20% of those short videos are viewed through on-line newspapers. Another statistic is that oldies who have a little more time, are the ones who read and devour on-line news, more than any other sector of the Australian society, and it is they who are the news video watches.
It wasn't that long ago I attended a seminar promoted by the Tweed Heads Chamber of Commerce, titled 'Managing through Turbulent Times', arranged by the New South Wales State & Regional Development, and aimed at business managers.
I was particularly interested in the topic presented by Louise Kelly on 'Customer Retention'. My particular interest in Louise Kelly's presentation was to help me evaluate our own Well-Being Australia's mission performance in marketing itself and if applicable at all.
One of the poignant points made by Louise Kelly was this notion that so many people today turn to the short video presentation, and now, not that long after her presentation, we're reading these astonishing figures verifying what was stated.
A closer look
But there was more, and I have taken a closer look at the notes I took of Louise Kelly seminar. Interestingly, she is spot on when it comes to the way in which modern churches present themselves.
ï€ Faces of attraction, and
ï€ Emphasising intangible needs
The other 'customer retention' points from Louise Kelly's presentation apply likewise to how Churches and Missions perform with respect to their supporter base, particularly in the light of the current issues being raised by the Australian Charitable Sector's retention of public support.
Ms Kelly suggested that businesses should:
ï€ understand client's emotions;
ï€ remember that the least confusing marketing wins the sales;
ï€ make it so that people want to talk about the product;
ï€ offer certainty
ï€ organise segmentation - don't lump everything together
ï€ give 'extra value' that comes through telling a story
- be different and relevant
ï€ realise it is better to market 'home made jam' than 'a three course meal' (too many options)
ï€ be yourself, the humility proposition is very important
ï€ appeal to the simple village life, not the mega city complexity pitch
ï€ consider the reality of 'On-line knowledge' - (people reading up on medicines and discussing this with their doctor and/or pharmacist).
Louise Kelley commented on the powerful consumerism of the under 35 age-group. To carry this audience a business should come across as knowing as much as they do about electronic gadgets, being irresistible (creating an emotional response), being remarkable (talking about your product), being contagious (word of mouth) and establishing itself as article of trust.
Another interesting feature of Ms Kelly's presentation which affects churches and missions, is that the web-site has lost it's power. Youth today communicate through social networks, such as instant text messages, Face book, My Space, YouTube and the like. This was referred to as 'wild-fire communication'.
Social networks, the short video and video newsletters are all compelling viewing and aimed at the grass roots level for the younger demographic. These have become today's medium, Ms Kelly explained. Most business people have perceptions that are six years out of date, and they have not caught up with the new realities.
Australian church and mission leaders might consider what they see as reliably applicable from these marketing strategies as it is important we as congregation ministry and mission ministry evaluate how we might equate these tips to our core issues, moreover within the broader prayer and Scriptural foundations of church and mission life.
It is not uncommon in our local church for a short video to be played within the "message" (sermon) to further illustrate the teaching. Press Service International young writer Belinda Croft produced the ARPA conference "1 min" video for the Australian Missionary News IPTV .
Dr Mark Tronson is a Baptist minister (retired) who served as the Australian cricket team chaplain for 17 years (2000 ret) and established Life After Cricket in 2001. He was recognised by the Olympic Ministry Medal in 2009 presented by Carl Lewis Olympian of the Century. He has written 24 books, and enjoys writing. He is married to Delma, with four adult children and grand-children.
Mark Tronson's archive of articles can be viewed at www.pressserviceinternational.org/mark-tronson.html