In Madison Square Park today, people were handing out postcards with a pack of gum taped on. Free gum was an enticing offer and got me to take the postcard. The card itself had a compelling headline that invites you to find out more. Turns out, this is a promotion for a church. It’s not the first time that innovative marketing has helped promote religion – it seems to be part of a larger trend of reaching people “where they are” rather than where the church is. It makes use of low-cost marketing tactics that you can apply to your campaign. Here’s why I think this piece is effective:
- It provides something of value to get your attention (the free pack of gum is nice and costs them little).
- It focuses on the customer’s needs rather than the church’s (the compelling headline is very different for a church).
- It respects the reader’s intelligence (it doesn’t patronize, insult or use fear or insecurity as a motivating factor).
- It provides clues as to what to expect (the photos show a diversity of young smiling people in the church).
- It provide specific instructions as to what to do (lists services to attend, how to enter and gives other benefits, such as “Childcare available.”
- It provide a link to the website for more information.
- It was inexpensive to produce (the gum was taped on with a loop of masking tape).
- It was distributed to people in their demographic (by someone who could answer questions and be an advocate for the church).
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