According to a survey he conducted, M V Tronson found that Christians had experienced their walk with Christ through their families, knowing that God was with them in whatever circumstances came their way and explained that faith had opened a whole new world of adventure bringing a range of freedoms to their heart.
However, the ‘product’ that is being ‘sold’ by Christian churches is more an ‘end of life’ product; where the theology states that there is Eternal Life for those who accept Christ into their lives.
He concluded his previous article with this question: “If these three ideas represent the ‘incentives’ to buy the Christian product, why isn't the marketing matching the product?”
In answering that question, he explained that there are a number of variables that need to be taken into account, and these centre on different theological perspectives.
Human beings have consciences and therefore 'guilt' is front and centre in Christian thought. The central focus of the theology of the Bible is how God deals with sin and forgiving the sinner, and on the other hand, how each and every one of us deals with the guilt that comes from our sinning.
The famous stories of the Old Testament; whether it be Joseph and his multi-coloured coat, Moses and the ten commandments, Elijah's contest with the false prophets, Daniel in the Lion's den, and others, are essentially focused on these two theological issues, sin and guilt.
The New Testament illustrates how God finally puts paid to all this once and for all. Through the death of His only begotten Son on the Cross of Calvary followed by the Resurrection of Jesus, He demonstrates His victory over sin, guilt and death.
The question as to marketing needs to address the gap between what is the central tenet of Christian theology and what Christians are expecting from their faith.
Mark Tronson asks where should the emphasis be in the marketing campaign?
If it is on the Cross of Christ, then the central focus of the marketing has a problem, as the Cross focusing on sin and man's guilt which leads to death doesn't seem to be where Christian's focus is. Jesus said that his followers needed to take up their cross and follow him. This is “not” a bright and breezy message with waving flags and sunny beaches and sparkling young people.
Should therefore the marketing campaign be on the end product, that Christ's death and resurrection, the 'act' that assures those who follow Him, of eternal life, the idea of 'pie in the sky when you die'. Again, that focus doesn't quite sit well with a modern marketing campaign where Tronson’s market research has shown that modern Christians are focussed on the ‘here and now’. The classic image of playing a harp on a cloud is just not saleable in the current society.
Mark Tronson thinks that the idea of personal resurrection could work as the central focus of the marketing campaign. Although as a marketing ploy it may seem to be too close to the idea of Jesus on the Cross; and although you can’t get resurrected until you've first died; the marketers may be able to ‘resurrect’ (so to speak) some positives, such as using a ‘parable’ of a newly resurrected 'car' (such as the current marketing campaign for the new model VW Beetle). However, in essence, in the game of life, this idea still represents sin and guilt which can never be overcome by a make-over.
So how do we manage a marketing campaign for the message of Jesus Christ?
History reveals a number of such marketing campaigns.
The Monantists in the 4th century expressed their faith in Jesus in “spiritual gifts” not dissimilar to the modern day Pentecostals. Many joined the Montanists as today they join the Pentecostals, because they are promised spiralling and more wonderful “miraculous encounters” with the Holy Spirit. Ultimately the marketing runs out of puff. Once you've seen 20 legs grow an inch, it all becomes ….
Then there are great gatherings. Marketing in these instances are short term. We can think of John Chrysostom in the 4th century in Constantinople, nicknamed the Golden Mouth; then John Wesley, D L Moodly, Billy Sunday; and in our own life time, Billy Graham.
These preachers emphasised the Bible, the Word of God, that is sharper than a two-edged sword, and its message pierces the soul. For believers, that may be enough – but to convert others, it is a transitory message as these marketing campaigns only last for a day, a week, a month.
Perhaps ‘persistence’ is the answer. Maybe the Gideons have the right idea, leaving a copy of the Bible in many places so that any 'questioning or lonely soul' might find it and read it.
This is what happened to Jonathan Mayne, the world's number one Dragon Boat Racing commentator. He was doing commentary for Channel 10 at the 1984 Los Angeles Olympics and found a Gideon Bible in the hotel room's top draw and his life was never the same again. You can view his testimony on the Australian Missionary News IPTV on YouTube.
It seems that the best marketing campaign is not run by human hands, rather by the Holy Spirit, as He encounters people, one by one, into the inner most parts of their being.
In Revelation 3 verse 20 the Lord reminds us that he is seeking us out and we need only respond to his knock, “Behold I stand at the door and knock. If any man hears my voice and opens the door, I will come in to him and dine with him, and he with me”.
