With the focus being on your target audience, marketing is an intentional way to connect and build relationship. Simply put, it is a way of adding value into people’s lives. If you believe in what you do then why not invite others to join you. Whether it’s getting people to take part in an event or to come to your church for the very first time, marketing can help you reach your goals.
As Catch The Fire ambassadors, from the content you market you are encapsulating Catch The Fire’s brand essence: presence; encounter; and transformation in all that you communicate.
Start by identifying your intended response from those you are connecting with when marketing your message. A clear understanding of your subject and your target audience will help you navigate your marketing campaign using all the appropriate communication channels.
By showing integrity, authenticity and consistency, you are creating a space of trust with your target audience. Consistent communication is key to building trust in any marketing campaign.
Intentionally determine your marketing strategy, your campaign. Your communication does not happen by accident. There is a compelling reason why behind the content you are marketing — plan, deliver, engage, evaluate and grow. Know who you are; know your uniqueness; know where you are going; and know who you are wanting to attract. Having clear and concise communication enables you to control how Catch The Fire’s brand is being perceived.
The group you are directing your marketing to determines how you approach your communication. Put yourself in your target audience’s shoes and communicate based on that perspective.
WIIFT [What’s in it for Them]
Put the interests of your target audience before your own. Effective marketing identifies a problem that needs an effective solution. The product or the service you are offering if well identified, can be that solution. Your target audience do not want a sales pitch or feel manipulated — they will soon tune out. Communicate what you want for people, not what you want from them. Inspire through casting a vision with the heart of your message, sharing experiences and life changing stories. Describe real outcomes that will benefit your target audience and add enormous value in their own lives.
For every piece of communication, determine a marketing goal. Do whatever is needed to gain clarity about the desired outcome during the entire design process.
Think about the pace of your marketing campaign. Avoid loading down your target audience with too much communication all at once. If necessary, delay a message so another has a better chance of reaching.
Levels of Importance
Show the most important details in a place where it is easily noticed and understood. Avoid burying key information under several layers of sentences or paragraphs. Keep it simple and accessible. Create a buzz; create conversations; and get people excited so they also want to share.
Types of Marketing
MASS MARKETING — getting your message to as many people as possible
DIFFERENTIATED MARKETING — separate marketing strategies to different market segments
CONCENTRATED MARKETING — specific marketing to a very specific market segment
Types of Adverts
PRINT MEDIA — newspapers; magazines; bus stops; signage; posters; and flyers
DIGITAL MEDIA — websites; Google analytics; social media; screens; movie theatres; apps; and email newsletters
For every marketing campaign, create space for evaluation. It’s important to reflect and ask whether your communication pieces have met your intended goal. It assesses the effectiveness and also provides a learning opportunity for improvement for next time.