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Should the Church Target Generations?

Church growth experts brought marketing techniques into church life almost two decades ago. First they aimed at boomers. Now it's Generation X. Some highly successful churches have shown that targeting age groups can work. But should it be the norm?

So That All
May Know
James Emery White

The Chevy Nova was a good seller. Encouraged by their success in the U. S., Chevrolet began to market the car throughout the world. In Mexico and other Latin American countries, the Nova bombed. Additional ads were ordered, marketing efforts were stepped up, but sales remained stagnant. Sales directors were baffled.

Why wasn't it selling? The answer was embarrassing: in Spanish, Nova means no go.

The business world is full of such stories. Perdue Farms converted its popular slogan, "It takes a tough man to make a tender chicken," into Spanish in hopes of expanding its chicken business. The results were less than desirable. Why? The translation came out, "It takes a virile man to make a chicken ...

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