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The Halo Effect By: Michael Felding

The Halo Effect By: Michael Felding

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The Halo Effect By: Michael Felding

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  1. The Halo EffectBy: Michael Felding Lauren Archer Samantha Lee

  2. Christian Community • About 72 million of the 235 million Christians in the United States say they are born-again • “(God and religion are) a part of their daily activities, their interests and opinions are often linked with their religion” -Irene Dickey • Among the fastest-growing church denominations in America

  3. Christian Market • Benefits include: • Spending power • Education • Loyal buying habits • Vocal culture that can spread good news • Christian community responds highly to scriptures, sponsorship, and viral marketing

  4. Scriptures • Women’s Day magazine has a biblical verse that runs along the top of the table of contents page in each issue • Forever 21 has a scripture displayed on the bottom of each shopping bag

  5. Sponsorship • Sponsorship has a high ROI • For more than two decades, Walt Disney World Resort in Florida sponsored the “Night of Joy” that features Christian music • In 2004, Target sponsored a Christian musical group, Newsboys. • In-store positioning, promotion through local media outlets and the Newsboys’ Internet website

  6. Viral Marketing • Word of mouth is very effective with the Christian community • Well connected • Appreciative of companies that pay attention to their interests • Moose Tracks ice cream has captured a solid Christian market by having on-air promotions on Christian radio stations. • Company returns part of its profits to Christian causes

  7. Viral Marketing Continued… • Takes a moral stand by not carrying offensive magazines or explicit music • Wal-Mart donates to religious organizations that helps benefit the general community • Carrying a broader selection of Christian books

  8. Summary… • “It’s about how they shop but also what they don’t buy and where they don’t want to shop” • “If they’re interested in the values that are behind a company, they tend to stick with that company”

  9. Discussion • How loyal would you be to a company that paid attention to the specific interests of your group you identify with? • Do you think Christian marketing turn off consumers that aren’t religious? • Disadvantages? • Do you think that all companies should jump on this bandwagon?