Church Marketing Sucks

You may disagree with their theology, but you’ve got to love their marketing. The United Church of Christ made headlines late last year when their TV commercial featuring a bouncer at the gates of a church and a voice-over saying, “Jesus didn’t turn people away. Neither do we.” was rejected by NBC and CBS.

Their “God is still speaking” campaign, based on Gracie Allen’s quote, “Never put a period where God has placed a comma,” is also drawing attention. And as a result, some UCC churches seem to be growing, reversing a longtime downward spiral.

We’ve looked at the lessons from the UCC before, but it’s worth a reminder and a few new thoughts:

• The denomination as a whole is launching an advertising initiative, which makes for a more concentrated and more affordable effort. Promote the church nationally, help the church locally.
• They’re playing to their strengths. You could accuse them of catering to homosexuals, but they’re just promoting their liberal theology. Their marketing fits their message.
• They’re pushing the envelope. Sure it’s easy to be controversial when you talk about homosexuality, but at least they’re out there being controversial. And the rejection of their ad has reaped them loads of free publicity. Talking about homosexuality isn’t the only way to be controversial.
• They have a smart campaign with a strong visual image. It makes for a powerful punch.

What is your church doing?