BRINGING THE
LARGE INTO THE SMALL
HOW CAN SMALLER ORGANIZATIONS MARKET
THEMSELVES TO COMPETE WITH LARGER ORGANIZATIONS?
BUILD TO THE STRENGTHS OF THE SMALL ORGANIZATION
HOW IS THE SMALL ORGANIZATION IS UNIQUE? Let that question be the guiding force behind a small organization. "Ask yourself how you are different," (The Wall Street Journal). Don't try to compete on the scales that you know you cannot reach. Dive into social marketing. Verbal marketing is still effective. If people know that you create relationships with clients, are loyal, are dedicated, listen to clients, etc., they will tell others and people will be more willing to come to the smaller organization than the larger organization. People still want to be a name not just a number. For example, a smaller church will never be able to compete with the size of the larger church. Don't promote a smaller church as a large church though. Promote it as a church where you will be known when you walk in the door. Promote it as a church where your presence will truly matter and people will know if you are absent one Sunday. People will be more interested than you think.
LOOK TO LARGER ORGANIZATIONS FOR ADVERTISING INSPIRATION
HOW IS THE SMALL ORGANIZATION IS UNIQUE? Let that question be the guiding force behind a small organization. "Ask yourself how you are different," (The Wall Street Journal). Don't try to compete on the scales that you know you cannot reach. Dive into social marketing. Verbal marketing is still effective. If people know that you create relationships with clients, are loyal, are dedicated, listen to clients, etc., they will tell others and people will be more willing to come to the smaller organization than the larger organization. People still want to be a name not just a number. For example, a smaller church will never be able to compete with the size of the larger church. Don't promote a smaller church as a large church though. Promote it as a church where you will be known when you walk in the door. Promote it as a church where your presence will truly matter and people will know if you are absent one Sunday. People will be more interested than you think.
HOW DO WE LOOK LIKE THE LARGE ORGANIZATIONS?
- Create a brand (a logo that is clean, simple, and gets the message across). When people see the logo will they remember it like
like they remember the Coca-Cola brand, Chick-fil-A, etc.?
- Dedicate someone to in charge of media, communcations, marketing, etc. Even if one cannot be afforded on the payroll find an experienced intern to help. Also, utilize the available resources. There are numerous resources available that can help create appealing graphics to put on a website, email, social media, etc.
- Have a RESPONSIVE website. Create a clean, effective website where people will want to visit each day to learn new information just as they do their regular news websites. Make sure the website is responsive (it translates well to a phone or tablet screen) because most people are not going to view the website but instead view it on a phone or tablet. Remember in designing the website simplicity is key.
RESOURCES TO GET STARTED
Church Marketing Video--This helps talk about the importance of spreading a message even if not a church but a small organization.
https://www.youtube.com/watch?v=wWxbEEZodfQ
Canva--"Canva is a simple-to-use design program. Used by 1.8 million people.Design presentations, social media graphics and more."
ProChurch Tools--Even if not a church, PLEASE use this resource to get ideas about marketing and media. I subscribe to their weekly blog and podcast and it gives me such great ideas and new perspectives.
Overall, these are the steps and resources I seek as an individual applying marketing strategies to a church, small organization, to allow them to compete with larger churches, larger organizations, while still maintaining their same brand, mission, and vision.