Showing posts with label granger. Show all posts
Showing posts with label granger. Show all posts
10.10.2007
Innovate Conference
I wanted to go to Innovate this year, but couldn't make it up to Granger. Lucky for me all of the main sessions are now online. If you're involved in ministry, and are looking for new ideas on how to operate, check them out. JM (ht:Church Relevance)
5.27.2007
We Can't
So for lunch today me and a friend went to Five Guys to get some burgers and fries. My friend orders first and pays. Then I placed my order and paid. After I placed my order my friend tells the cashier that he'd like to change the toppings on his burger. He basically just wanted the other toppings off of it and to put bacon and bbq sauce on it. The immediate response was "We can't". My friend talked to the guy for a minute and got them to add the BBQ, but only after much resistance. Pretty lame.
I was talking to my friend afterwards about it and I commented that it's not even really the cashier's fault. He knows the rules. He knows how the system works. He knows what he's supposed to do, and that's it. Nobody told him that really the goal is to make the customer happy so that they have a good experience. He just knows that once an order is placed, it can't be changed. Imagine how different it would be, though, if management gave them the rules and the system, but then told them that above all else, do what it takes to make the customer happy. If they want to change their order, let them do it. If they don't like what they got, get them something else. Don't go talk to a manager about it, just do it. If you give people a good experience, they'll remember it.
It kind of goes back to what I learned at the Granger communications workshop as far as people will remember 100% of what they feel. The more you can tie emotion into anything, the better people will remember what you've done. JM
I was talking to my friend afterwards about it and I commented that it's not even really the cashier's fault. He knows the rules. He knows how the system works. He knows what he's supposed to do, and that's it. Nobody told him that really the goal is to make the customer happy so that they have a good experience. He just knows that once an order is placed, it can't be changed. Imagine how different it would be, though, if management gave them the rules and the system, but then told them that above all else, do what it takes to make the customer happy. If they want to change their order, let them do it. If they don't like what they got, get them something else. Don't go talk to a manager about it, just do it. If you give people a good experience, they'll remember it.
It kind of goes back to what I learned at the Granger communications workshop as far as people will remember 100% of what they feel. The more you can tie emotion into anything, the better people will remember what you've done. JM
4.27.2007
Granger Communications Workshop
Here's a summary of my notes from Kem Meyer's communication workshop. It was awesome and inspiring. I learned so much it's incredible, and she has a great relational way of presenting tons of information so you don't feel as though you're overloaded. Anyway, here's my notes:
Granger Communications Workshop - Kem Meyer
Session 1 - Are People Letting You In Or Shutting You Out?
Worldview - bias that affects the story we tell ourselves to make it easier to live in a complicated world.
Frame - the words, images and interactions that reinforce (or speak respectively to) a bias someone is already feeling. In other words, how you wrap your message so that it communicates to a bias.
Story - how you live out your promise. If you’re authentic the details will line up and the contradictions disappear.
Good communicators do not try to change worldviews, they simply identify the worldview and then frame a story around it.
5 Marketing Myths
Myth #1 - You are in control
Average people are good at ignoring you. They have too much to look at. They have a different P.O.V. than you do.
Your content does not create interest. Worldview and first impressions create interest.
Seth Godin says that there are 3 types of listeners:
Visual - Decide if they are interested based off of the logo and feel of the media.
Readers - Decide if they are interested based off of the text.
Financial - Decide if they are interested based off of the cost.
Myth #2 - The more choices the better.
USA Today: Too many choices has negative consequences, regardless of the generation.
- Boomers get overwhelmed and shut down.
- GenXers labor over whether or not they’re making right decisions.
- GenYers just ignore you and move on.
Less is not more. More is less.
- The more elements on a page, the less important each element becomes.
- The more announcements from the platform, the less important each announcement becomes.
- The more brochures in a church, the less important each brochure becomes.
When you are overwhelmed, you don’t know how to move. When you simplify things, you make the next step obvious.
Copy expenses at Granger went from $12,000 in 2004, to $8,000 in 2005, to $4,800 in the first 9 months of 2006. During this time attendance continued to increase.
Granger Home Page Rules
- Can’t Scroll
- No more than 5 boxes/opportunities
Myth #3 - Advertising creates interest and reinforces the brand.
Advertising creates awareness. Awareness is not necessarily positive. People are aware of cancer, but they’re not lining up to get it.
Great experiences don’t contradict themselves, neither do great brands. Invest your energy in creating great experiences at every point of contact someone can have with your church.
Granger makes sure that all elements are consistent: series promotions, service experience, electronic media, print media, other media. They must all be consistent or each ministry/event will develop its own brand, or people will feel cheated and lied to.
Myth #4 - It worked before, so it will work again
Marketing Receptivity Study
- 70% of consumers are interested in products that enable them to block out advertising.
- 56% avoid buying products that overwhelm them with advertising.
- 33% are interested in choosing the marketing when it’s convenient for them.
People are struggling to figure out what will make the most difference. Why would they spend their time and attention on you?
Myth #5 - People care about what you have to say
People need inspiration, not information. What are you saying to inspire people?
We remember 10% of what we read, 20% of what we hear, 30% of what we see, 40% of what we do, and 100 % of what we feel. Emotion is the on/off switch.
Find a way to speak respectfully to where people are and communicate to inspire them.
Granger did a series called “The 5 Most Irritating Things About Christians.” It worked because it met people where they were.
Session 2 - Best Practices
Know your audience. What is your focus audience? You need to know demographic and psychographic information. Know about them, but also know what they do, what they read, where they hang out.
- Call local TV & Radio stations.
- What’s popular in your community.
- Claritas.com - Free resources by zip code showing demographic and psychographic information
- Give them a place to speak candidly and anonymously.
- What is relevant to their life?
- Where is their comfort zone?
- Where do they spend their time?
- What do they hate?
- Go to where they are. Go to websites, concerts, read magazines.
Remove barriers to entry - identify distractions and either remove them or address them. Don’t be afraid to laugh at yourself. Look at your environment, signage, flow, registration. Don’t make people read tons of pages. Give them one option. What is your audience doing 5 minutes before they encounter your media?
Language - Don’t use church words:
- No Yes
- Intimacy Connections
- Fellowship Community
- Visitor Guest
- Ministry Team
- Recruit Invite
- Spiritual Maturity Growth
- Program Experience
- Need Opportunity
- Go Deeper Next Step
- Announcement Next Step or opportunity
Communications motto: Our goal is to simplify everything your audience sees or touches to make their life easier or more rewarding.
Session 3 - Building A Cohesive Strategy
It’s communications job to harness a message, clear the path, and give the message life.
Before you do something, ask questions.
- Is this a tool or is it just cool?
- What current problem is it solving?
- What is the return on ministry?
Get rid of individual ministry logos.
Delete clip art to maximize impact of what you say.
Is it appealing (context), engaging (presentation), and helpful (content).
Granger - All communications are run through the communications department to be proofed in a 24-hour turnaround. This ensures consistency.
If you have to say it, then you’re not. (We’re cool! We’re fun!) Just do it, and then let others talk about it.
Granger - Worship bulletin is their first impression piece. They give info on church in membership class.
Granger - Bulletin on Sunday and weekly e-newsletter. All communication drives people to the website.
How do you know if you’re getting through?
- What stories do you hear?
- What is attendance like?
Granger Communications Workshop - Kem Meyer
Session 1 - Are People Letting You In Or Shutting You Out?
Worldview - bias that affects the story we tell ourselves to make it easier to live in a complicated world.
Frame - the words, images and interactions that reinforce (or speak respectively to) a bias someone is already feeling. In other words, how you wrap your message so that it communicates to a bias.
Story - how you live out your promise. If you’re authentic the details will line up and the contradictions disappear.
Good communicators do not try to change worldviews, they simply identify the worldview and then frame a story around it.
5 Marketing Myths
Myth #1 - You are in control
Average people are good at ignoring you. They have too much to look at. They have a different P.O.V. than you do.
Your content does not create interest. Worldview and first impressions create interest.
Seth Godin says that there are 3 types of listeners:
Visual - Decide if they are interested based off of the logo and feel of the media.
Readers - Decide if they are interested based off of the text.
Financial - Decide if they are interested based off of the cost.
Myth #2 - The more choices the better.
USA Today: Too many choices has negative consequences, regardless of the generation.
- Boomers get overwhelmed and shut down.
- GenXers labor over whether or not they’re making right decisions.
- GenYers just ignore you and move on.
Less is not more. More is less.
- The more elements on a page, the less important each element becomes.
- The more announcements from the platform, the less important each announcement becomes.
- The more brochures in a church, the less important each brochure becomes.
When you are overwhelmed, you don’t know how to move. When you simplify things, you make the next step obvious.
Copy expenses at Granger went from $12,000 in 2004, to $8,000 in 2005, to $4,800 in the first 9 months of 2006. During this time attendance continued to increase.
Granger Home Page Rules
- Can’t Scroll
- No more than 5 boxes/opportunities
Myth #3 - Advertising creates interest and reinforces the brand.
Advertising creates awareness. Awareness is not necessarily positive. People are aware of cancer, but they’re not lining up to get it.
Great experiences don’t contradict themselves, neither do great brands. Invest your energy in creating great experiences at every point of contact someone can have with your church.
Granger makes sure that all elements are consistent: series promotions, service experience, electronic media, print media, other media. They must all be consistent or each ministry/event will develop its own brand, or people will feel cheated and lied to.
Myth #4 - It worked before, so it will work again
Marketing Receptivity Study
- 70% of consumers are interested in products that enable them to block out advertising.
- 56% avoid buying products that overwhelm them with advertising.
- 33% are interested in choosing the marketing when it’s convenient for them.
People are struggling to figure out what will make the most difference. Why would they spend their time and attention on you?
Myth #5 - People care about what you have to say
People need inspiration, not information. What are you saying to inspire people?
We remember 10% of what we read, 20% of what we hear, 30% of what we see, 40% of what we do, and 100 % of what we feel. Emotion is the on/off switch.
Find a way to speak respectfully to where people are and communicate to inspire them.
Granger did a series called “The 5 Most Irritating Things About Christians.” It worked because it met people where they were.
Session 2 - Best Practices
Know your audience. What is your focus audience? You need to know demographic and psychographic information. Know about them, but also know what they do, what they read, where they hang out.
- Call local TV & Radio stations.
- What’s popular in your community.
- Claritas.com - Free resources by zip code showing demographic and psychographic information
- Give them a place to speak candidly and anonymously.
- What is relevant to their life?
- Where is their comfort zone?
- Where do they spend their time?
- What do they hate?
- Go to where they are. Go to websites, concerts, read magazines.
Remove barriers to entry - identify distractions and either remove them or address them. Don’t be afraid to laugh at yourself. Look at your environment, signage, flow, registration. Don’t make people read tons of pages. Give them one option. What is your audience doing 5 minutes before they encounter your media?
Language - Don’t use church words:
- No Yes
- Intimacy Connections
- Fellowship Community
- Visitor Guest
- Ministry Team
- Recruit Invite
- Spiritual Maturity Growth
- Program Experience
- Need Opportunity
- Go Deeper Next Step
- Announcement Next Step or opportunity
Communications motto: Our goal is to simplify everything your audience sees or touches to make their life easier or more rewarding.
Session 3 - Building A Cohesive Strategy
It’s communications job to harness a message, clear the path, and give the message life.
Before you do something, ask questions.
- Is this a tool or is it just cool?
- What current problem is it solving?
- What is the return on ministry?
Get rid of individual ministry logos.
Delete clip art to maximize impact of what you say.
Is it appealing (context), engaging (presentation), and helpful (content).
Granger - All communications are run through the communications department to be proofed in a 24-hour turnaround. This ensures consistency.
If you have to say it, then you’re not. (We’re cool! We’re fun!) Just do it, and then let others talk about it.
Granger - Worship bulletin is their first impression piece. They give info on church in membership class.
Granger - Bulletin on Sunday and weekly e-newsletter. All communication drives people to the website.
How do you know if you’re getting through?
- What stories do you hear?
- What is attendance like?
4.24.2007
Granger Regional Workshop - Communications
I got the chance to go the Communications workshop put on by Granger at Westridge church. It was awesome. I have to type up a summary for work, so I'll post that here later. There was also an interesting discussion hosted by the Westridge student ministry team. I'll post about that tomorrow morning, too, but it was interesting to see how God is blessing their ministry as they try to simplify their approach. JM
3.23.2007
Granger Regional Workshops
I registered 4 people tonight for the Granger Communications workshop that's coming to Atlanta. I'm really excited about it. Should be a good time. The information we learn will probably translate better to our situation than the Newspring Unleash conference that several of our staff went to last week. Hopefully we can learn a lot and integrate it into what we're doing to improve it. JM
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