This blog is part 2 of a previous post. See the original post here
When the Passion of the Christ Movie came out our church rented 4 theaters and had over 1000 people attend the day before it released to the public (a great ‘anchor store’). The news media was not interested in covering that story. However, Randy invited a Jewish Rabbi to watch the movie with him at one of the theaters. Since it was so controversial with Jews, the paper and TV channels were eager to cover the story of the Christian pastor and Jewish Rabbi watching the movie together.
In 1990, Randy had the ‘anchor store’/God idea to be a nationally known songwriter and recording artist. He had a lot of talent in both of those categories. However, when he went to Nashville and met with labels, they said they were not interested in signing a guy to a contract at that point. He went back and found 2 old friends that just happened to be amazing singers and songer writers (C & D). The three of them went back to Nashville and the rest is history.
Randy Phillips has a keen ability to make things happen and then to get other people to get excited about what he is making happen. He was born with some of the talent, his father contributed to it, and a news editor at a local outlet put the icing on the cake. I sat down to lunch with him the other day and he shared with me his Marketing/PR strategy from the ground up.
Let me back up just a little and say that I used to be on his staff and one of my three positions of the church was marketing/PR. So, I am very familiar with his tactics and strategies as I used to be one of his key players on the team. This stuff will not only help you tap into the news outlets, but the same techniques are used to garner interest from those in your church that are on the outside looking in.
As we sat at the table, he took the pepper shaker and stuck it at the middle of the table and said, “You start with your ‘anchor store’, and then you build off of that. Just like Walmart or Target is an anchor store in the shopping center with many smaller stores on the periphery, your ‘anchor store’ is the core idea that God gave you to begin with.” Maybe it is a concert, a new program, a outreach plan, a new business or ministry idea. God gives you an idea that will help accomplish his purpose. You get fired up about it because you felt it came from God. However, getting others to get on board is often a challenge. (Especially those outside of your core ministry circle.) Randy’s dad, Kenneth Phillips taught Randy a lot on this topic. Thinking of the big idea. Think outside of the box. Be creative. The anchor store is the foundation and in itself it needs to carry its own weight.