Industry pundits like Forrester Research continue to urge their clients (correctly) to think in terms of multichannel marketing and retailing. Consumers expect a seamless experience from your brand anytime, anyplace, anywhere, and we have the power to say no to companies that fall short of our expectations. So who provides this kind of seamless experience?
Well, how about televangelist Creflo Dollar?
Say what you will about his controversial prosperity theology — the man can run circles around the best marketers from most any industry. In the 1980s, he launched the World Changers Church International, which has grown to more than 23,000 members today. Here’s how:
- He focuses his message on a demographic: middle-to-upper-class African Americans.
- Inside that demographic, he customizes his content for even smaller audiences, for example church activities for youth, health programs for adults, and programs for mothers of preschoolers.
- He teaches his prosperity theology across multiple channels seamlessly: through messages streaming on his website; via podcasts available on iTunes; through books like “8 Steps to Create the Life You Want”; and through his TV broadcast “Changing Your World.” Oh, and did I mention that his publishes the successful CHANGE magazine and tours the United States like a rock star, or that he once appeared in a Ludacris video?
- Finally, he doesn’t do it all by himself: his wife Taffi is a full partner (and president of Arrow Records).
Looking to succeed as a multichannel marketer? Take a look around. Chances are that the masters of multichannel won’t come from your industry.