Marketing 101 - Matt Felts

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In 1949, Ford unveiled its new model that in almost all ways was a completely new car. It revitalized the auto industry with its “modern” features. If Ford were to bring this same car out today with identical features, how do you think its sales would be? I’m sure there would be a small “niche” market with those who love classic cars but it would have very little broad industry appeal and very limited sales. Over the last fifty plus years, Ford has continued to build on its past success and has survived as one of the last American car makers. They have done so because they have also listened to the one person who matters most, the customer. They design their new cars around the needs and wants of their target audience. A successful ministry operates under similar principles. Simply put, those who meet the needs of their target audience will succeed.

Sadly in our industry, there are those who feel the need to attack groups that have kept up with the times in their musical style. If a group strays from the 1950’s model, then they are labeled as sell outs or not “real” Southern Gospel. That’s a very narrow minded approach. In any given market, you need variation. No one product will meet all the consumers needs or wants. In 1949 Ford made one car with only ten colors to chose from. Needless to say, a lot has changed since then. Southern Gospel has a wide fan base contrary to what some will tell you but not all groups appeal to all of these fans. If all groups were the same and did it the exact way they did fifty years ago then we’d have no need for new groups and could just make more copies of the my Statesmen albums. You may be surprised to know that I am a HUGE fan of groups like the Statesmen and the Rebels but I’m so glad that our music can reach more than just people who like only what I like.

I’m a firm believer in capitalism… no matter what the government tells me lately. The consumer will help weed out “products” that are not needed. The continual success of groups like the Inspirations show that there is a need for traditional groups but the incredible demand for Signature Sound and the Crabb family members also tells me that the market wants progressive groups as well. Usually after the modern day “Pharisees” are done attacking the more progressive groups, they hold up shining examples of “pure” Southern Gospel such as the Statesmen. I guess they forgot that when the Statesmen were on the scene, they were attacked for being to worldly and progressive. The Hinsons met the same attacks. I’m glad they didn’t listen or we wouldn’t have The Lighthouse. They attack the motive of reaching more people. I believe that’s because they became more concerned about the music than the message long ago. If it was their son or daughter who was unsaved, would they pray they got saved as long as it was at a Greater Vision concert? I have a question that I can’t find the answer to in the Bible, did the disciples wear matching robes? I guess they would have been labeled progressive. Matching suits came to be the norm in a time when people wore suits to the airport and to baseball games. Don’t get me wrong, I like the groups that go with this approach. Times and fashions change but it doesn’t make someone less spiritual. I hope clothes are not the true barometer of Christianity.

Some are asking right now “how does this relate to marketing?” It’s simple. Focus on reaching your target audience and don’t listen to the nay Sayers. Automotive industry insiders in 1949 declared that the new Ford would fail. Ford went on to have its highest sales ever and sparked innovation in the car industry for years to come. We have a rich heritage in Southern Gospel to build on. I’m excited to see what God does with committed artists such as Gold City, Jason Crabb, Soul’d Out Quartet and others. As I drive down the road in may car with air conditioning, cruise control and anti-lock brakes, I’m glad Ford didn’t listen to the “experts”. Does anybody want to buy a 49 Ford?

Reader Comments

Well said!

Susan Unthank
http://susan.sogospelnews.com/
http://mostlyorganized.com/
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A 1949 Ford would be a step up from what I am driving now.

I'd buy an original, pristine 1949 Ford if it were available legally for a killer price. I would then sell it for a lot of money and buy me a new car.

Signature Sound in musical style is very traditional. They probably do not fit under the title of progressive......trend setting yes...but musically they are very little different than those great groups of the 50's.

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