Cross Promotion Gone Wild

There's a term used in advertising called "cross-promotion" and it basically means that you create a unique link between two pretty much unrelated things in order to promote a particular product, concept or event. Sometimes it is a very effective use of resources... like getting Kelloggs to make Pirates of the Caribbean cereal and put it on the shelves a couple months before the movie hits the theaters. Obviously, pirates have very little to do with cereal, except that people that eat sugar-coma cereal like that might also want to see the movie, and the cereal will sell particularly well when 9-year old boys pitch fits in the grocery store in order to get it. Happy Meal toys are also famouse examples of "cross-promotion" and usually very cost effective... promoting movies, toys, or game systems to kids in McDonalds through 20-cent plastic toys can really boost sales of the product nationwide.

But, what happens when "cross-promotion goes wild" and advertising gurus start using money (lots of it) to promote items in ways that simply don't make sense? The result is a complete waste of resources. Three days ago, I followed a large dump-truck-type thing for about 5 miles when I repeatedly asked myself the question: "What were those advertising guys thinking?" Behind the back wheels of the dump truck were mudflaps with the "OshKosh" company name and logo on them. Maybe they were custom printed because the truck's owner really loved "OshKosh" clothing... maybe the dump truck itself was owned by "OshKosh"... or maybe even more likely - some goof-ball out there thought it would be a great way to get the "OshKosh" name out there on the highway. But in my mind, it was just a waste of money.

I'm all for trying something new or different or a little unique. I'm all for taking a risk and even spending money to do it. I'm all for cross-promoting the gospel message so that people that wouldn't normally seek God would hear about his message in unique ways. But, we've got to be smart about the resources we spend as a church. I'm thrilled that the people of Church At The Grove have the desire to use the resources we have on those things that most effectively develop people to follow Jesus and make disciples. It's great to be part of something where faithful stewardship is understood and recognized.

We put our resources into serving the local community (schools, public servants, local needs), we send resources out to church plants around the metro Atlanta region, we are looking forward to Russ' trip to Africa so we can begin to meet some of the needs of the global community. We invest heavily into the Sunday morning environment so people can continue to explore faith at their own pace. And, we try to use resources on things that streamline the ministry that comes out of the CATG office. God has blessed us so far during this first year. We believe that he will continue to bless us in the years ahead if we continue to be faithful stewards of what he gives us.