Make Your Marketing Successful by Starting at the End!

April 4, 2009 by  Filed under: Marketing 

I was at a Matt Bacak seminar last weekend and heard some fabulous speakers on a variety of topics. So as I got on the plane yesterday, I remembered I had an old mp3 of his that I hadn’t heard in quite awhile on my MP3 player. His recording was about creating a product for marketing on the internet. And then I thought to myself…”Why wouldn’t this work for other marketing efforts as well?” 

 The answer was, it does.  Begin with the end in mind.  When Stephen Covey set out his 7 Rules for Highly Effective People, he offered this advice: Begin with the end in mind. In other words, work backwards from where you want to end up and make choices that will lead you there. Too frequently, we know where we want to get to and then just put our heads down and hope we end up close to our marketing objective. Just like the rocket that got off course by a few degrees at the beginning of the journey, too often we miss the landing by millions of miles.  

Know what you have to do to achieve your goal   I used to sell vending equipment to businesses. It was strictly cold call. At the time, I knew that I wanted to make 3 sales a week. Even back then, I broke it down in reverse. 30 years later, I can still remember the numbers:

  • I had to do 4 presentations to make 1 sale
  • I had to have 7-9 appointments to make 4 presentations.
  • I had to talk to 18 owners to get 7-9 appointments.
  • I had to cold call 45-50 businesses in order to get in front of 18 owners.

So in order to make 3 sales, I had to see roughly 150 different business’s each week.  Not as easy as you might think because there really isn’t that big a market for people wanting/needing commercial vending machines. That came out to roughly 30 cold calls a day…rain or shine. So, by looking at the end, I knew what I had to do precisely to be successful.  

You can be successful with a little planning/preparation!  

So perhaps the best way to start a new marketing campaign to (let’s say) get new congregants is to look at some of these factors:

·         Number of visitors to become a member

·         Number of touches (personal or otherwise) to become interested enough to become a visitor

·         Number of ads/promotional media to get the necessary personal touches  

The same approach could be taken with a building project, stewardship campaign or any other project the church wants to take on.  

Vision Creates Energy!  

By “starting with the end in mind”, the visions of your Church Leaders can create the energy and inspiration-from which all things are possible. Although the visions may be beyond our current grasp, they motivate, energize and inspire us to work towards them. And as leaders, we inspire others to want to be part of our vision, so much so that they stretch themselves and their skills to be involved. And once that happens, you will see momentum that will carry you to places you never dreamed of.  

The question you might ask yourself is if your church or organization has provided the end vision for where you want to be in a year, 5 years or beyond? Where are you headed? What’s important about that?  And are all areas/ministries within the church tied into your vision? Synergy is contagious. Make sure everyone catches it.

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