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The Halo Effect

The Halo Effect. Written By: Michael Fielding Presented By: Ian Frazier & Sheryl Robinol. Christian Characteristics.

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The Halo Effect

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  1. The Halo Effect Written By: Michael Fielding Presented By: Ian Frazier & Sheryl Robinol

  2. Christian Characteristics • 72million out of 235million Christians in the US are born again. (those who follow literal interpretations of the Bible and acknowledge being born again through religious conversion) • Born Again Christians are the fastest growing religious affiliations in the US • 14 million of that group are evangelical • 36% of born-agains have volunteered to help with their church in the past week, compared to 24% of average adults • 32% say they drank an alcoholic beverage in the last month • 74% of evangelicals are white & married • 33% are baby boomers • 54% live in the South

  3. Marketing to Christians • Growing market • Christian Lifestyles, offering earthly rewards • Messages may be inexpensive, insightful • Scriptures & Sponsorship • Viral Marketing & Targeting right media • “(Most) national brands have not targeted the segment because they don’t understand it.” –Jeff Lambert • “(God and religion are) a part of their daily activities, their interests and opinions are often linked with their religion.” –Irene Dickey

  4. Secular Benefits • Spending Power • Education • Loyal buying habits • Born-again Christians are fiercely loyal once they’ve been effectively courted. • Vocal culture that can spread good news far & wide, or trash an insincere company’s empty efforts • “If they’re interested in the values that are behind a company, they tend to stick with that company. The values they’re looking for are what everyone desires. It’s peace and warmth and togetherness.” -Fairchild

  5. Marketing Efforts • Marketers, turn to scriptures. • “if the company has a Christian founder, or philosophy, it can communicate easily through scriptures on its packaging. it’s really subtle, but Christians notice things like that.” - John Nardini Wally Blume: creator of Denali Flavors

  6. Marketing Efforts • Consider Sponsorship • High ROI potential • Disney sponsored “Night of Joy”, featuring Christian music • Target Sponsored portion of 2004-2005 tour by Christian band: Newsboys • Store positioning • Promotion through local media outlet • Band’s internet site

  7. Marketing Efforts • Grassroots Level • Effective & Affordable to highly involved small groups of consumers • “Grassroots marketing campaigns are the most effectives because (Christian consumers) are connected. They really appreciate a company or product that does pay attention to their interests.” -Fairchild • “Look beyond (big-scale ideas) to partner with an organization that reaches that audience” –Lambert • Prison ministries • Youth organizations

  8. Marketing Efforts • Christian Media, marketing message • On air promotions through radio stations • Company’s profits will return to Christian causes • “We’re willing to give you X amount of money, that puts it at a higher level.” –Jaffe • Word of Mouth • “Marketing to a Christian audience is no different from marketing to any other audience. It’s just they exercise choice based on a value system. When they find something that lines up with that, they pass it along.” –Fairchild Donates to religious organizations that benefit communities

  9. Closing • Christians are more educated than other consumer audiences • “It’s about how they shop but also what they don’t buy and where they don’t want to shop” –Lambert • It’s not difficult to send the right message to born again Christians in order to raise awareness • Respect the lifestyle • Communicate with words & images, that are respectful of target market.

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