GET OUT!

Panera...I've never been disappointed

I had lunch today at Panera and of course, I had a bowl of soup. The new Chicken Tortilla soup to be exact. While eating I thought to myself...I've never been disappointed in a bowl of Panera soup. And I've been eating soup at Panera regularly (at least once a month) for the last 8 years or so.

What is it about what you do that never disappoints? Can you isolate just a few things that you excel at? Those are the home runs you need to be pushing into your marketing messages if you aren't already. Those are the things you need to be supplying testimonials for. Those are the things that need to be front and center on your web pages.

Remember, your marketing needs to say much more about what the customer likes than what you like.

Is it time for you to jump on the Twitter bandwagon

You've heard of Twitter...right? It's like a mini-blog. You've got 140 characters to answer the question "What am I doing?" It's probably closer to say "What am I thinking?" Regardless, you "follow" others on Twitter and they follow you. You can follow me here. Readers of my blog will remember me addressing the issue back in June.

Twitter is an incredible tool to strengthen and to grow your core group--what I like to call your tribe. Can you imagine having your camper families following every update you listed...open sessions of camp, updates on building projects, maintenance frustrations, lives being changed, wildfire headed toward camp, program director has a baby. The sky really is the limit. But the point is...you are involving others in the life of your ministry. They get a sense of your "humanness" and they feel they know you better.

Thanks to The Hotel Experience, here are some great tips about using Twitter to your advantage...

• Start your camp or conference center Twitter account and use it to post discounts, open sessions, program information, or anything else your "tribe" might be interested in
• Encourage your staff to set up their own Twitter accounts and post to them often. Go here for some help getting started 
• Use TweetBeep to follow when people are "tweeting" about you or your camp or conference center   

Twitter is just a tool...a very powerful one...but it can help you identify your tribe of followers and rally them online, helping them feel like they are insiders, which is always a good thing.  

Have you harnessed the Blue Monster?

Thanks to Hugh Macleod, we now have The Blue Monster.

I love this attitude. I've heard it said another way, "Go big or go home." That "get r done" attitude is incredible and I love it. Hugh drew this cartoon for Microsoft but I think it applies to our industry as well. 

Many would say that this is a very difficult time for camps and conference centers. They would say it's time to hunker down and ride out the storm. Maybe they would even say it's time to batten down the hatches and forget about launching anything.

I disagree. In my view, this is exactly the time to try the new thing. It's time to embrace the Blue Monster--to change the world or go home.

I mean, really, why are you doing what you are doing anyway? Were you hired to simply perpetuate the status quo or were you hired to make a difference? Are you just a cog in a giant wheel, simply doing your job putting bottle caps on bottles until you die or give up only to be replaced by the next girl (or guy)?

I think not. You are a unique individual. A special package of gifts and talents that no one else can provide. God put you where you are because you bring a special "seasoning" that He wants in that place...at this time. You are there...ON PURPOSE!

It's time to start. It's time to engage. It's time to do those things you were brought in to do. Are you waiting for permission? Okay...you've got it. I hereby give you permission to initiate those things that are in your heart to do. It's time.

Harness the Blue Monster that Hugh talks about. Find the social object. Discover that purpose idea for your camp or conference. Don't take this downturn lying down. This is your opportunity to shine.

So true, it's scary

I saw this parody today. Man, this is so true it's actually hard to watch. Too many churches have gotten by like this for too long. It's no wonder numbers are in decline.

Beware the lure of the big one

When I directed Shepherd's Fold Ranch I would often fall prey to wishing for that one big donor or that one big group that would swoop in and in one easy step, solve all my problems. We even joked that we didn't need a lot of campers, we just needed a couple to pay a million each! Pretty pathetic, huh?

But admit it, you've probably harbored similar thoughts. If you could just recruit that one donor that would unload a tub full of money on your ministry you'd be set. If you could just find that one mega church who would begin to direct all their groups to your camp...their men, their women, their youth, their seniors and singles...you'd have it made. No more striving for every last buck. And of course the unwritten...no more relying on faith!

I used to pray hard for the big one. Then one day, I felt that God reminded me of the story in the New Testament where Peter had been fishing all night and returned to the dock empty-handed (or empty-netted). Jesus was there to meet him and immediately directed him to head back out and throw his nets on the other side of the boat. As you know...Peter immediately caught a net-breaking, boat-sinking load of fish.

I began to see how Jesus met Peter's need, not by one big fish, but by hundreds and thousands of smaller fish. Peter didn't catch a single whale, he caught an entire school of fish. Now think about the successful ministries or churches or camps that you know. Are they successful because of one or two big fish or because of many smaller fish?

Think about the recent presidential race. Regardless of your politics, you'll have to admit that Obama won because he was successful in identifying and connecting with thousands and millions of young voters. In fact, statistics reveal that the vast majority of first-time voters voted for Obama. He was successful, not because of the big influence brokers (other than perhaps the media), he was successful because of all the college students and Gen X voters knocking on doors, working phone banks, giving rides to the polls, or voluteering in one of hundreds of different ways.

So if you were going to go out today and try to connect with hundreds and thousands of people, how would you do it? Would you design a brochure or schedule some church appearances or set up some neighborhood desserts? Sure, you could do those things but you are sitting on one of the most powerful "connection" tools in the history of man...the Internet and the simple desktop computer.

Ministries and businesses alike are connecting with their "tribe" like never before using tools like Facebook and Twitter. They are growing their tribe and tightening their tribe every single day by identifying those things the tribe cares about and talking about them.

You might be able to find that one benefactor who will underwrite your programs and facilities. Sure, you might be able to connect with that one mega church who will single-handedly come along and fill your beds. But chances are, you are more likely to find the success (and fulfillment) you desire and need by connecting with those who care about you most and putting tools in their hands to spread the word. 

Online social networking isn't just for college and high school students anymore. Is it time you made the connection?

Is it time for the dumpster?

 

Michelle, here in the office, just asked for my help throwing an old desk chair into the dumpster. This chair was bad...the wheels wouldn't work, it tipped forward dangerously, the arms were rickety. The whole thing was bad news.

Do you have any idea how satisfying it is to throw something huge in the dumpster and hear that thump (or crash) as it lands in the heap? 

How much of your marketing just doesn't work anymore? Do you know the difference between what's working and what's not working? If not, it's time to find out. As a good marketer (and a good steward!) you've got to be able to answer the question "what works?"

The stuff that's working...reinvest. Make it better. The stuff that's not working...THROW IT OUT!

Feel that satisfaction that comes from hearing something that is no longer useful hitting the floor of the dumpter. CRASH! Ah yes...

Still unconvinced?

I know what you're thinking. The web has grown about as much as it's going to grow. Our web site is pretty good as it is. Sure some of the links don't work and there's a couple of pictures that are a little out of date...oh, and yeah, we still have our Summer 08 schedule up but hey, it's no big deal. 

There's no need to upgrade our computer or our cell phone or our online registration. It's working just fine. There's no need to start a Facebook page for camp or for our donors or for our staff. There's no need to raise our budget for web maintenance and development or hire someone who will be responsible for our online presence. 

Are you still unconvinced about the groundswell? Are you still unconvinced about the power of the tribe? Are you still unconvinced about the power of your online message or about the need to be a part of the online conversations going on about you right this minute?

Watch this (thanks to the Wizard):

 

No worries. If you want to keep your head in the sand, just don't watch the video. Ignorance is bliss.

Something is very wrong

Something is very wrong. One of my jobs at Christian Camp and Conference Association is to oversee membership. One of the trends that we are watching very closely is our number of members...which is trending downward. We're not as bad off as the stock exchange but we're definitely trending downward. 

One of the reasons for the downward trend in membership is that camps nationwide are struggling. When families are having a tough time paying their mortgage and filling their gas tank up, they don't readily have the money to send their kids to camp or their family to camp or pay for their child to attend a church retreat at the local camp. So camps are suffering because families are suffering.

And then along comes this. Camp Bow Wow and Doggie Day Care. Look at the web site! They espouse certified counselors, campfire treats, spacious cabins, even "camp cams" so you can watch your dog enjoy all the fun and games that Camp Bow Wow has to offer. 

Are you kidding me? I have no idea how this place is doing financially but there is definitely something wrong when we've got Christian camps...for human children in decline and places like Camp Bow Wow doing at least well enough to be advertising on the radio! 

The point I want to make is that, certainly, families may be struggling. But they'll always find the money to pay for the things they value...always.If Camp Bow Wow is indeed succeeding, it proves my point. 

Camps, the kind for humans, have to do a better job of communicating the value of a Christian camp experience and what makes it different from anything else. Camps have to connect better to an audience who is increasingly splintered (they can't just depend on a church presentation anymore) and is much more micro than mass. They have to learn to share their story in a language that families today understand and can embrace. They have to at least show that $200 spent on a summer camp experience for their child will be a much better investment than sending "Rusty" to Camp Bow Wow.

If people can find the money somewhere in the budget so "Rusty" can go to camp, there ought to be money to invest into the spiritual well-being of their kids.  

Does your marketing "Collide?"

I was busy working at the desk today listening to Pandora on my computer. One of my favorite Pandora stations is John Mayer. I was dutifully working when a great song came on..."Collide" by Howie Day.

This particular version was the live version from his Live from... album. (Apologies, I tried to find a video of the performace but couldn't) This was a great live performance from a concert in Las Vegas. He was singing and you can hear the audience singing along with him in the background.

Then something magical (to me) happened. He simply says "come on" and he stops singing and the crowd takes over singing the lyrics along with his band. I immediately thought how rewarding that must be. Here's a song that you wrote and that at one time only lived in your head. You wrote it (Day co-wrote the song with Kevin Griffin) down on paper, put music with it. Practiced it. Lived with it. Got familiar with it. Then you performed it and shared it with the world.

Then the next magical thing happened. The world learned your song and started singing it. Not only did they start to sing it, they made it part of their own world, part of their own story. They weaved it into their own song. I wouldn't be surprised if that's one of the most rewarding things for a musician...to hear people he (or she) doesn't even know singing your song.

Of course that's the goal of every marketer. You come up with a story, a message about your cause, your ministry or mission or product. You long to hear people talking about it, sharing the story, on their own without prompting from you.

As a camping person, you have an incredibly powerful "product." A product that people are passionate about. A product that touches people deeply and profoundly. People love to talk about that...they love to share those kinds of stories with others.

Are you doing a good job of writing those things down so others can easily share them. Remember one job of a good marketer is to create "handles" so others can easily pick it up and share it with others. What are you writing on the hearts of your tribe? What part of YOU is living inside THEM?

High Impact vs. High Flash

This video is priceless and demonstrates (in a very blatant way) why high impact beats high flash every time. The right message hits the audience like a blow to the face!