The Halo Effect By: Michael Felding Lauren Archer Samantha Lee.

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Presentation transcript:

The Halo Effect By: Michael Felding Lauren Archer Samantha Lee

Christian Community About 72 million of the 235 million Christians in the United States say they are born-again “(God and religion are) a part of their daily activities, their interests and opinions are often linked with their religion” -Irene Dickey Among the fastest-growing church denominations in America

Christian Market Benefits include: ▫Spending power ▫Education ▫Loyal buying habits ▫Vocal culture that can spread good news Christian community responds highly to scriptures, sponsorship, and viral marketing

Scriptures Women’s Day magazine has a biblical verse that runs along the top of the table of contents page in each issue Forever 21 has a scripture displayed on the bottom of each shopping bag

Sponsorship Sponsorship has a high ROI For more than two decades, Walt Disney World Resort in Florida sponsored the “Night of Joy” that features Christian music“Night of Joy” In 2004, Target sponsored a Christian musical group, Newsboys.  In-store positioning, promotion through local media outlets and the Newsboys’ Internet website

Viral Marketing Word of mouth is very effective with the Christian community ▫ Well connected ▫Appreciative of companies that pay attention to their interests Moose Tracks ice cream has captured a solid Christian market by having on-air promotions on Christian radio stations. ▫Company returns part of its profits to Christian causes

Viral Marketing Continued… Takes a moral stand by not carrying offensive magazines or explicit music Wal-Mart donates to religious organizations that helps benefit the general community Carrying a broader selection of Christian books

Summary… “It’s about how they shop but also what they don’t buy and where they don’t want to shop” “If they’re interested in the values that are behind a company, they tend to stick with that company”

Discussion How loyal would you be to a company that paid attention to the specific interests of your group you identify with? Do you think Christian marketing turn off consumers that aren’t religious? ▫Disadvantages? Do you think that all companies should jump on this bandwagon?