By: Robert J. Tamasy
上帝的兒子耶穌被生在伯利恆一個又小又偏僻的村莊，根本不是當時的經濟中心，也絕不是會吸引大眾注意的地方。 沒有行銷「預算」。事實上，耶穌的年輕父母甚至還缺乏租一個像樣旅館的錢。他們的嬰孩生在卑微的馬廄裡，被農場的動物所包圍，用一個馬槽當搖籃。沒有通知大家這嬰孩的出生，更沒有發佈新聞稿。 當時沒有任何「媒體」可以考慮。1,500年前報紙印刷還沒被發明。甚至還沒有任何人想像到攝影、廣播和電視。生在當時真不是個好時機！
勞勃．泰默西是領袖資產協會的交通部副部長，這是一個總部在美國喬治亞州亞特蘭大的非營利組織。他也是一個有38年經驗的退休新聞工作者。他寫過一本書「最佳狀態的商業：箴言給今日職場的歷久彌新智慧」（Business At Its Best: Timeless Wisdom from Proverbs for Today”s Workplace）。他也與David A. Stoddard合著一本書「導師之心：啟發人們將其潛能發揮到極至的10個原則」（The Heart of Mentoring: 10 Proven Principles for Developing People to Their Fullest Potential）。要了解更多資訊, 可上網www.leaderslegacy.com 或上他的部落格www.bobtamasy.blogspot.com 。
思想 / 討論題目
今年你計畫如何慶祝聖誕節？ 若耶穌基督沒有誕生且我們沒有理由慶祝聖誕節，對你而言會有什麼不同？ 當你想到耶穌基督，你認為自己是「滿意的顧客」或是懷疑的顧客？ 你認為上帝為何為第一個聖誕節選擇那個時機，而不等到像我們今天這樣一個精明的行銷年代？
GOD”S REVERSE MARKETING STRATEGY
By: Robert J. Tamasy
Marketing is everything. At least that is what we are told. You have to create an identity with the consumer. Find a niche for your product or service. Work to establish a recognizable brand. Strive to become visible and remain in the forefront of potential customers” and clients” minds for whenever they have a need for what you have to offer. The objective is “market share” – and the more of it, the merrier.
How do you do that? We have many options: Call a press conference. Print colorful, visually engaging brochures. Create a cutting-edge, high-impact website. Schedule TV, radio and newspaper interviews. Hire a public relations firm. Formulate a broad, multi-media advertising strategy. Have a famous person endorse your product.
As we prepare for another celebration of Christmas later this week, it seems God failed to take marketing into account. It seems obvious that if effective marketing had been a consideration, circumstances surrounding the birth of the Christ Child should have been handled much differently. Consider the following:
Jesus, the Son of God, was born in the small, obscure village of Bethlehem, hardly a crossroad of commerce for that time, and definitely not a place to gain a lot of public attention. There was no marketing “budget.” In fact, the young parents of Jesus lacked even the funds to rent a decent hotel room. Their baby was born in a humble stable, surrounded by farm animals and using a feeding trough for a cradle. Forget about sending birth announcements, let alone a news release. There was no “media” to consider. The printing press would not be invented for 1,500 years. Photography, radio and TV were not even figments of anyone”s imagination. Talk about poor timing!
The list could go on, but you get the idea: The famous Christmas hymn says, “Hark the Herald Angels Sing,” but they were the only ones making a formal declaration. The first human witnesses on the scene were no-name shepherds, and they had no clout in that Roman-dominated culture.
And yet, just a few days from now, countless millions of faithful followers around the world again will celebrate the birth of Jesus Christ, an event that occurred more than 2,000 years ago. How could this have happened, without the marketing methodology mentioned above? It was accomplished, believe or not, by implementing principles commonly embraced in the business and professional world today. Here are just a few of them:
Satisfied customers. Among the greatest advertisements we can have are individuals who can personally attest to the value of the product they have used or experienced. Without salaries or commissions, they are “satisfied customers.” “…These men who have turned the world upside down have come here also” (Acts 17:6, ESV).
Stellar testimonials. When customers or clients are excited about good service, they are eager to boast about it to others. “That which was from the beginning, which we have heard, which we have seen with our eyes, which we have looked at and our hands have touched – this we proclaim concerning the Word of life…. We proclaim to you what we have seen and heard, so that you also may have fellowship with us” (1 John 1:1-3).
Fulfilled promises. It is common to exaggerate the capabilities of products or services. But if you deliver what you promise, you have won a customer for life. “But you will receive power when the Holy Spirit comes on you; and you will be my witnesses in Jerusalem, and in all Judea and Samaria, and to the ends of the earth” (Acts 1:8).
Robert J. Tamasy is vice president of communications for Leaders Legacy, Inc., a non-profit corporation based in Atlanta, Georgia, U.S.A. A veteran of more than 38 years in professional journalism, he is the author of Business At Its Best: Timeless Wisdom from Proverbs for Today”s Workplace (River City Press) and has coauthored with David A. Stoddard, The Heart of Mentoring: 10 Proven Principles for Developing People to Their Fullest Potential (NavPress). For more information, see www.leaderslegacy.com or his blog, www.bobtamasy.blogspot.com.
How are you planning to observe Christmas this year? What difference would it make for you if Jesus Christ had not been born and there was no reason for celebrating Christmas? When you think about Jesus Christ, do you consider yourself a “satisfied customer” or a skeptical consumer? Why do you think God chose the timing He did for the first Christmas, rather than waiting for a more savvy marketing age such as we have today?
NOTE: If you have a Bible and would like to review additional passages that relate to this topic, consider the following verses: Matthew 28:16-20; Luke 24:45-49; John 21:24-25; Acts 1:1-11; Galatians 2:20