I recently read a blog that posed the question “What if Your Church Marketed Like Starbucks?”
- Churches Would Have Stellar Signage
- Churches Would Not Use Confusing Language
- Churches Would Be Known More for What They Are For than What They Are Against
- Churches Would Create Guest Experiences that Make People Feel Welcome
- Churches Would Communicate Consistently Across Multiple Channels
- Churches Would Operate Missionally by Serving First Rather than Being Served
Full disclosure demands that I confess that I am an avid and loyal customer of Starbucks. Even as I can appreciate their marketing strategy, and affirm the intent of the blog, I would like to offer a more discerning reflection (I hope).
First, I’m concerned about the whole marketing concept. If marketing means advertising or proclamation, then I’m with it. But marketing is more than that. Marketing is about getting the product to the masses in the most appealing way. Therefore, the product must be designed, manufactured, packaged, distributed, and priced with the consumer in mind. Frankly, you just can’t market Jesus. Jesus is who he is and is not likely to submit to redesign with the consumer in mind. If anything, Jesus demands that the consumer consume him (John 6:53-58) and be transformed by him. The Gospels have many examples where the religious consumers of his day rejected his call to discipleship.
That brings me to the second point. Jesus is not calling for consumer loyalty, but to discipleship. Starbucks wants me to come in and buy my $2 grandé dark roast pick of the day on a regular basis. Occasionally, I’ll buy a muffin. As long as I don’t go to Dunkin Donuts for coffee, Starbucks views me as a loyal customer. Jesus is not marketing for customers, Jesus is calling out disciples. Jesus wants me, all of me. Jesus wants me to love God with all my heart, strength, and mind. He wants me to abandon everything and everyone else to follow after Him. Jesus calls us to share in His mission and in His suffering. Jesus calls his disciples to deny themselves, to resist sinful temptations, and to resist evil in the world. Jesus requires of his disciples an unwavering devotion. Jesus calls “Come and die.” How does one market the call to die?
Marketing is often about branding. We recognize various products by their logos. When driving down the interstate and in need of coffee I can easily recognize the green Starbucks mermaid logo. Jesus gave us many signs by which his message may be proclaimed. First, there is the water of holy baptism which signifies cleansing from sin and new birth. The bread and wine of Holy Communion, His body broken and His blood poured out for the sinfulness of humanity, signify that “Christ has died, Christ was buried, and Christ is coming again.” Then, there is the sign of footwashing which signifies love, humility, and forgiveness. These sacramental signs proclaim to the world the manifold grace of God. As disciples of Christ, we are defined by these “logos” of the faith.
Starbucks has created its own sub-culture with its consumer in mind. That includes its own language. When at Starbucks, I don’t order a “medium cup of coffee.” Instead, I order a “grandé French roast.” Sometimes, I’ll order a “venti Sumatra.” This is part of the Starbucks experience. I must admit that it took some time for me to learn the Starbucks language, but I liked their coffee so I learned their language. The same is true of the church culture. We have our own language. In our hymns, liturgy, and sermons we use words that may be peculiar to a novice, but are important to convey the message of the Gospel.
When I first became a Christian I didn’t understand or like a lot of what I experienced in church. The words of the songs, the style of the music, and the response of the worshipers were alien to me. But I fell in love with Jesus and his church became my home. I soon learned to love the words and style of the music. I soon found the sermons to be helpful. I found myself responding to the songs and sermons just like everyone else. The church didn’t change its culture to accommodate me. Jesus changed me. That’s the difference between marketing a product and the Gospel of Jesus Christ. It’s not about being a loyal consumer. It’s about being confronted (convicted by the Spirit) and called to repentance (a change of heart). It’s about becoming a faithful disciple.
