Mark Batterson and Church Buzz

April 7, 2006 by

Mark Batterson

Mark Batterson is the lead pastor of Washington D.C.’s National Community Church, a unique church that meets in two movie theaters in the nation’s capital. Batterson is also behind the Buzz Conference, a church conference being held in Washington, D.C., May 4-5 that also features our very own Brad Abare.

Batterson has generously offered a Buzz Conference discount to Church Marketing Sucks readers. The regular registration is $139, but CMS readers can get in for only $99. E-mail Buzz Coordinator Juliet Main for the discount.

We talked with Batterson over e-mail to get his thoughts on Buzz.

So I’m a busy person—why should I come to the Buzz Conference?

Mark Batterson: The busier you are the more you need to come! I have a formula I came up with a few years ago: Change of Pace + Change of Place = Change of Perspective. A good conference helps fuel new ideas. A two-day investment can generate a year of creative ideas. Plus all of us need a few days out of our milieu. It keeps us from becoming a closed-system.


If I’m trying to manufacture buzz for my church, isn’t that kind of fake?

Batterson: I don’t think Buzz is man-u-factured. It’s a God thing. But it certainly requires some effort. We have a core value around National Community Church: pray like it depends on God and work like it depends on you. I think it’s both/and. Biblically speaking, buzz is a non-negotiable. I like to think of Luke 14:23 as The Buzz Commission. Jesus commanded us with these words: “Compel them to come in so that my house may be full.” Buzz is a stewardship issue. We’ve got to be strategic in the way we package our sermon series and promote small groups and plan outreach events. The church is called to be compelling.

What kind of buzz are you getting for the conference? How many people are coming?

Batterson: We’re hosting the conference at one of our locations—the movie theaters at Union Station so our capacity is the capacity of the theater which is about 250-300 attendees.

What prompted you to put on the Buzz Conference?

Batterson: Buzz is motivated by three core convictions that we’ve tried to put into practice:

  1. The church ought to be the most creative place on the planet.
  2. The greatest message deserves the greatest marketing.
  3. The church is called to compete in the middle of the marketplace.

We’re still evolving and morphing as a church, but we really feel called to shareware some of the things we’re doing and learning at this stage in our development.

How do you respond to people who say that marketing is a dirty word and the church shouldn’t be doing it?

Batterson: Anybody who thinks marketing is a dirty word misunderstands the word marketing. The greatest message deserves the greatest marketing. Or to put it in other terms, the greatest gift (salvation) deserves to be wrapped in the greatest packaging! That is why we put a ton of energy and resources into internal and external marketing at NCC. We put about 1% of our budget into our Annual Ministry Report that doubles as a “welcome packet.” We’ll give out free copies at the Buzz Conference. We’ll also include a “Small Group Guide” in the Buzz Box we give to attendees. The Small Group Guide is used to promote our small groups each semester. The guide looks like a professionally produced magazine. Why do we work so hard marketing our small groups? Because that is where discipleship happens at NCC.

We need to quit quibbling about semantics and get serious about sharing the good news! Pulpit announcements and clip art don’t cut it.

What’s your vision for communicating the message of the National Community Church?

Batterson: We have a somewhat unique vision. We want to meet in movie theaters at metro stops throughout the Washington, D.C., area. We currently have two theater locations. We also own and operate the largest coffeehouse in Washington, D.C. And we host events at the largest nightclub in D.C. Doing church in the middle of the marketplace is part of our spiritual DNA.

Our demograhpics at NCC are somewhat unique as well. We’re comprised of 73% single twenty-somethings. And we’re 75% unchurched and dechurched. We really feel called to reach emerging generations in innovative ways. We have a core value: everything is an experiment. We love trying to do church in new ways. If the Kingdom of God had departments, we’d feel called to work in R & D (Research & Development).

What communications-related idea are you most excited about right now?

Batterson: I’m a blog and podcast fanatic! Every month we have tens of thousands of listeners tune into our theaterchurch.com podcast and we just launched a video podcast. I’m also pretty passionate about blogging. The church needs to be redeeming technology and using it to serve God’s purposes! There are ways of doing e-vangelism and digital discipleship that we never dreamed of a decade ago. I just think there are ways of doing church that no one has thought of yet! And if we are going to reach emerging generations it is going to require some holy creativity and sanctified imagination.

We’re also experimenting with new genres of preaching like short films and on location videos. I love the challenge of trying to say old things in new ways.

What kinds of marketing or communications has your church had success with?

Batterson: Our web site is our front door. A lot of people find us online. We’ve also had success with everything from servant evangelism outreaches to direct mail. One unique thing we’ve tried to do is put together a “series trailer” for each sermon series we do and put it online. It is one way we play off the “Now Meeting at a Theater Near Year” motto we have. And it gives people a sneak preview of what we talk about at NCC. We also try to utilize word-of-mouth via series evites.

What are the biggest mistakes churches make when it comes to marketing?

Batterson: All of us have seen cheesy gimmicks. I get turned off by watered-down or dumbed-down marketing efforts. I think emerging generations are looking for high-octane spirituality. They want and need someone to challenge them to take up their cross and follow Christ.

I also think we’ve got to quit cloning each other! We have a simple buzz equation that we’ll talk about at the conference: Authenticity + Creativity = Buzz. Marketing efforts must be true to who we are. If they are disingenuous in any way, they ring hollow!

Who are your communications heroes and why?

Batterson: In terms of authors, I love Seth Godin, Erwin McManus and John Ortberg. In terms of podcasts, I subscribe to Craig Groeschel and Ed Young. In terms of preachers, I love Andy Stanley and Robb Bell.

How important is buzz or marketing to the growth of a church?

Batterson: At the end of the day, a church is either boring or buzzing.

No one was better at buzz than Jesus. Christianity is the quintessential word-of-mouth revolution. Creating a buzz culture is the key to spiritual and numeric growth.

Post By:

Kevin D. Hendricks


When Kevin isn't busy as the editor of Church Marketing Sucks, he runs his own writing and editing company, Monkey Outta Nowhere. Kevin has been blogging since 1998, runs the hyperlocal site West St. Paul Reader, and has published several books, including 137 Books in One Year: How to Fall in Love With Reading, The Stephanies and all of our church communication books.
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27 Responses to “Mark Batterson and Church Buzz”

  • Todd
    April 7, 2006

    The volume of “buzz” words this guy is dropping is truly amazing.
    The Church is not called to “compete” in the middle of the marketplace. I think he’s been breathing his own exaust too long. We are to love the Lord and love others. Communicating this love via buzz marketing is next to impossible. The best way is to just do it–love people. Everything else is moth and rust.
    Sorry so negative, but I saw the advert for this conference, and was immediately embarrassed. Their “marketing” sucks.


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  • Craig Groeschel
    April 7, 2006

    Mark Batterson has a tremendous amount to offer church leaders. He is exceptionally effective at reaching people. He and Ed will knock it out of the park!


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  • Jana
    April 7, 2006

    Respectfully, Todd, the church *is* called to compete in the marketplace; but the terms are defined differently than for businesses.
    Our competition isn’t other churches; it’s Satan. And we’re not competing for dollars, but souls.
    “We are to love the Lord and others.” Absolutely! I don’t think anyone is saying that the buzz is what communicates love; the buzz is what gets the unchurched and dechurched to re-think their prejudices and check out these square-peg Christians.
    But I think we could all agree on this: authentic love — THERE’s the ultimate buzz-generator!


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  • Heather Zempel
    April 9, 2006

    I am on staff at National Community Church, home of the Buzz Conference, where I lead our discipleship ministries. Todd, I constantly remind our leaders that they have two responsibilities: to love God and to love others. We are not downplaying that or ignoring that at all. I agree with Jana that authentic love is the ultimate buzz generator.
    But there are a ton of folks who would never have experienced that love if they had not been “compelled to come in” through a small group guide, a podcast, a blog post, the website, or an invite card. It’s both/and.


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  • Mark Batterson
    April 10, 2006

    Todd,
    I drive an old 1995 Ford Taurus and it’s definitely kicking out exhaust fumes. But I try not to inhale :)
    Here’s my question. How do we love God and love people?
    I think we love God and love people by doing everything within our God-given ability to share the love of Christ in authentic and creative ways. I think marketing efforts that are done with excellence glorify God. I think outreach events that show the love of Christ in practical ways glorify God. I think creating a culture where people love to invite their unchurched friends to church honors God.
    The stakes are way too high for us not to “compete” for souls. All I know is this: the enemy would love for us to view this as anything but a competition! God wants to sanctify our competitive streaks and use them for kingdom purposes!
    Mark


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  • Mike Estes
    April 11, 2006

    “Our competition isn’t other churches; it’s Satan. And we’re not competing for dollars, but souls.” Craig, your statement is so true. To many churches today lose sight of that fact and compete against each other.


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  • Slice of Laodicea
    April 11, 2006

    “A Church is Either Boring or Buzzing”

    Here’s a few choice cuts from a recent interview of the Buzz Conference’s Mark Batterson: Q: How important is buzz or marketing to the growth of a church? A: Batterson: At the end of the day, a church is either…


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  • John
    April 11, 2006

    I guess I need to ask besides the one passage reference that was taking out of context (Luke 14:23 was targeting the disadvantage of the society, the homeless, outcasts), what are the biblical principles for this idea of “Buzz”? Seems like Todd struck a nerve, isn’t it our calling to love each other, serve the unchurched. This idea of “buzz” is to attract the lost to our churches with promotions, attractive advertising etc. Seems like the Bible offers an entire different direction.


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  • kevin
    April 11, 2006

    Ah, you can’t win, can you Mark? As soon as you talk about doing something well or doing something of high quality, everybody has to jump all over you and think you’re some kind of megalomaniac discounting the work of God.
    Yes, the Holy Spirit does matter. It’s the ultimate form of buzz. But since when does God expect the church to sit around and wait for something to happen? We’re supposed to be doing stuff, aren’t we? If we don’t do anything, how can the Holy Spirit work through us?
    I get so frustrated when people go to such extremes. Is marketing and buzz the answer the church has been looking for? No. Is it another tool that can help? I think so. Is it so wrong to want my church to communicate well? Is it so wrong to want my church to be a place I can invite friends?
    The idea of buzz is to attract people to our churches. Isn’t that what we’re supposed to do?


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  • John
    April 11, 2006

    maybe you can try answering the question that raised about the Bible?


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  • kevin
    April 11, 2006

    The great commission.
    Paul using his knowledge of the local gods to form his message in Acts.
    Jesus sending out his disciples on an early missions trip.
    How’s that? They all seem like pretty buzz related concepts. It’s not like this is a new argument. Check out our ‘read this first’ entries at the top of the left sidebar.


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  • Pastor B
    April 11, 2006

    It may be done well or high quality but those aren’t the criteria we use in the church to measure if something is usable. There have been dozens of books written on Buzz Marketing and this interview presents itself as a new and novel idea that Mark created. It’s exaclty what Mark says it isn’t man-u-factured.


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  • Gene Mason
    April 11, 2006

    Just read a book on buzz marketing (“The Anatomy of Buzz”), which is basically defined as word-of-mouth advertising–getting people to get other people excited. Okay, I don’t really like the word “buzz,” because it sounds so Hollywood, but really, this is the heart of what we’re called to do, scripturally, folks.
    If our body is excited about what God is doing and are telling others, that’s “buzz,” for lack of a better word. When you have 500 people attending your church, there’s a potential of 500 front doors to your church–why rely on one pastor or one website to draw people in? We’ve all seen key congregations around the country that have “buzz”–a level of excitement that extends beyond their walls and reaches a huge audience. Though we will disagree likely on HOW this enthusiasm is best generated and channeled, there’s no doubt it is HIGHLY VALUABLE for both reaching the unchurched and motivating the believer.
    Best wishes and my prayers for a successful conference, though I will not be able to attend. Any plans to make resources available online following the conference would be appreciated.


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  • Pastor B
    April 11, 2006

    This will be final comment on the thread:
    If Buzz is simply word-of-mouth advertising then why does one need to attend a indepth conference to learn it?
    Seems like there is more to it than that, I’ll safe my $$$$, keep loving my neighbors, that works, that’s what the Bible says.


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  • Mark Batterson
    April 11, 2006

    Just checked back in and saw the comment stream. Seems like Buzz is creating buzz :)
    A short interview and blog comment don’t allow a full explanation of the concept or the conference. I do have a couple articles coming out in the next issue of Outreach Magazine and Ministry Today that talk about Buzz in greater depth. Hopefully they are worth the read.
    Look forward to meeting some of you at Buzz!
    Mark


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  • David Russell
    April 11, 2006

    Gene: We’ll definitely be sharing as much content as we can. For now, check out buzzconference.com/articles. There is some great content there, a solid overview of what we’ll be digging into at Buzz.
    Pastor B said: “This will be final comment on the thread.”
    :)
    That made me laugh. Out loud.
    But seriously, if we’re not sharing what works in winning souls for the Kingdom, then we might as well give up. That’s why the body of Christ is so crucial in fulfilling the Great Commission. Each person, each part of the Church has a role. If you have found success by flying solo, then God bless you and keep up the great work. But we are competing against the enemy. Souls are at stake.
    We realize that God has gifted us individually to unite and acheive a single goal: winning the lost for Christ. The Buzz Conference simply allows us to share a bunker, embrace the Commission, sharpen each others’ iron and then re-enter the battlefield with renewed strength to reclaim the lost.


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  • John
    April 12, 2006

    a house fire gets buzz, a car accident gets buzz, sounds like Mark is happy if ANYTHING gets him and his church attention, and BTW Mark should be careful when he mentions boring I just listened to one of his podcasts zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz


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  • Brad Abare
    April 12, 2006

    John, might you have crossed the line from conversational banter, and into the realm of being a bit rude? Come on now, we can do better than this…


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  • John
    April 12, 2006

    Hey Brad,
    Below are comments left on you website about JESUS and your calling me rude??????????
    February 17, 2005
    A Cool Jesus Sucks
    “Not only does a “cool” Jesus suck – but Jesus in ANY form sucks…
    Q. Why couldn’t Jesus get into college?
    A. He got hung up on the boards!
    Posted by: Jules at December 8, 2005 01:29 PM
    I’d have to agree with Fred, a Jesus in any form totally sucks ass!!
    Look at all the death, hatred and confusion that has been caused by one man. You know as well as I do, if we had a second coming of Jesus today, we’d kill him again.”


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  • Mark Batterson
    April 12, 2006

    John,
    So are you suggesting we’ve found the cure for insomnia :) It’s the theaterchurch.com podcast cure!
    I had this mental image of 12,000 theaterchurch.com podcast listeners falling asleep at the same time :)
    People at the gym falling asleep. People jogging falling asleep. People sleepwalking.
    Sorry for the mental diversion, but thanks for the laugh.
    By the way, if the podcast doesn’t work for sleep problems you can always try my book :)
    I’m here to serve!
    Mark


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  • kevin
    April 12, 2006

    John, the comments you quote as examples of people being rude don’t sound like they came from Christians, do they? They’re from people who don’t belive in Jesus, so why would you expect any reverence for Jesus? Considering their perspective, hostility towards Christians seems pretty normal. I’m not surprised that they’re rude.
    You, however, talk like a Christian. You’re trying to take part in the conversation of this site, something the commenters you quote were not doing. I know we can all get a little heated, but if you’re going to represent Jesus and if you’re going to participate in this discussion, can we have a little bit of civility?


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  • Gene Mason
    April 13, 2006

    Um, excuse me Brad and John, but I thought this site was for reasoned debate on church marketing issues. An opinion and a personal attack are not the same things. Some of this thread belongs in a chat room and not on a blog that is supposed to be helping people communicate their ministries more effectively.
    Remember that your conversation in public is also respresentative of the God you serve. Ephesians 4 is a great refresher, gentlemen.


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  • John
    April 13, 2006

    If I crossed a line by refering to Mark’s messages as boring, I apologize, I would however expect that same standard to be applied to Mark, as in his own interview he mentions boring, he must be refering to some speaker or some church or some group of churches, is that fair? I was taught boring is in the eye of the beholder, what I perceive as boring may not be for another. Can you see how some may be insulted if what they interested in is labeled “boring”?


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  • Graham Marsden
    April 14, 2006

    OK, I have to comment here. I’ve been going to National Community Church and listening to pastor Mark preach for 3 years now. I’m not single, but I am in my 20-somethings. Let me first say that the content of Mark’s preaching was the first thing that compelled me to come back to the church. However, I was also immediately welcomed into a small group with my wife, and encouraged to volunteer to help set-up and tear-down on Sundays. For me, what got me to come in the door initially was a friend saying I should try out NCC. That’s all it took. That’s buzz in its most basic form.
    News Flash: Not everything NCC does or attempts to do is a hit! Mark would be the first to admit that sometimes his jokes only get a resounding thud on the theater floor. Occasionally, an event is loaded with vision and talent but falls a little short on execution. But a lot of the marketing at the church is done well, and a lot of the jokes and diversions do more than keep us awake… they keep us coming back for more. This church and its staff are willing to try almost anything to compete for lost souls. The church is also experiencing the tangible blessing of God on its goals and dreams, many of which have become a reality. That’s generating a buzz in the local (ahem…national) media, and the church simply wants to share the love.


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  • Graham Marsden
    April 14, 2006

    And another thing, John, about “boring.” When Mark mentioned boring, he wasn’t targeting any specific church or speaker. A lot of the people who attend his church are people who used to go to church somewhere, but stopped going a while ago. Those people are called “dechurched.” They left their churches at some point as the result of some sin, dispute, disagreement, or….boredom. Many of the “dechurched” come to NCC and are actively involved in various ministries and outreaches. While they still may have sin, disputes and disagreements, they are actively seeking God and fellowship because at least it’s not boring.


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  • seth
    May 4, 2006

    coming in a little late, but to be honest, i’m not sure how much God cares about the method as much as the motivation. as long as people are being reached and the motivation is love and reaching people, i think God would be pleased.
    buzz is about generating interest and excitement. the passion behind buzz is to creatively reach people and compel them to come in… for them to be excited about what is going on. loves reaches people, excitement brings them in.


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  • Buzz Conference Recap

    The Buzz Conference finished up yesterday in Washington, D.C., featuring our founder and president Brad Abare sharing his message “Return to Sender.” Audio versions of Brad’s talk are available from Buzz host National Community Church. Blogger and Buzz…


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