Faith-Based Marketing : The Guide to Reaching 140 Million Christian Customers

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2009-05-04
  • Publisher: Wiley

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Most businesses don't have a good understanding of the faith community and how to market to this huge audience in effective, culturally sensitive ways. Many attempts to market to Christians have backfired, because the marketers had little understanding of Christians' values, taboos, and "hot buttons". Yet the size of the opportunity is enormous. Faith-Based Marketing provides everything business leaders need to understand 140 million Christian consumers and effectively reach them. It explains who Christians are, what they want, and provides traditional, new media, and word-of-mouth strategies to communicate with and engage them and their churches. The book also includes a valuable directory of top Christian organizations, churches, and events, to help marketers and business leaders find out whom to contact and how. The book includes a free subscription to a companion website with bonus content.

Author Biography

Greg Stielstra (Franklin, TN; www.pyromarketing.com) was the marketing director at Thomas Nelson for The Purpose Driven Life, the bestselling hardcover book in American history (30 million copies in the first 3 years). Previously he was Senior Marketing Director at Zondervan, a leading Christian book publisher, for 15 years. An expert in word-of-mouth, faith-based, and social network marketing, Greg speaks regularly for the Word of Mouth Marketing Association and at other events, including the Forbes CMO Summit.  His work has been covered by The Economist, Advertising Age, Point Magazine, Business Week, Forbes, Wireless Age, Publisher’s Weekly, Knowledge @ Wharton, and the Wharton Leadership Journal.  He is EVP, Director of Integrated Delivery for The Buntin Group, the largest ad agency in Tennessee.

Bob Hutchins (Franklin, TN) runs Buzzplant (www.buzzplant.com), an Internet marketing agency targeting the faith/family market. He lead the online campaign for Mel Gibson’s The Passion of the Christ, and The Chronicles of Narnia movie.   His client/partner roster includes Time-Life, General Motors, Twentieth Century Fox, INO Records, Disney, Warner Brothers, Thomas Nelson Publishers and Zondervan. He is co-founder of The Faith-Based Marketing Association and Ground Force Network, and has been featured in The New York Times, Wall Street Journal, Wired Magazine, Fortune Magazine, MarketingVOX, American City Business Journals, Dallas Morning News, and television/radio media.

Table of Contents

Acknowledgmentsp. vii
Introductionp. ix
Meet the Christian Consumerp. 1
The Overlooked 140 Million Person Marketp. 3
Lose Your Faith: Everything You Think You Know About Christians Is Wrongp. 17
Meet the Real Christian Consumer: They are no Different. They are so Differentp. 25
Darned if You Do, Darned if You Don't: Common Mistakes Marketers Makep. 38
How to Market to Christiansp. 51
Meet and Greet: How to Get to Know Your Audiencep. 53
Serve, Don't Sell: Building Your Brandp. 69
Word-of-Mouthp. 82
Radio Strategiesp. 96
Print Strategiesp. 111
Online Strategiesp. 121
Direct Marketing to Christiansp. 142
Reaching Pastors: What Works and What Doesn't Workp. 152
How to Market Your Churchp. 163
Key Resources for Christian Marketersp. 173
Marketing Firmsp. 177
Public Relations Firmsp. 178
Film and Video Productionp. 179
Music Festivalsp. 180
Churchesp. 182
Radiop. 188
Trade Associationsp. 201
Trade Mediap. 205
Retailersp. 207
Distributorsp. 209
Magazinesp. 210
Parachurch and Ministry Organizationsp. 212
Indexp. 235
Special Offer!p. 241
Table of Contents provided by Ingram. All Rights Reserved.

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