Written By: Michael Fielding

Presented By: Ian Frazier & Sheryl Robinol

The Halo Effect

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

Christian Characteristics

Growing marketChristian Lifestyles, offering earthly rewardsMessages may be inexpensive, insightfulScriptures & SponsorshipViral 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

Marketing to Christians

Spending PowerEducationLoyal buying habitsBorn-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

Secular Benefits

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

Marketing Efforts

Wally Blume: creator of Denali Flavors

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

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” –LambertPrison ministriesYouth organizations

Marketing Efforts

Christian Media, marketing messageOn air promotions through radio stationsCompany’s profits will return to Christian

causes “We’re willing to give you X amount of money, that puts it at a

higher level.” –JaffeWord 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

Marketing Efforts

Donates to religious organizations that benefit communities

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 awarenessRespect the lifestyleCommunicate with words & images, that are

respectful of target market.

Closing