A while back we talked about a church in Arizona that was giving away free U2 tickets as part of an Easter promotion. The dust has finally settled and we have an update on how it went:
- 844 people signed up for the contest.
- 81% of those people currently attend church.
- 72% had heard of the church already.
- 42 people visited the church thanks to the contest (projected).
They’re calling the promotion a “large success,” which some may debate, but there’s plenty you can learn from them, especially the fact that they did a post-promotion analysis. They also learned a key lesson:
“Marketing is not a set it and forget it activity, it’s a constant creative process which requires that you persistently get in front of people and tell them your good news.”
(you can read the full PDF report, with participant feedback, online)
Bridget
May 2, 2005
I have a serious problem with this, both as a Christian and a U2 fan. Firstly, this church used U2 as a marketing tool without their permission. Secondly, the people who organized this likely have no idea what U2 is about. They’re not a “Christian” band. They’re a rock band that happens to have 3 members who are Christian.
Anne Jackson
May 2, 2005
I don’t think they “need” permission to “use” U2 as a marketing tool. How is that different than saying you’ll have free Starbucks at a youth event, or giving away an iPod at a college event? As long as they aquired their tickets through honest means, giving them away…I don’t see how that poses a moral or legal marketing issue.
In their “deconstruction” they state: (which is where I am assuming you get the idea they don’t know what U2 is about)
“• U2 Tickets were a hot commodity. They sold out 2 showings at the Glendale
Arena in 20 minutes. Prices on the street for similar tickets ranged from $500 –
$800 per seat.
• U2 Fans hit our target market (males between the ages of 25-45). The average
U2 fan is a male between 28 – 40.
• Pointing a friend to U2 tickets is a pretty low risk outreach for our members.
There is little to no opportunity for rejection. This could open the avenue for
further discussion of our church.
• U2 is the closest thing to a secular / Christian band (Especially with their latest
album which is infused with Christian themes and lyrics.)”
I see that as smart niche marketing. They knew exactly who they wanted to reach and found a specific way to reach their audience in a creative and remarkable way.
When they say U2 is the “closest thing to a seculuar/christian band” I see that as them saying it would be a “safe” band to offer tickets to…instead of Nine Inch Nails or Nelly or whatever. They knew that the environment they would be sending the winner in would be positive and family friendly.
Any other thoughts on this from anyone else?
Crystal Renaud
May 2, 2005
I can’t argue with you there, Anne Jackson. Just reading that article made me think just as you posted about Starbucks and iPod. It is a safe way of “marketing” to draw people to the church. Isn’t that the point of this blog? To teach people the difference between sucky marketing vs. good marketing?
excellent.
tinker
May 2, 2005
I am having trouble viewing the other comments for this entry…help? Thx.
Anne Jackson
May 3, 2005
What does it look like to you?
David Zimmerman
May 4, 2005
Back to the marketing… again it seems that the biggest effect of the promotion was helping people find a way to invite their friends. We all know that is the most “effective” way to bring people to your church- and this promotion gave people that opportunity.
It’s not a cooincidence that many of the comments mentioned that as members of the church they were grateful for this “non-threatening” way to invite their friends. In my experience, people don’t need classes on evangelism- they need to overcome their fears. In fact, I think Christians are more afraid of evangelism than non-Christians. What was great about this program is that it took the fear away and gave the people of the church a unique opportunity to invite their friends.
I am trying something similar at my church. We will be showing outdoor movies at members’ homes throughout the summer (we have purchased the liscence to do this). Not only are these great opportunities for my people to invite their friends, but it is “non-threatening” to come and see a movie, but it also gives new people a friendly way to meet us before them come to a church service. Of course, we will do some mass-marketing for these events, but I am sure that in the end most people who come to our church will come because they were first invited to the movie.
JustKaz
July 8, 2005
I am trying to find out if the members of the group are Christians, and find out about their lifestyles and where they attend church, when they got saved, what their testimony is, and see if they talk about God at their concerts….
I am trying to find out all this as a friend of my Sons showed him the new U2 cd.
I need to know if these band members are christians or not.
Can anyone show me a site that shows how these band members are Christians in the community?
info@kazphotos.com