Bad Marketing
Over the Memorial Day weekend, I was handed a coupon for 50% off a single non-sale item at Michael’s. Since my daughter is now into a line of toys that they sell, I thought this would be the perfect time to jump in, fight the holiday shoppers, and get something for my daughter. When I got there, I quickly realized what they were doing – they put everything on sale at 10-25% off to prevent shoppers from using the 50% off discount coupon. Now, I’m sure they did this for some items where they would take a severe loss – that’s why I started looking for another deal (yes, I was trying to spend some money that day). In the end, I couldn’t find anything I wanted that was not on sale – most of which were simply 10% off. Now, 10-25% off sounds great, doesn’t it? But, when the store set my expectation for 50% of one item, I was there expecting a great deal and willing to spend more money on other things on sale. Instead, I walked out spending nothing and have chosen to now only shop at Michael’s if I can’t find what I want elsewhere. Their marketing idea of bringing in customers using a coupon turned into a moment when they failed to deliver and burned the customer so bad, they may not return (or won’t go to them first).
Remember, everyday you are marketing your church or ministry to potential visitors, existing members, and volunteers (whether you know it or not). If you are not closing the deal over and over by loving on your volunteers, you are missing out. If you are closing the deal on your volunteers once, then loading them with work and sending them out, unministered and unloved, you are missing out as well. Marketing is constant, as is executing your ministry.
Seth Godin’s recent post on outlines some issues he had trying to redeem a coupon:
The clerk handed me the receipt, and I asked, “Where’s the discount? It seems to be missing.” The manager walked over and said that the coupon wasn’t valid because the grill was on sale.
Well, sure, that’s their privilege, but:
They didn’t tell me, I had to ask
The coupon said no such thing
They didn’t even apply the coupon to the non-on-sale other stuff.
So, is your church or ministry doing the same things as Seth or I experienced? Are you putting in caveats, hidden agendas, or inconsistent delivery? Be careful how you execute with your volunteers and visitors – they may just hurt you and those you are trying to reach if you are not ready to execute!
[tags]coupons, bad service, church marketing[/tags]
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