There’s a great new manifesto over at Change This.
Essientially, I think it asks the question: Who else could be your customer if you were not beholden to one idea for brand communication?
In the new age of micro media devices (no longer just 3 major tv networks and 4 major radio networks rather millions of outlets through websites, blogs, podcasts, iptv, and more….) the old idea that your brand represents one message that has to hit a mass of people is slowly dying.
Who could your customer be if you knew you could communicate to them on their time, in their space, in their language and lifestyle?
You’re no longer trying to communicate with 51% of your potential market with one message, but using an array of messages to communicate with 100% of your potential market.
The author asks us to focus on these two imperatives to reach the alternate audience instead of the mass audience:
- Make everything available
- Help me find it.
He offers these steps to reach the alternate audience:
- Seek help in populating the curve.
- Time is a natural elongating-agent.
- Ones and twos add up to quite a few.
- Employ recommendation and word-of-mouth buzz.
- Don’t predict; measure and respond.
- Context is more important than content.
- Context is more important than content. (know what messages can’t help you)
- Trade control for influence.
What does this mean for the church?
I hate commoditizing Jesus, but I wonder who we’re missing with the Gospel by deploying mass market campaigns over micro-market campaigns.
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