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Faith-Based Marketing: The Guide to Reaching 140 Million Christian Customers Hardcover – May 4, 2009

ISBN-13: 978-0470422106 ISBN-10: 0470422106 Edition: 1st

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Product Details

  • Hardcover: 256 pages
  • Publisher: Wiley; 1 edition (May 4, 2009)
  • Language: English
  • ISBN-10: 0470422106
  • ISBN-13: 978-0470422106
  • Product Dimensions: 6.4 x 1 x 9.4 inches
  • Shipping Weight: 15.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (21 customer reviews)
  • Amazon Best Sellers Rank: #146,807 in Books (See Top 100 in Books)

Editorial Reviews

From the Inside Flap

It's the largest, most faithful, highest spending market segment in the United States, yet chances are you have never considered it. America's 140 million weekly church-goers spend $5.1 trillion annually and support the businesses that understand and respect them with near-religious devotion. But to reach them effectively, you're going to need some help.

Faith-Based Marketing provides everything you need to understand the Christian consumer power niche and effectively reach it. It explains who makes up that community, what they want, and what it takes to appeal to them. Then, based on survey research from believers across the country and interviews with experts, it provides practical guidance for creating faith-based marketing plans that work.

In many ways, Christians are no different from other consumers—they are discerning shoppers who put price, value, customer service, and convenience ahead of loyalty to businesses that just happen to be owned by Christians. But they are also a somewhat forgotten market that promises big returns for those businesses that develop real relationships with them. Christians may be ordinary consumers who need the same prod-ucts as everyone else, but they respond extraordinarily well to marketing approaches customized to their needs.

Faith-Based Marketing presents a bounty of other important insights as well—common mistakes marketers make in dealing with the Christian market; how to serve rather than sell to the market; and what works and doesn't work when dealing with pastors and other church leaders. You'll also find proven strategies for effective radio, print, online, word-of-mouth, and direct marketing, as well as resources—in the book and online—that tell you who's who in the Christian community and how to reach them.

Though increasing your sales is the ultimate goal, this book isn't just about selling more of your stuff to Christians. Faith-Based Marketing reveals that when you market your products the right way, you won't just make more money but also meet the needs of Christian consumers in ways that respect their beliefs and improve their lives—a blessing for us all.

From the Back Cover

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


More About the Authors

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Customer Reviews

This book is a must for anyone who wishes to market to the Christian population.
Nancy Bailey
The examples or case studies combine with solid information to make this book a valuable resource for the business community.
W. Terry Whalin
I thoroughly enjoyed reading this book, actually have gone back to several chapters to re-read.
Kevin

Most Helpful Customer Reviews

27 of 34 people found the following review helpful By Booklover on September 24, 2009
Format: Hardcover
This book is pretty much appalling. I picked it up because I want to start a ministry to high school students and wondered how to approach them and their youth leaders. I give this book one star because of the resources in the back. Other than those, here's what I found:

1) The authors are vague.
Pg. 169 - "Does it pass the cringe test? ... a lot of marketing material from churches makes us cringe." What does this mean?
Pg. 170 - "Each of these types of events requires careful planning and promotion for them to be successful". But there is no explanation regarding how.
They refer to "affinity" groups a couple of times, but never explain.

2) They are patronizing and superficial.
Pg. 164 - "If the paint is peeling on your building (church), and the grass hasn't been mowed, and the flower bed is weed strewn, it tells me you don't have a lot of respect for a building that you want me to believe is God's house."
Pg. 139 - ...They advise not to send preteen skateboard enthusiasts a newsletter filled "with articles on healthy aging".
Come on.

3) The book is very "chatty" and full of really annoying buddabing moments.
Pg. 3 - "It was the Holy Grail for marketers..." (wink, wink).
Pg. 64 - during a lengthy section explaining when to stand up and sit down during service and what a bulletin looks like, they said this about praying, "...if you sneak a peek, you won't be the only one". Is this necessary? Does it further the premise of marketing to faith-based?
Pg. 164 - "...You want to see your church grow - not to satisfy a denominational bigwig breathing down you neck or win a prize for being the fastest growing church in the United States...
Read more ›
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10 of 13 people found the following review helpful By W. Terry Whalin on April 11, 2010
Format: Hardcover
A wise marketer wants to learn as much as possible about his target audience before shaping their pitch to the audience. Unfortunately when it comes to the faith-based audience many times the pitch veers way off the mark because they have not paused to learn about the target market.

With crisp clear language and examples, FAITH-BASED MARKETING helps businesses understand this huge market. I loved what the authors wrote on page 5, "Christians are not the lunatic fringe so many once thought. Rather, they form a global network of immense size and power comprised of every country, every social or ethnic group, and every economic stratum. Christians now number 2.3 billion or one out of every three people on the planet. That's nearly as large as China and India combined."

I appreciated the detailed distinction between business and how the faith-based community approaches business. The examples or case studies combine with solid information to make this book a valuable resource for the business community. Also it is a valuable resource for any church or pastor who wants to have a broader reach into the community.

The book is divided into three parts: Meet the Christian Consumer, How to Market to Christians, Key Resources for Christian Marketing. The authors include an online version of their resources which are kept up-to-date at faithbasedmarketing.com

The authors have created a terrific resource which I recommend.
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3 of 4 people found the following review helpful By Only on April 14, 2010
Format: Hardcover Verified Purchase
There are plenty of marketing tomes out there that teach you the basics of any field, specialty, etc. Most of the, approaching 99% of them in my view, are utter garbage. I think anyone that has ordered any resource like this already knows this, but I think it's worth restating. People should be wary of all marketing books; getting rich by teaching how to get rich is one of the best ways to get rich, and one of the easiest to do by offering NO value whatsoever.

However, that said, this book is great. Now, it won't teach you how all the ins and outs of basic marketing; it does a little of this, I guess. But who needs that, that's going to buy this book? Anyway, where this book excels is within it's demographic! The resources in the back of the book are worth their weight in gold if you have a product that can target this mass of people. It's one of the best resources on any demographic I've ever seen.

It's highly specialized, and valuable because the demographic it's about is one of the biggest spending group of people in the world!

I was thoroughly impressed by this book.
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3 of 4 people found the following review helpful By BLessed on October 24, 2010
Format: Hardcover
I found this book to be a wealth of information, especially the website links that are provided, plus the general info about the faith-based market. If you want to connect your product with the Christian community, this book comes from reliable writers with current reliable resources. I have met Bob Hutchins in person and he has the experience and knowledge to share important info that can help business owners be successful!!
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1 of 1 people found the following review helpful By Larry Wayne Sutton on December 14, 2009
Format: Hardcover Verified Purchase
Good to see a great book from a Christian perspective!
It gets you thinking on the right path at least... buy the book and lay aside your preconceived notions...
How In Hell Can I Change?: Your Personal Guide To Allowing Jesus To Totally Transform Every Area of Your Life! (Volume 1)
Wayne Sutton - author of "How In Hell Can I Change?"
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