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Garage Sale
Saturday morning as I was on my way to a meeting I passed a
church near my home. I had passed that church many times, but
this morning certainly got my attention. The parking lot which
can easily hold 500 cars was full to the point of overflowing.
More cars were parked on curbs, in the grass and on the side
streets. There was at least 50 more cars circling - trying to
find parking space. And there was a line of people trying to get
in the door at least 800 long. That is not an exaggeration, I’m
talking a church here, I feel like I have to tell the truth. The
line was completely around the church through the parking lot
and down a side street.
Passing by I tried to see what the attraction was, but the only
thing I could see that even gave a clue was the church marquee
which simply said, 'Annual Free Garage Sale Today.' Hey,
I’ve seen garage sales before, even church garage sales and the
line didn’t attract people like this. Not only that, but on my
way to my meeting I passed at least 40 more garage sales being
held that morning.
I
was already running close on time for my meeting so I kept
going, but I resolved to find out what was up with this little
parish. Later that afternoon on my way home I noticed that there
was now only about 40 cars in the parking lot and no line. So, I
stopped to find out what in the world drew so many people. What
I found was a genius marketing plan thought up by one of the
members of the church and boy has it been successful.
About ten years ago, during a meeting of the church board, which
had convened to discuss the low attendance of the congregation,
it was mentioned that if they could just get people to hear
their pastor’s message, folks would come back over and over
again. That seems to be one of the problems faced by most
churches, how to get people in the front door to hear the
message. But in that board meeting at that church sat a fellow
who knew marketing, even when it comes to marketing God.
What was suggested is that they hold a garage sale. A FREE
garage sale. That’s right, FREE. Not free admission, but a
garage sale where everything is free to whomever shows up. Of
course the church made a special effort to explain to their
donators that this was not a place to get rid of junk. If the
merchandise was not quality, then it would be a bad impression
for the church congregation. The church also logged every item
and had a professional appraiser write up a tax deduction slip
for each and every item donated. The donation was also counted
as part of the members financial obligation.
The congregation responded well. The items brought in were
stellar. The members spread the word to co-workers, other civic
organizations, free church announcement in the newspaper and
other community bulletin boards. The turn-out was fantastic,
even the first year.
When people started arriving to see this FREE garage sale, the
only requirement was to fill out a slip of paper with their
name, address, phone and email. The paper also had a place to
check off if they would permit a member of the church to contact
them. Of the 300 that showed up that first year, the church had
a net gain of 50 new members.
Ten years later, over 2,000 people show up on a given Saturday
for this high quality Free garage sale, and on the average the
church nets about 140 to 160 new members a year, just from this
one event every year. Of course those new members now go out
into their community and talk to their friends about their new
faith home and membership has increase over 3000% in the last 10
years. Plans for a new, much larger worship center are on the
drawing board now.
What a neat little piece of marketing this was. A lesson to be
learned by all. Give and you shall receive. Those who have will
be given more and those who have not, even that will be taken
away. Look familiar? Those statements come directly from the
Bible. And they are good solid lessons for any one who has to
market their business, product or service. Do good first. Don’t
be afraid to let people know what kind of products and service
you have, without the immediately thought of a return or profit.
People know when someone has their best interest at heart and
they will respond accordingly.
Marketing is about people. Advertising is about money and return
on investment. And the truth is, as any professional will tell
you, marketing will always return a higher ROI, than
advertising. Always! |
