Схема розділу

  • Marketing Metrics & Research

    My personal experience with marketing, is that the average business owner will treat the topic as a 'black art or science'.   In other words, you do a lot of work, say a lot of things, do a lot of promotion....and nothing happens.  And yes that is actually (usually) true.

    I like to use the analogy of the light bulb in your home. You flip the switch, or press the button, and there's an expectation that something will happen, the lite will glow and the room will brighten up.  If nothing does, then we understand that the bulb is burned out, and needs to be replaced.  Or perhaps the power is out.

    In other circumstances, the light bulb may barely glow.  Checking the voltage may reveal that not enough 'juice' is getting to the light fixture for the bulb to function properly. Less common are circumstances where the voltage may be too high, resulting in a fire or sparks.

    Engineers and technicians have tools to measure the various characteristics of the electrical circuit to determine where the problem exists.  Marketing people use metrics for the same purpose.

    What happens when your ministry isn't yielding the fruit you expected? Is it God's will?  Do you use another dose of patience, perseverance, and persistance?  When is it time to put a little more gas on the fire?  To push a few different buttons?  Fold up the tent and move on?

    Marketing Research is the process where we start gathering the facts and all of the answers to support why you're pursuing your calling, where you will do that ministry, along with all of the other obvious questions (how, who, when, where, etc.).

    Whether your ministry is delivering healthcare to remote African villages, clean water to the slums of big cities in India, social and economic services in South Los Angeles, becoming an officiant at funerals or weddings in Sao Paulo, Brazil,  or ministering to the needs of single parents in Chicago, this critical module of marketing helps you to get the information you need to justify & support your vision of ministry. 

    Let's find out.