True Truth: Be Your Own Media
I've done media consulting with a couple Christian ministries lately who are not cutting through all the communication noise very well -- in some ways they're hiding from the noise with their fingers in their ears. The noise I speak of is LOUD and coming from our over-communicated, hyper-speed social media culture -- so much so that if you're not hustling, planning, fully present, extremely valuable, and engaged -- you're done. Many of these well intentioned people were great at media marketing in 2004 -- the problem is it's now 2014 and they haven't adjusted. I believe their messages are important, but since they have no media plans, strategies, or budget -- they're destined for failure; barring divine intervention. Some groups have wonderful Christian men and women on their boards, but they have no practical knowledge of media programming or understanding of how powerful current media platforms are to success. They think Vimeo, SnapChat, Twitter, SoundCloud, Facebook, Google+, Instagram, Pinterest, etc-- are all very quaint entertainment fads -- they may not even realize the car has replaced the buggy.
In their marketing ignorance they pay to advertise on "little used country roads" instead of along "major highways" -- paying for things no one see, uses or pays attention to. I'm not a part of that type of thinking. My personal and professional corps values stem from questioning meaning and purpose and include a code of serving others by doing the right things, for the right reasons, and taking care of people in the same ways that I want to be treated. I could lead them astray and take their money, but that's definitely not what God called me to do. I started MoonDog Radio to consult and produce commercials for Christian ministries. I want to honor God with the best results possible -- highly successful ministries and first rate media. So, I'm passionate about using my consulting and creative DNA to help strengthen believers, evangelize, and shape culture -- it's not about making money for me.
The biggest piece of advice I could give you is to BE YOUR OWN MEDIA and program your content like a DJ -- by programming your content, using your personality to give it context, and cross-promote your organizations benefits and features. Why pay for billboards, YouTube ads, Pandora, and radio when EVERYONE is listening on their time (on demand) -- on their smartphone or iPad. Few people still look to billboards or watch ads on TV for information -- if it's not in their RSS feed it probably doesn't exist. Maybe I'm the only one--but, I record all my TV programs and run through the commercials. I also call up multiple pages on YouTube and let the commercials play so I don't have to watch them.
Remember to target your media to those people, places, and platforms that use what you provide. You are serving them -- they are just borrowing you.
~ Mike "MoonDog" Burnette