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“The Halo Effect” by Michael Fielding

“The Halo Effect” by Michael Fielding. Marketing to Christian Consumers. Neil Potter Sergio Cirina Ryan Veerkamp. Overview. Why Christian Consumers? The Christian Demographic Effective Marketing. Why Christian Consumers?. For years marketers have avoided religion

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“The Halo Effect” by Michael Fielding

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  1. “The Halo Effect” by Michael Fielding Marketing to Christian Consumers Neil Potter Sergio Cirina Ryan Veerkamp

  2. Overview Why Christian Consumers? The Christian Demographic Effective Marketing

  3. Why Christian Consumers? • For years marketers have avoided religion • A new niche for marketers • 78% of U.S. citizens identify themselves as Christians (51.3% Protestant) • Movement towards the mainstream • Chronicles of Narnia Movies, Passion of the Christ • Music (Lifehouse, UnderOath, Switchfoot, The Fray)

  4. The Christian Demographic • Christians own more homes, purchase more cars and have more access to the internet than other segments of the general population • More education, more discretionary income

  5. Effective Marketing • Grassroots Marketing • Connectedness of communities and churches • Will identify with values • Similar to lifestyle brand (Apple users) • Look for opportunities to partner with organizations that are familiar to the Christian market

  6. Examples • Wal-Mart donates to charities and religious groups as well as secular groups • Take a moral stand on content in store (Lad’s magazines) • Offer wider variety of Christian books than any other large retailer • Bishop T.D. Jakes, pastor of a Dallas mega-church with about 30,000 members, hosted a conference that was co-sponsored by Ford Motor Company. They were allowed to hold seminars and display products during the event, which drew 200,000 attendees.

  7. Examples • Sponsoring Music Concerts • Disney’s Night of Joy • 2 night after hour concert • Featuring bands such as Jars of Clay, Family Force Five, Flyleaf, P.O.D.

  8. The Almost • Anberlin • As Cities Burn • As I Lay Dying • UnderOath • Norma Jean Warped Tour features bands that have either publicly referred to themselves as "Christian Bands," are on Christian record labels, or are bands comprised of Christian members.

  9. Conclusion • Powerful market niche untargeted by marketers • Use grassroots marketing and identify with values • Large corporations already taking advantage of growing Christian market segment

  10. Works Cited • Article Found in: • Marketing Annual Editions by John E. Richardson • Additional Information Found at: • CIA, CIA.gov • Pew Research Center, people-press.org

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