August 20, 2009 Tony Morgan

Web or Print?

Met with my real estate agent this morning to list our house for sale. We’re taking steps to move closer to West Ridge near Atlanta. My agent was talking about the marketing plan for our house. Primarily, that includes a sign in the front yard and listings on a variety of websites including realtor.com.

And then he made an interesting statement. He said, “I still use some print advertising just to make the sellers happy, but almost all of my leads come from web marketing.” In other words, he places newspaper and magazine ads to placate his customers, but the ads don’t really work.

Remember… I live in Anderson, South Carolina. We’re two hours from metro Atlanta. We’re 30 minutes from “metro” Greenville. (if there is such a thing.) We’re in the boonies. I’m pretty sure this is one of the last locations that Al Gore installed the Internet. Whatever you imagine high-tech, web savvy communities to look like, I’m pretty sure Anderson would be on the opposite end of that spectrum. Yet web advertising is still the primary way to reach this market.

That, of course, prompted me to think about how churches invest their communications dollars. Think of the money you invest in bulletins, brochures, flyers and other handouts. Now think about how much money you invest in your web strategy. How do those numbers compare? Here’s my guess. I’ll bet you’re spending quite a bit more on print communications even though the web is where you’re more likely to find “your leads.”

Feel free to keep investing in print communications if your highest priority is keeping your “internal customers” happy. Just thought you should know that other organizations are using the web to reach the same people you’re probably trying to reach in your community.

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Tony Morgan

Tony Morgan

Tony is the Chief Strategic Officer and founder of The Unstuck Group. For 14 years, Tony served on the senior leadership teams at West Ridge Church (Dallas, GA), NewSpring Church (Anderson, SC) and Granger Community Church (Granger, IN). He's written several books and articles that have been featured with the Willow Creek Association, Catalyst and Pastors.com.
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