soon I will be able to work with Michael on a creative project because not only will I learn, it will be fun!

Holy Cow meets Hardly Normal

This was shot right before we spoke at NRB. I sure hope we didn’t mess anyone up!!! btw, my power point made Michael’s look good, although mine was much more entertaining! Look! A Squirrel! :)

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I am headed to Nashville.

I am speaking again at NRB this year. It really is an honor (and a miracle) that anyone would ask me to open my mouth. I get a daily quote from Carl’s Quote of the Day and here is the one for today:

The human brain is a wonderful thing.  It starts working the moment you are born, and never stops until you stand up to speak in public.
–George Jessel

I am not so much concerned about public speaking as I am about having to listen to country music everywhere. That will be torture.  Truthfully I am really excited because my life is about to drastically change in the next few days. Also I get to hang with some very cool people and catch up with old friends!

Phil wrote about NRB and you can read his post here

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Neat word of mouth idea!

I now have a new favorite place to stay in Hollywood which is kind of funny because not only have I walked by the Roosevelt Hotel for 17 years; in 2002 - 2003 I lived directly across the street.  The Roosevelt really has a great combination of the old mixed with contemporary and is not that expensive, at least for LA.  My only regret is that the ghosts of Marilyn Monroe or Montgomery Clift did not appear. I was looking, too!

They also have a very unique way of creating word of mouth.  The hotel places a custom medicine vial on the night stand filled with custom colored M&M candy. The first night I thought it was a vial filled with pills the other guy left out and I did not pay much attention. Then when going to breakfast the next morning one of the people in our party asked if we noticed the vials filled with candy. “Is that what that is?” I responded. They all thought it was dumb yet kept on talking about it the rest of the trip. I thought it was pure genius!

Vial filled with candy

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People hate change - continued

This past Friday afternoon I had a business meeting and the people I went to LA with had to go fend for themselves.  Upon their return I asked them where they went. They responded Taco Bell! No, they were not kidding! Going to Taco Bell in the Echo Park area of Los Angeles is like going to Pizza Hut in Rome, Italy (if there is one).

Later that night we were looking for a place to eat and they all wanted a chain restaurant even mentioning Applebee’s. 

What is interesting is if you asked these people about change they would say they love change. The truth is most people don’t. We gravitate to what is familiar – always!

In producing Christian television almost yearly every pastor has asked for a new show open. They feel they are not being progressive if they don’t have change. Now, if there is a ministry or strategy change then YES change the show open. If not leave it. 60 Minutes has had the same clock open for over 20 years for a reason.  Secular shows DO NOT change their show formats or opens because they know we are creatures of familiarity.

Keep in mind when you change stuff you make people feel uncomfortable!

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Life is funny

In less than two weeks I will be speaking at the National Religious Broadcasters Convention in Nashville. Today I was asked to speak about perfection vs. excellence.

Go figure :)

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I am normal after all - continued

Tony referenced a great article by Andy Stanley that EVERYONE should read. Oh my goodness, it’s titled Challenge the Process and it is so good I will post some (ok most) of it:

I think there’s something in every leader that yearns to try things in new ways, to test the status quo–to challenge the process. If you’re a leader, you’ve probably had similar experiences all your life. Leaders are constantly evaluating and critiquing the world around them.

When most people are moved by a message, we leaders are busy examining the structure of the presentation. Where the average person enjoys a great conference, we’re fixated on the methods that made it successful. There’s something in every leader that seeks to understand the process at work behind the scenes.

The rest of the world is quite the opposite. In fact, it’s human nature to gravitate toward the familiar. And left to themselves, virtually every person and organization is in a subconscious pursuit of the status quo. Eventually they will find it. And they will work very, very hard to stay there.

In a changing world, familiar is no measure of effectiveness. And the status quo is no benchmark for long-term achievement. That’s why the world needs leaders to venture boldly into the unfamiliar and to embrace the uncomfortable–because the best solutions are often found in unfamiliar, uncomfortable places.

The instinct to challenge the process is a fundamental quality of every leader. When God created leaders, he equipped them with an unsettling urge to unpack, undo and unearth methods. This explains your tendency to question everything around you.

It’s the reason you have such strong opinions–and such a strong desire to share them. God wired you that way. Deep in your heart you may feel that if you were in charge, things would not only be different, they’d also be better. This is not a problem of arrogance or pride. It’s simply the way God wired you. It’s a good thing.

Unfortunately, your zeal for improvement isn’t always appreciated out in the real world. As a matter of fact, your natural bent for leadership sets you up for resistance from virtually all sides–including other leaders.

And unless you understand the nature of these dynamics, the very instincts that qualify you for greatness can also lead you to disqualify yourself and sabotage your opportunities. Effective leadership means learning to challenge the process without challenging the organization. There’s a fine line between the two. But it’s a crucial line.

The first line of resistance the leader faces is the organization itself. As we’ve already mentioned, organizations don’t like new ideas. It’s enough of a challenge just figuring out the old ones. So the last thing an organization wants is someone suggesting that we need to start all over again with a different process. Your supervisors, advisers, elders, deacons and staff all feel pretty much the same way. Since human nature is to seek a place of equilibrium, change is seen as a disruption of progress.

The second line of resistance you face is from other leaders. You might think you’d find an advocate in this group. But, by nature, when you challenge a concept, you challenge the conceiver. You don’t mean it that way, but that can be how it’s often perceived.

Many talented leaders have “led” themselves right out of a job because their desire to challenge the process was misunderstood, or perhaps even threatening, to those in charge. While on the other side of the spectrum, many skilled leaders have resigned themselves to conform to the status quo, squelching and squashing their natural instincts because there’s no obvious opportunity to be who God made them to be.

As leaders, we must keep a sense of diplomacy without shrinking from our scrutinizing nature. When you stop challenging the process, you cease to be a leader and you become a manager.

I have been sitting here for several minutes in awe. I don’t really know what to say. This is such a great article. Thank you Tony for posting this. And thank you Andy Stanley! Thank you! 

I was at the Outreach Convention in San Diego this past November and I started to be convicted about something I was feeling and doing.  My wakeup call started when Pastor Craig Groeschel spoke. He told the story that starts in Mark chapter 2 where four men dug through a roof to get a disabled person to Jesus. Pastor Craig went on to ask “when was the last time you went through a roof to bring someone to Jesus?”

That really hurt me. Honestly it was a hard slap in the face. See, for the few months leading up to that trip, I was apologizing for being so zealous about doing ministry with excellence. I started to become passive, even allowing mistakes to happen just so I could fit in and keep the peace. I was actually starting to feel bad about the passion I have inside me.  It was a new and strange feeling to me because all of my life I have been rewarded for my passion and work ethic.  I was even starting to hate my gifts but now at least I have some understanding.

God did an amazing work in me. I don’t want to believe it was for me to simply step aside and become stagnant. I was the type of guy who would go through the roof and face any challenge to bring Jesus to people. That guy is coming back. I will never again feel bad that I am so passionate about ministry and excellence!

You can buy the entire Challenging the Process message plus 5 other great leadership messages on CD by clicking here or here! I just ordered mine and I cannot wait to hear the whole thing.

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Picking a name

Probably the single most important branding element is a name. Lately I have been asked a lot about organization startup names so it is on my mind.

I like to watch “The Big Idea with Donny Deutsch”.  Donny has a segment “million dollar name” where viewers submit their business names for his critique. Last night Donnie stated that a name should include something about the product or service of the business.

Hmmmmm

FedEx says nothing about shipping overnight. Of course today dictionaries include FedEx as a word that means express shipping.

Google is now being used as a verb, and we all know Google is search, but it is not in the name

Apple = computers?

Nike = Athletic footwear?

One thing I love about marketing (most of the time) is that no one really has the answers! There is no right or wrong, just some educated suggestions and LOTS OF OPINIONS.  The challange is when marketers take themselves too seriously and forgot to laugh at themselves.

My vote - pick a funny and unique name that will attract attention and hopefully someday become a part of modern culture
 

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Listening to the unhappy customer

I finally did it! I switched my Yahoo! start page to a Google start page. I probably have had a Yahoo! start page for over 10 years. Every time they changed I adapted, but about a year ago they created a new start page with a square ad right in the middle. It is horrible.

I didn’t make this switch overnight.  I wrote to Yahoo! on several occasions. Also, I started a Google start page about 6 months ago and kept trying it out during that period.  I would probably still stick with a Yahoo page, but every time their cookie is deleted I have to go to their new layout and revert. There is no way around this and it is very frustrating. So, yesterday I switched.

Seth Godin in his book Free Prize Inside!: The Next Big Marketing Idea makes a great point that we need to listen to our unhappy customers:

People who are happy are your company’s worst enemy. Satisfied customers don’t complain. Satisfied customers pay on time.  Satisfied customers don’t bother the boss or the tech support people or the legal department.

This is a problem. It’s a problem because satisfied customers are unlikely to radically increase your sales. Satisfied customers are unlikely to push you and your colleagues to stay ahead of the competition. One day, in fact, the competition will pass you and then the satisfied customers will quietly leave.

Your growth will come instead from dissatisfied and the unsatisfied. The dissatisfied know that they want a solution, but aren’t happy with the solution they’ve got. The minute they find it, they’ll buy it. Yahoo!’s best customers weren’t Google’s first users. Nope. The happy Yahoo! customers weren’t busy looking for a replacement. Google focused on dissatisfied Web surfers. People who were online but weren’t blown away by what they had been using (and wanted to be blown away)

Yes, the loud people who complain all the time are just that, complainers,  and are probably better off complaining in another church. But the majority of members who have been loyal for a longtime, but are now unhappy, and have been unhappy for some time (but have not said anything) will slip away without a word – unless you ask!

I believe in surveying. It helps in correcting issues and it greatly helps in being able to minister more effectively. Granger even offers the weekend survey they use for download. (another post about their weekend survey can be found here)

Of course, you might learn things you don’t want to know, because you might have to change, and change hurts because you’ll have to admit your way is not the best way!  But, if you are so closed you are not listening, or you don’t have an effective vehicle for constructive feedback established, you are seriously missing out on valuable data that can lead to great insight and growth.

Let’s be real for a second! If church is to be about helping others, and we don’t seek out their input, how effective can we be?  We cannot guess on how to help people and be really successful. Don’t ask your staff – ask the people you serve!

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Sign people hate change

People hate change. Even people that say they are into change are usually not. When I travel I like to explore the culture and opportunities of the area I am in. I always laugh when I travel with other people. When it is time to eat they want Applebee’s or a similar chain restaurant they have back home. They even baulk at the suggestion of trying something new.
 
Why? They want safe. They want security and even the thought of taking a risk scares them.

This is not a bad thing, it is just the way MOST people are. Knowing this fact in marketing we have to be careful of changing too often or too far out of the norm.