How To Successfully Promote Church Events

How To Successfully Promote Church Events



in my experience many churches struggle with event promotion you want your congregation to take next steps and get involved in the life of your church but how do you inspire them to actually do that well in this episode of pro church tools I'll share with you a simple three phase framework for promoting your ministries events and you'll learn what it truly takes to inspire your church to action well hey there and welcome to pro church tools the show where in 10 minutes or less you'll get a dose of tips and tactics to help your church share the message of Jesus well we navigate the biggest communication shift in 500 years I'm your host Alex Mills joined as always by the bossman Brady Shearer Alex we truly believe at pro church tools that the best pathway to church growth and church health is to focus on next steps right people in your congregation actually taking action getting involved and not being passive spectators that just maybe show up to a Sunday service every other week but of course this goal presents a huge question how do you actually compel people to get excited and get involved right and so what we want to introduce in this episode of pro church tools is a three phase framework that you can implement for any type of event promotion at your church it's simple but it's incredibly powerful well if you're hosting an event and nobody knows that you're hosting an event because you haven't promoted it well nobody's gonna be at that event to take the next step you want them to take and then you could get into this like vicious cycle of then analyzing what you've done and saying oh nobody came to the event I guess the event wasn't good enough and then you know making adjustments to the event when no the event itself was fine and maybe it would have been great but you shouldn't promote it well enough and so we have to know how to promote our events well and we have tools like Facebook and email websites all these things available to us to help us promote our events and so we have to learn how and then you'll have people at your events to take those next steps well it's a tricky balance right because you obviously have to make the events good yet otherwise if you do a ton of promotion people show up and it sucks they're gonna feel like wow that was a big lesson and I'm not gonna believe them next time yeah but then on the other side of things if you don't do any promotion it doesn't matter how great your event is if no one actually gets involved and this is the tricky balance in the business world that we talked about between marketing and product like you there's an old saying like you can't put enough makeup on a pig to make the pig good looking at something like that it's like you got to make sure your product is good but that also is not true in the inverse like if you build it they will come that's also not true yeah so there's this in-between there's this tricky balance so when it comes to the promotion side of things a lot of churches I've found feel a little bit lost and what they do is they just end up saying like come to our and so there's a better way yeah it's this three-phase framework let's dive into the first phase the first phase is the awareness phase here you want to begin this phase about one to two months before the event is actually scheduled and on the calendar and the key to this phase is to do soft promotion okay so this is the awareness phase all you want to do all you want to accomplish success during this phase is making sure that when you say the events out loud the person in your church goes oh yeah that's coming up isn't right yeah I've heard about that somewhere before that's it and so 1 to 2 months you don't have to promote it every week you definitely don't want to do it every day but there are a number of different things that you can do you can give it a stage announcement not every week but a stage announcement maybe every three weeks or whatever you want to do storytelling right this is the soft promotion side of things you want to inspire people a social story a behind-the-scenes story that shows oh we're getting ready for Christmas exactly it's October and you're posting you know people are building sets you post an Instagram story like I'm at Target I'm getting some decorations just these types of things that kind of just remind people as they go throughout their everyday they're there every week oh yeah the Christmas is coming up yeah the men's retreat is coming up oh look they're there buying a ton of bacon you know right this probably not 1 to 2 months in advance the bacon would go bad but yeah that's the first phase awareness soft selling lots of storytelling and just sprinkles through all the different platforms don't over index on announcements do an announcement mention in the email newsletter do some Instagram stories create a facebook video you know all these little like just just hit all your different locations because maybe someone doesn't hear the stage announcement because they tuned out but maybe they do see it on facing right awareness and this way an event can never sneak up on anyone in your church because you've still you've told them you know you've dropped those little hints a couple months in advance and so when it comes time to actually pay for the men's retreat maybe people have set aside money because they knew about a couple exactly or at least when you tell them they're like oh yeah I meant to do that yeah yeah okay I always UPS planning on it anyway that's phase one phase two moving from awareness to anticipation if the first phase is one to two months before the event is scheduled now we're in the one to two weeks before got to create some hype exactly and that's exactly what this is about this is about anticipation the key to this part of the process and this might be the most important part of this entire episode is to make sure that you as a church and you as the leadership are clearly communicating the value proposition of the events now that might sound a little bit like weird speak that makes no sense here's an example that should make it clear let's imagine that your church is promoting a Christmas experience okay your big Christmas service this is a cornerstone event it's one of like the two biggest things you do all year yeah what most churches do and I know this because I've done 30,000 individual church announcements for churches of all sizes ethnicities denominations and everything in between most churches will communicate and try to get people excited and begin anticipating the Christmas service by saying stuff like there's gonna be a candle lighting and we are gonna be singing your favorite Christmas songs and pastor bill is going to be delivering a message in a manger we are going to have so many candles that it will be blinding to you guys the point I'm trying to make is that churches focus on these parts of the service that are features that seem important to them but don't actually communicate any urgency or anticipation to the congregation so what's the alternative the alternative is to focus on the value proposition if I'm a family in your church the fact that you have candles in your auditorium instead of the regular lights there's nothing of value there for me that's maybe a fun little gimmick a little bit novel but there's no value instead you could take an angle like every single year we get really busy around the holidays but we know that the Christmas service at Central is a family tradition for so many of you and we're gonna be doing things that your kids are gonna talk about for years you're always gonna remember coming to church on Christmas December 23rd or December 24th whatever day it is you know it's not about the candles it's not about the tree it's not about the decorations it's about the family tradition and that we all turn our eyes to Jesus for instance my family on December 23rd had a candle lit living room event where my mom and dad would sit down they'd open the Bible and we'd read the Christmas story and we got one gift best gift I ever got no not a real gift oh no no gift I thought you just got to open when there were some families that would like you know like thing that you open up the gift and December 4th no I was not one of those families it's not staged gift I got yelled at Christmas morning it's 7:30 go and eat you're Mennonite brunch first a fighter no you don't get it December 23rd the gift would be like an ornament okay like not a gift fake it right I remember I still remember and we talked about it this day because of the tradition that's baked in of course I was given a gummy alligator and to a 62 pound eight year old it was the most amazing thing in Korea because it was this giant gummy alligator I have been trying to track down this alligator I'm 27 and I still think about it on December 23rd because of the tradition right that is a value proposition that will resonate with a family in your church talking about focusing your eyes and the whole family on Jesus just like you do every single year don't miss this event not because of the candles yeah but because of the family tradition the whole family turning their eyes to Christ around Christmas well and this can be hard for the people who are preparing services for people who are curating these experiences because often a lot of the things that hold a lot of value to us who are creating these asses whether its monetary value like these lights cost so much or you know you put in a lot of time setting up these candles have you ever tried to light a couple hundred candles like I have not right and you're thinking about what's gonna catch on fire and and you put a lot of effort into these candles I know cuz I'm you're thinking of it yeah so then when you're thinking of it then you share it with right because it's on your mind in this hair it has so much value to me because I put so much time and effort into it but we kind of have to step out of that perspective and take a seat in you know the congregational perspect say okay what are these people going to find the most value in here and it just takes a little bit of shift of perspective but that proposition is going to be just a lot more effective phase one awareness one to two months phase two anticipation one to two weeks final phase most churches completely neglect this phase you've been working on promoting this event for so long it finally comes you're like finally we can stop promoting this right no do not stop one to two days this is right around the event is happening this is the action phase what we have found is that if you've done this right there are gonna be so many people that are on the fence but we humans are excuse brilliant connoisseurs we will find a way in the last minute we were planning on doing something they were like yeah but I'm kind of tired and I don't want to get the whole family how many times have you clicked interested on an event on Facebook and then not gone there's a reason why forms have now begun to go step by step when it comes to you know instead of like here's 18 fields you need to fill out right we know with human behavior if we just start with an email and you click enter and then we present you a second thing you'll be like well I already entered the first thing yeah I might as well do it now yeah so with these one to two days left in this action phase you want to focus on a number of different parts of communication it's very important you want to do testimonies and you want to do behind the scenes as it happens so if someone attends your Christmas service and they send you an email and they're like and that was amazing like my family's never gonna forget that and we're just in such a better place take a screenshot posted on every social account send it out an email do a live behind-the-scenes insta story of people walking like everyone's behind the scenes like behind you know in the green room were like just off stage you're about to walk onto stage to do the Christmas service like and post it or like the day before you're setting up maybe you only have one service like the day before you're setting up all the decorations show it be like hey I know if you've been thinking about that you've got to come to this like urgency scarcity more urgency get people to take action because there's a huge percentage I would warn against you know twenty percent of the people that are on the fence that are just looking for a reason not to come so don't slow down the promotion ramped it up as you get closer to the event so good final thing is that not all events deserve the same level of promotion we did another episode of pro Church tools called the ultimate event promotion framework where there we offer a matrix basically that allows you to wait events based on their importance right and then that should determine proportionately the amount of promotion the volume this framework can be applied to every event but you shouldn't apply it as intensely right with as much volume for a Christmas event as for like a women's brunch right so that's important to remember to that episode of Pro Tools will be linked in the show notes and that do it for this episode we'll see you next time hey thanks for watching this episode of pro church tools make sure to subscribe to this channel turn on notifications so you never miss another video hey and if you liked this video why don't you go ahead and tell us hit that like button so we know how you feel smash

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