Selling Tomorrow’s Ideas to Yesterday’s Generation
In the past few days I have spoken at two conferences, Cultivate in Chicago and Rejuvenate in Birmingham. One of the most popular questions during the Q&A; session deals with the difficulty of selling an aging generation on new ideas and technology: “How can I convince my [boss, board, church members] that social media or a marketing campaign is something we should do? So how do you get your point across to yesterday’s generation without frustrating them?
If I have learned anything in 20 years of marketing is this: you must speak the language of your target audience. And that goes for the people you have to help adopt a new vision or strategy.
Often you have to use yesterday’s language to sell today’s idea to accomplish tomorrow’s mission.
Church marketing is a perfect illustration for that. While some church leaders might argue whether or not churches should be in the marketing business, most will agree that every church should be in the evangelism business. So often in my conversations with certain demographics, I speak of an outreach plan or an evangelism plan instead of a marketing and branding plan. It’s the same thing: how can we reach more people with the Gospel?
If you’re having a difficult time getting your point across, you might have to rethink the way you’re communicating it. Try wrapping this new idea or technology in a concept that will resonate with your audience and watch the difference it makes.
What concepts in your job or ministry you’ve had the most push back?
Twitter
Facebook
LinkedIn
RSS
Digg
StumbleUpon
del.icio.us
Google Bookmarks
Orkut
Technorati
Yahoo! Buzz
5 Comments:
I have a tough time trying to convince my company to use social media as a business tool. Most people here just don't get it.
October 29th, 2009 at 4:31 am
This is a tough subject. Even if people "get it" they see it with their own perspective. Even those who join Twitter today, have a very different understanding than those who joined a year ago. There is an ever evolving learning curve and nobody is the expert.In my 10+ years of marketing experience, not only do I agree that language is important, but you have to show proof of results. Don't just tell someone that it works, prove to them with story that it really does. When I tell people that I've troubleshooted and scheduled an appointment with Comcast to fix my internet, all over Twitter, almost always, their interest is piqued. There are tons of stories like that that will help propel your cause forward. Find them. Create your own. Do something to help show that a difference can be made.I'd highly recommend the book Trust Agents by Chris Brogan and Julien Smith. It's a great read on this very topic.
October 29th, 2009 at 4:45 am
My grandma is a prime example for this. She is my ONLY supporter that does not have email (or a computer) and REFUSES to get one. Therefore, I have to print out my newsletter every month and send it to her. I've tried so many times to get her to invest in one, with MANY different angles, but she just wont. Some people are like that! hehehhe(but I sill love her deeply, cuz shes my grandma after all)
October 29th, 2009 at 4:49 am
@Kyle,If we were 100% rational a lot of these issues would be resolved quickly with proof–which I agree needs to be given. Often, however, it's the trust factor or emotional factor that rules the day. I've heard it so many times "I like you. Let's work together." That translated into, I like you; therefore, I trust you and I'm allowing you to talk me into moving forward together. @moweezle, Grandmothers can be tough, but I guarantee that if the only way for her to hear back from her favorite grandmother was through a computer, she'd find a way to get one. Just a hunch.
October 29th, 2009 at 10:21 am
spending money! many have not had large marketing/pr budgets and now more than ever, it's critical to have one. Not just set for proactive, but also a budget for reactive – since all businesses and organizations are more vulnerable with the viral media spread.
October 29th, 2009 at 10:34 am