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Marketing a Mosques Business
You're heavily invested in the success of your mosque and failure isn't an option. That means you'll also need to invest yourself in the strategies and techniques it takes to effectively market your brand in the marketplace.
If you're hoping to leverage marketing to give your mosque a competitive advantage you're not alone.
It's not hard to convince most business owners that marketing plays a vital role in strategic planning. But in a zero-sum economy, there are winners and losers -- and here are some of the things that will help keep your mosque in the winners' column.
Hiring A Marketing Firm
Eventually nearly all mosque operations turn to marketing firms for guidance. Unless you have a marketing background, you won't be able to touch the ROI you'll receive from a professional firm. Cost is a consideration, but if you're thinking about hiring a marketing firm for your mosque, experience should trump other considerations. Marketing firms that lack industry experience are sometimes unfamiliar with competitive marketing channels and may not understand the value propositions that dominate industry messaging.
No doubt about it, the Internet has had a dramatic impact on TV and radio advertising. Rather than tuning in for information, many buyers now prefer to get their news and entertainment through online sources. However, it would be a mistake to discount broadcast advertising entirely. Many mosques continue to find ways to attract audiences to their brand through broadcast media. Today's broadcast marketing solutions have the ability to target a geographically concentrated sector of the marketplace. For example, many people limit their radio listening to their daily commute. When marketing mosques, the target audience is almost always local or regional. For broader reach, you'll likely need to look beyond broadcast venues and explore other online and offline marketing vehicles.
Uncoordinated and disjointed marketing plans tend to backfire on mosques. A strategy chocked full of time-sensitive ad placements and other tactics can devolve into a tangled mess of overlapping deliverables unless it is coordinated in a promotional calendar. Good calendars include not only tactical deadlines, but also schedules for the inputs (e.g. staff assets, vendors, etc.) that are required to execute strategic objectives. When used in tandem with a quality mailing list provider, promotional calendars can ensure the continuous execution of direct mail campaigns.
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