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

ISBN-13: 9780470422106 / Angielski / Twarda / 2009 / 304 str.

Bob Hutchins; Greg Stielstra

Opis

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.

Spis treści

Acknowledgments.

Introduction.

Part I Meet the Christian Consumer.

Chapter 1 The Overlooked 140 Million Person Market.

Chapter 2 Lose Your Faith: Everything You Think You Know About Christians Is Wrong.

Chapter 3 Meet the Real Christian Consumer: They are no Different. They are so Different.

Chapter 4 Darned if You Do, Darned if You Don t: Common Mistakes Marketers Make.

Part II How to Market to Christians.

Chapter 5 Meet and Greet: How to Get to Know Your Audience.

Chapter 6 Serve, Don t Sell: Building Your Brand.

Chapter 7 Word–of–Mouth.

Chapter 8 Radio Strategies.

Chapter 9 Print Strategies.

Chapter 10 Online Strategies.

Chapter 11 Direct Marketing to Christians.

Chapter 12 Reaching Pastors: What Works and What Doesn t Work.

Chapter 13 How to Market Your Church.

Part III Key Resources for Christian Marketers.

Marketing Firms.

Public Relations Firms.

Film and Video Production.

Music Festivals.

Churches.

Radio.

Trade Associations.

Trade Media.

Retailers.

Distributors.

Magazines

Parachurch and Ministry Organizations.

Index.

Special Offer!.

O autorze

Bob Hutchins runs Buzzplant, an Internet marketing agency that targets the faith and family market. He was instrumental in online marketing campaigns for the Christian hit movies The Passion of the Christ and The Chronicles of Narnia. Learn more at www.buzzplant.com.

Greg Stielstra is the author of PyroMarketing and was a marketing executive at the world′s two largest Christian publishers, Thomas Nelson and Zondervan. At Zondervan, Stielstra was marketing director for Rick Warren′s The Purpose–Driven Life, the fastest selling hardcover in American history. Learn more at www.pyromarketing.com.

Blurb

FAITH–BASED MARKETING

This is an awesome, eye–opening guide to a market that is large and untapped. It will help you navigate an honest, ethical, and effective path to reach the Christian market.

GUY KAWASAKI
cofounder, Alltop.com and author, Reality Check

"There are 140 million churchgoers in this country, and they all havemoney, but don′t reach for the John 3:16 poster and rainbow–afro wig just yet.A mammoth market isn′t necessarily a monolith. These guys show you how tocultivate the faithful, segment by segment, from the bottom up."

BOB GARFIEDield
Advertising Age

"Some of the most interesting cases of word–of–mouth marketingcan be found within the Christian community. This book is packed withsuch examples as well as with some solid advice about word of mouth.Clear, readable, and extremely informative, Faith–Based Marketing is theperfect guide to understanding and reaching Christian consumers."

EMANUEL ROSEN
author, The Anatomy of Buzz Revisited

"Greg Stielstra was the marketing director for my bestsellingbooks with Zondervan, so I′ve seen firsthand his ability to reach Christianconsumers. He has proven that he can pursue effective business practiceswhile always respecting the Christian faith."

LEE STROBEL
author, The Case for Christ and The Case for Faith

"Bob has been very helpful in guiding our communication with thefaith–based community in a culturally relevant and sensitive manner. The insightshe and Greg provide in Faith–Based Marketing have provided a clear path in themidst of the cacophony of the latest ′new media′ gurus."

JEFF MOSELEY President, INO Records