More religious marketing

We had some leaflets through the letterbox this week (nicely wedging the letterbox open when it was below freezing outside!) including this small one-sided leaflet that piqued my interest.

I find religious marketing interesting, and this in particular caught my attention because of the level of knowledge it assumes recipients will have about what it is promoting.

I presume this leaflet was a mass delivery rather than targeted, as it arrived alongside a leaflet for a roofer. Given that, I feel quite comfortable dissecting it because its not as if anyone thought "I know who would be interested in this" and sent it to me.

Also, I'm not mocking the event. If people want to spend 10 hours praying, starting at 8am in the morning on a Saturday, then they are free to do that all day. I'm sure there are worse activities people could spend 10 hours doing.

But having said that, I'm curious about the thought patterns of the people who have paid to have this printed and distributed. What is a 10 Hour Watchman Prayer? Are we supposed to just know that? Who is the Watchman? What is he praying for? There is no clue provided here.

It's teaser marketing. I could Google all this or look at one of the many social media channels included on the leaflet. But there's no call to action to find out more or discover why I should spend 10 hours praying on a Saturday in January.

That's assumption 1 - that I would know what this is all about without needing an explanation. 

Assumption 2 is that I recognise the name Mike Lakoju. Is Mike meant to be a big draw? I feel I'm supposed to recognise his name and think "I want to go an pray for 10 hours with him!" But I have no idea (sorry Mike) and this leaflet gives me no clue why I should have an idea, or even why he is important enough to have his face on the flyer.

Except it says Pst. I interpret that as meaning Pastor, because clearly they didn't have enough space to write the word out in full. However, that's another assumption that people would know that. It's not like 'Rev' being short for Reverend, which I think would be more commonly understood. 

The way it's written it's almost like they're whispering a secret - "Pssst! With Mike Lakoju!" 

There's also a dropped capital letter in the name of the church. Usually St John gets a capital letter on Evangelist, as it's part of his name. (There are other St Johns, like St John the Baptist.) That typo isn't going to influence my decision whether to go and spend 10 hours praying with Pst. Mike (because I wasn't going to go) but it's just another aspect of this marketing that feels less than optimal.

I'm curious how many people will turn up to this event after having the leaflet pushed through their door. (I'm not curious enough to go along to the event, though!) If I was going to predict how many people will come along as a result of this, I'd be surprised at one.

Reviewing this leaflet has been a good exercise in reminding me of good marketing practice. Firstly, identify a target audience. Explain who you are and your CV - why people should make an effort to attend your event. Make it clear what you want people to do and what benefit they will get from it. And include a call to action - in this case a 'come and join us' would do.