Podcast-Ignore

Advertising and Faith Based Programming – A One Way Conversation?

This short spot really illustrates the disconnect that traditional advertising is having from the consumer today. Up to this point, traditional advertising has been a one-way process. But today, in the digital media world,
interactivity has become a player as consumers now have the ability to do more than just buy – they can respond in a number of ways.

Once I saw this spot, it reminded me of faith based broadcasters as well. Since the beginning of religious media, it’s been a one way medium. “Preaching” is the perfect metaphor: preach or teach the message, and be done with it. The only response most media ministries are interested in is a phone call for salvation or for your credit card.

But today, audiences want more. They want to interact. They want their feelings heard. They want to determine (or at least have an influence) the message. That’s why we call it “social media.” It’s gives your audience the opportunity to participate, and when that happens, they become part of the communication, and they take ownership.

What are you doing to give your audience a voice? How are you incorporating their preferences and desires into your message? Is your media one way or two way?

Related Articles

9 Comments

  1. Hey, that's MY SERMON!!!

     Anyone mailing to donors has a low tech way of hearing from them–and I don't mean gifts.  Each response –or non response tells you something. 

    Anyone mailing and not building in tests to determine the right offer, theme, price point, format, color, etc that each SEGMENT of the file responds to best is missing a vital opportunity to learn and grow the relationship.

    To do that you need the right database, the right data, a willingness to mail what the donor whats –instead of what you want, and a strategy. 

  2. I must say i like where this conversation is going. It is sad to note that the idividuals or groups that fill our society with a detestable onslaught of junk seem to make better use of the media than those in the fight for truth and morality. "The bad guys" seem to care more about the current needs and demands of people; while the "good guys" regidly locked in tradition and culture morf into seemingly repulsive dictators.

    Saddle up boys the pulpit is about to change!

  3. I’m sorry but I fundamentally disagree with the assertions made in this article. Let’s start with the opening video implying that coporate traditional advertising is disconnected from the consumer.
    The real truth is that much research goes into modern advertising campains to insure connection with the target audience, and while it occasionally fails, the vast majority of “corporate” advertising is very effective, which is why corporations will spend billions of dollars in non-interactive advertising.
    Secondly, let’s take a look at this assertion:
    ” Since the beginning of religious media, it’s been a one way medium. “Preaching” is the perfect metaphor: preach or teach the message, and be done with it. The only response most media ministries are interested in is a phone call for salvation or for your credit card.
    But today, audiences want more.”
    First of all let’s point out the obvious. Most of these style of religous media are multi-million dollar ministries which goes to attest to their effectiveness.
    On the other hand, the vast majority of Churches that do actually interact with their congregations are not multi-million dollar ministries,
    Now let’s take a look at this statement:
    “But today, audiences want more. They want to interact. They want their feelings heard.”
    The real truth of the matter is that most people find very little time and very little will to interact with corporations and organizations, even religous ones.
    This is evident by Facebook’s loss of advertisng dollars over the last couple of years.
    Most people “like” corporate Facebook pages to recieve discounts or to lodge complaints. Few people “like” corporate pages to interact with the company.
    Quick sampling of larger Church Facebook pages shows that, while there are prayer requests, most people simply “like” and “share” lessons and statements put out by the Church.
    Infact, very little interactive communication happens on social media at all and the vast majority of social media is single ended statements and opinions not in depth conversations.
    Given these facts traditional advertising and the ” preach or teach the message, and be done with it.” is still by far the most effective method of Church communication.

    1. Wow Jon. I think you may be more out of touch with today’s culture than you think. Having produced two Super Bowl spots, I can tell you that most companies aren’t successful at advertising. And when it comes to ministries, big numbers do not imply success. Also, consumers DO engage with companies via social media in unprecedented ways – just watch Twitter light up when a flight is delayed or a beloved brand makes a midcourse correction. Traditional advertising will be around for a long time, but keep in mind that this generation is the most advertised and pitched to generation in history. They don’t respond like our generation did. Don’t make the mistake of thinking that one way conversations will continue to be the strength of interacting with consumers. And if religious organizations and nonprofits don’t pay attention, they’ll be left out in the cold.

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Back to top button
Close

Adblock Detected

Please consider supporting us by disabling your ad blocker