This is an interesting post over at Church Marketing Sucks.
Starbucks is often used as an example within the world of church marketing. They have an experience, they knew how to tell their story.
Yes, I said “knew how to tell their story.”
I’ve had numerous conversations with church leaders about Starbucks’ concept of a “third place” and how the church could harness that feeling. We have work, we have home … Starbucks was that third place, a getaway, a place to relax, etc. etc.
Then they installed a drive-thru. So much for a third place, it was just a stop on the way to either home or work. They’ve put another nail in the coffin now with instant coffee. Doesn’t get any less third place than that.
Starbucks no longer has a story to tell. Their story is now the same as McDonald’s and Folgers.
I’ve seen the same thing in the local church. They start off with a core calling, know who they are and what God has created them to do. Then they either get bored or see the church down the road try something new and they change there story.
Excellence as church marketers is all about being great storytellers. Know your story and stick with it. Don’t let things–even seemingly good things–distract you from your unique story. When you start to change your story, often you don’t end up with something new, you end up without a story to tell.
Let someone else sell instant coffee or add a drive thru. Put your efforts into creating a more excellent third place, whatever that unique component happens to be for your church.
Recently, I attended a seminar called “Creating a memorable customer experience.” The name Starbucks came up in relation to people paying what they do for the coffee they buy because it gives them the feeling that they can having something that people in a higher class of income can have. (The context of the statement was around the discussion of having a product that was different, unique that people would love to buy.)
I read what you posted and the thought that crossed my mind was that Starbucks has lost sight of their purpose-(?to sell coffee at an expensive price) They are changing their business model and will be more like everyone else. They will no longer be unique.
Isn’t it interesting that both secular and Church are struggling with the same thing, for different reasons.
What a challenge we face as people wanting to be fruitful for Jesus. How do we keep our focus on Jesus and His plan for our lives, our desire to be obedient to Jesus when the sounds of the world are drowning out the still small voice of God?
We can do it with encouragement, support, understanding etc from each other. As well, of course with prayer , reading the Bible, spending time with God etc. (I just got my daily dose of the best medicine in the world-laughter)
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