Proverbs 16:3. Commit to the Lord whatever you do, and he will establish your plans.
Is there such a thing as a Christian marketing plan? Absolutely. Is a Christian marketing plan only good for marketing Christian products to Christian customers? Absolutely not! A Christian marketing plan is what Christian marketers create to bring any worthy offering to any customers. It shows the complete overlap of the mission field and the marketplace.
Developing a Christian Marketing Plan takes you step by step through the marketing plan process. The structure and sequence are similar to other marketing texts you may have used, and that’s intentional. There is a set method to creating a marketing plan. The difference between this book and conventional marketing texts is the application of scripture and Christian observation in each step. A marketing plan is a series of discernments and decisions. A godly approach will support best outcomes for your customers and your enterprise.
Here’s an example from the book about the marketing audit, an early step in the marketing plan. The marketing audit details all current marketing activities encompassing all four classic Marketing Ps—product, price, place, promotion. After explaining the basic points of a marketing audit, the book provides a Christian approach to the audit:
The marketing audit is a prime occasion for servant leadership. The process is designed to expose ineffective and obsolete marketing actions, as well as successful ones. The former can trigger defensiveness and challenge preconceived notions. Servant leaders within the planning operation must assure stakeholders that most organizations harbor such “deadwood” within their marketing. In short, markets change, requiring new plans.
Let us examine our ways and test them, and let us return to the Lord. (Lamentations 3:40)
While defusing defensiveness, Christian marketers must be honest and bold in their marketing audit. The success of the new marketing plan and the organization as a whole depends on this.
Developing the Christian Marketing Plan is designed to be used alongside other materials—textbooks, business books, websites, articles, and of course the ultimate information source for Christian marketers, the Bible. Developing the Christian Marketing Plan is ideal for students, marketing professionals, executives, entrepreneurs, nonprofit staff, pastors, teachers—anyone who seeks the way, the truth, and the life in every possible means, including marketing.
This article is taken from a transcript from Jason Karpf’s June 18, 2019 podcast at A Christian’s Guide to Marketing and posted by permission.
Jason Karpf is a blogger on A Christian’s Guide to Marketing, a nonprofit professional, Adjunct Instructor of Marketing at LeTourneau University and a four-time champion on the TV game show “Jeopardy.”