Business

Faith-Based Marketing Could Prove a Winning Strategy for Companies

Did you know that companies like Forever21 and In-N-Out Burger place Bible verse John 3:16 on the bottom of their bags and cups?

It is called “faith-based marketing” and the market for it is enormous and profitable.

“One of the things that makes the faith-based market unique is they [the target market] gather weekly as a group to share and fellowship with each other,” said Greg Stielstra, founder of PyroMarketing, a social media marketing agency, in a recent FOX Business report.

Any businessman will tell you that word-of-mouth promotion is crucial for success. Consumers are much more likely to make a purchase based on the recommendation of a friend rather than an ad placed in a magazine or on television.

“For Christians in America, their faith in Jesus Christ is a defining characteristic, which makes word-of-mouth in that community more powerful than it would be for other communities,” Stielstra said.

Paul Jankowski, CEO of Access Brand Strategies agreed that “faith as a core value in many Americans’ lives cannot be understated.”

“Be cognizant of the role of faith, specifically, may play in the lives of this massive consumer group,” he said.

Stielstra claims that the success of The Purpose Driven Life, which is the fastest-selling hardcover book in American history, is because of the strength of the faith-based community.

“By lighting that fuse in a number of key places, it was possible to reach almost everyone because that community is so tight.”

How did they market that book to the community? According to FOX Business:

A 40-day marketing campaign for the book included having ministers preach six consecutive sermons about the book, with worshipers reading a chapter a day for 40 days. Readers were given the entire book, instead of just a sampling, and they would meet once a week to discuss it. Word of the book spread like wildfire through faith-based communities.

“It created an army of 400,000 customer evangelists who had a deep familiarity and a positive experience with the book, and that turned into irrepressible word of mouth,” Stielstra said.

“It wasn’t valuing them for their purchase potential. What it unleashed was their promotional potential,” he added.

Christian Brothers Automotive is a perfect example of that “promotional potential.”

Faith Based Marketing Is a Winning Strategy

A courtesy shuttle for Christian Brothers Automotive

CEO Mark Carr founded the company in 1982 after he was asked to help start an automotive repair service. Carr named the company Christian Brothers Automotive because it was “literally opened by two brothers in Christ.”

What started out as a single repair shop outside of Houston, has since evolved into an operation that boasts of 88 franchises in 11 states, with another 32 under construction or getting ready to open, according their website.

Some locations have Bibles in the waiting rooms (along with the other obligatory reading material) and some franchisees place prayer request books in the lobby.

“We’re not going to outwardly proselytize . . . but we hope and pray that they feel the love of God when they come into our stores,” said Josh Wall, vice president of franchise development.

Although most of the stores are Christian, the company has never specifically focused on the Christian market alone.

“We’re not targeting faith-based customers, per se,” Wall said. “What we’re doing . . . is just saying, ‘we want to be in a business that glorifies God in everything we do, by providing ethical and excellent automotive repair for our customers.’ That’s something that’s not lip service – that’s who we are.”

However, Christian Brothers Automotive has purposely refrained from advertising themselves as an exclusively religious business.

“We don’t want to offend anyone or create a preconceived notion before they walk in the door,” Wall said.

Some of its strongest franchise locations are in areas dense with people who identify with Eastern religions, not Christianity, according to Wall.

“Overwhelmingly, I would say it typically doesn’t offend non-evangelical Christians because they just want to be taken care of very well. We service people of all different faith backgrounds.”

How does a business get into faith-based marketing? Stielstra recommends becoming a trusted name in churches.

“That may mean sitting down with local pastors and presenting your product and explaining how it can be beneficial to his or her congregation,” says the FOX Business report.

“Let them speak back to you. Pastors are shepherds of their flock and shepherds protect their flock,” Stielstra said. “If you show how your product is genuinely helpful, they would be a great consultant.”

“If you can identify yourself as being a Christian and that your business is guided by Christian principles, other Christians will want to reward you and give them your business,” Stielstra said.

“Other businesses can win patronage by Christians by saying there are aligned with the same values – that’s stopping short of sharing your faith, but there are at least a certain set of standards by which we all adhere,” he added.

Faith-based marketing has two specific advantages: It allows individuals to practice their faith in the workplace and it is financially beneficial.

Win-win.

Comments (46)

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  • The Third Archon
    Posted on October 8, 2011 at 8:17pm

    “FAITH-BASED MARKETING COULD PROVE A WINNING STRATEGY FOR COMPANIES”
    Just like Faith-Based healing could be a reliable source of treatment for patients with diseases…oh, wait…no…

    Report Post » The Third Archon  
  • kung
    Posted on October 8, 2011 at 12:36pm

    I wonder if it’s good to use the faith to turn a profit.

    “And Jesus entered into the temple of God, and cast out all them that sold and bought in the temple, and overthrew the tables of he money-changers, and the seats of them that sold the doves.” Matthew 21:12

    Report Post »  
    • LouC57
      Posted on October 8, 2011 at 1:11pm

      Kung, I don‘t think there’s any passage in the Bible that says you can’t turn a profit, or become wealthy. Jesus was clearing a holy place, the Temple, of moneychangers. Big difference.

      As a small business owner, This story caught my eye. Since admittedly, I’m not one of the best or even marginally decent Christians, I’ll probably not use faith-based marketing. Even though, when I think about it, I’m totally honest with my customers, offer a heck of a good deal, and back it up with a 100% money-back guarantee, with no return of box/other necessary. If someone overpays (as has happened several times on the service I use for payment) I either give a freebie or offer them money back–usually it’s just easier to pencil a note saying, “Joan Doe, you overpaid–have a freebie!”

      And so on…still, since I don’t walk the walk, talk the talk 24/7 like I should, I’d feel hypocritical.
      Maybe next year ;)

      Report Post »  
    • bitterclinger
      Posted on October 8, 2011 at 1:57pm

      If I had my choice to take my car to a place that professed to Christian tenets (i.e., Do unto others…) vs a run-of-the-mill garage or chain, guess which one I’d pick!

      I was pleasantly surprised to see a bunch of faith-based e-startups in the fragrance biz (my obsession) when I looked around the intertubes last night. The next time I’m looking for fragrance oils, I’ll go to these small businesses. I’ve already bookmarked them.

      I hope this is a trend that grows like wildfire.

      Report Post » bitterclinger  
  • KingDawg
    Posted on October 8, 2011 at 11:52am

    Listen to the Holy Spirit..He will guide you to the truth!

    Report Post »  
  • goodtimes
    Posted on October 8, 2011 at 11:29am

    Home Depot is one of the most immoral companies – from a Christian worldview – in America. Their co-sponsoring of events to target children with homosexuality has been widely condemned by conservative Christian activists groups.

    Report Post »  
    • pwcarr11
      Posted on October 8, 2011 at 11:12pm

      Please provide source.

      Report Post »  
    • Zoe
      Posted on October 9, 2011 at 10:05pm

      Sponsors in Pride March in Atlanta – ? My recollection.

      Report Post » Zoe  
  • qzak491
    Posted on October 8, 2011 at 11:19am

    All compaines, if they are to exhist, need to offer their services to everyone. If they are truly a Christian company their actions will confirm this, you will know them by their fruits. If they say one thing and do something else, beware of their Christian advertisements. ALSO There needs to be a “yellow pages” for Christian businesses, made up by Christians, so Christians looking for something can go there first.

    Report Post »  
  • hi
    Posted on October 8, 2011 at 10:13am

    I love it but also see the potential for problems. I was ripped off by two men wearing crosses as big as day who “helped” me with my car.

    Report Post » hi  
  • TomFerrari
    Posted on October 8, 2011 at 10:08am

    I am wary whenever I see an icthus on a service van (plumber, etc.).
    Too often it is used by tradesmen to LOOK honest.
    Too often I have been dealt with dishonestly by tradesman
    (with and without John 3:16 on their truck, etc.)
    So, unless I PERSONALLY KNOW something about the company, those little icons laying claim to Christianity are not enough to warrant my trust.

    Question BOLDLY.

    Report Post » TomFerrari  
  • cmaczko
    Posted on October 8, 2011 at 9:55am

    Gotten
    … Is that for real? Each time I click ur link the pic blinks then
    Goes blank. But I did not miss “hail Satan” on the cup….. Yikes.

    Report Post »  
    • qpwillie
      Posted on October 8, 2011 at 10:10am

      I seriously doubt it. That would be easy to photoshop. It’s an “Arial Black” font.

      Report Post » qpwillie  
  • lukerw
    Posted on October 8, 2011 at 9:54am

    Personally, I’d feel better… doing business with a Christian Company… than any other (ie. Atheist, Muslim, etc…).

    Report Post » lukerw  
  • Getten
    Posted on October 8, 2011 at 9:25am

    That’s not all In-N-Out Burger prints on their cups –

    https://picasaweb.google.com/lh/photo/8_FgJGJjFbN5JlzebzJUGqv3gPk0qO26ed0TFeH38es?feat=directlink

    Report Post » Getten  
  • Carol Ingian
    Posted on October 8, 2011 at 9:13am

    I would rather spend my money at a faith based business, it is important to help out our neighbors with good values.
    I also avoid shopping at any business run by muslims, as I do not want to contribute to those who want to cause our own demise!

    Report Post »  
    • SLAPTHELEFT
      Posted on October 8, 2011 at 9:26am

      Amen and amen.

      I do the same and will continue. Let the atheists shop wherever they want. Let them boycott. Let them whine. Let them cry. This attack on our faith shall not continue. Maybe we should start researching the businesses we use to ensure that they hold our values and a loyalty to our Republic.

      Report Post » SLAPTHELEFT  
  • Taxpayer550
    Posted on October 8, 2011 at 8:25am

    It’s the middle of the night on a city backstreet and your car breaks down. You make numerous attempts to start the engine but it just won’t turn over. You pop the hood, get out of the car, and take a look at the engine, even though you have no expertise on how to fix automobiles.

    Suddenly, out of the corner of your eye, you see four shadowy figures emerging from an alleyway a few feet behind you. You take a second look in their direction, and they seem to be walking quickly toward you. At that point, would it matter to you whether the four shadowy figures had just left a bible study, or were coming from an “Occupy Wall Street” protest?

    Now, wait for a leftist, moron, troll to post something anti-Christian in response.

    Report Post » Taxpayer550  
  • Sniper48
    Posted on October 8, 2011 at 6:47am

    Chic-fil-a (spelling?) gets much of my business because they strictly obey the Forth Commandment. I rest you case.

    Report Post »  
    • BigdaddyK
      Posted on October 8, 2011 at 8:41am

      I applaud Mr. Cathy of Chic-Fil-A and his “closed on Sunday” stance. The only problem with it is that the Sabbath is the SEVENTH day, aka Saturday.

      Report Post » BigdaddyK  
    • SLAPTHELEFT
      Posted on October 8, 2011 at 9:30am

      Wouldn’t that be the seventh day Adventists?

      I could be wrong, but most people go to church on Sunday. They play hard on Saturday, yet still worship the Lord. And Monday -Friday they work for their hard earned money to spend at the faith based business of their choice.

      So I guess I’ll just ask you-what’s your point?

      Report Post » SLAPTHELEFT  
    • drudog82
      Posted on October 8, 2011 at 3:17pm

      The sabbath on Saturday is a jewish sabbath. Jesus was raised on a Sunday. So Christians hold Sunday as their day of worship. They have for over 2000 years starting with the disciples.

      Report Post »  
  • Sniper48
    Posted on October 8, 2011 at 6:40am

    Well, Duh! Their faith and its exercise not being punished, but encouraged give them something to live for when government and Obama have taken it all away, or tried to do so. The musloids can pray whenever, but a Christain would be punished for doing so. If you are ashammed of Christ now, He will deny you when its too late. How ’bout some activist Christains for a change. At least it would confuse the media.

    Report Post »  
  • Rational Man
    Posted on October 8, 2011 at 2:39am

    How many people really go to In-N-Out for a burger because there is “John 3:16″ on the under side, inside lip of the cup, on the bottom, in tiny print? I first heard of them through some kids at church that just had to take a detour on a mission bus trip to eat there. That was about ten years ago when they printed verses on the OUTSIDE of the containers. Since then, I have never heard of anyone that even knew about the verse referenced on the cup. I can’t figure out why they are so extremely popular either. Unless they are just blessed by God for giving to charities or something. I have tried to like their food and just can’t see the attraction. It’s not the best food, IMO. Not even sure their shakes can be considered a dairy product. I can’t even get past the strong smell of grease when driving by the place!

    That being said, I will always patronize businesses that are Christian owned or at least Christian friendly…….Except In-N-Out.
    Michelle Obama’s Target is not on that list! Neither is Best Buy!

    Report Post » Rational Man  
    • TomFerrari
      Posted on October 8, 2011 at 10:05am

      Yep, that’s the key – boycott a company that acknowledges Christ (albeit on the bottom of a cup in tiny print) and give your money to companies that support obama and his minions of socialists. Companies like GE or Disney/ABC/ESPN, or NBC, or CBS…
      Yeah, that’s REAL smart.

      Report Post » TomFerrari  
    • Rational Man
      Posted on October 8, 2011 at 11:17am

      I do not knowingly support companies that are left wing, anti-Christian or have lewd advertising.
      But I also don’t eat at places that serve crappy food. And I have no idea whether In-N-Out is being genuine or it’s just a gimmick. Do you?? Do they give back to the Kingdom of God with the money they make from selling lousy food?? You think your smart, tell us all about it!

      I try to live and work by what the Bible says about, “do all things as unto the Lord”.
      I personally wouldn’t want to serve Jesus that sub-standard bad tasting food that is served at In-N-Out.
      And as I mentioned before, I can’t get past the strong grease smell every time I go near one of those places. I lose my appetite.

      Your just being a troll…….”Yeah, that’s REAL smart.”………………..

      Report Post » Rational Man  
  • Justice_Gustine
    Posted on October 8, 2011 at 2:33am

    Christian Brothers Automotive. Yeah, I drink their brandy all the tiem

    Report Post »  
  • mad_hatter
    Posted on October 8, 2011 at 2:12am

    That is unless they attack people’s faith, much like an influential pastor who supports Perry did today. he attacked Glenn Beck and Mitt Romney’s faith, mainly attacking Romney and called them part of a cult: http://www.thedailycandidate.com/video/2011/oct/pastor_mormon_cult.html .

    Just because they believe in God and Jesus in a different way doesn’t mean they are a cult or not Christians, that is why we have so many churches out there, because they believe in different things yet they profess that they are saved by the grace of God through his atonement. That is Christianity. This pastor will most likely hurt Perry’s campaign more than help. Unless the anti-mormon bigotry runs deeper than I would have believed in America. But I don’t think it does.

    Report Post »  
    • GodsDotr
      Posted on October 8, 2011 at 11:37am

      Mad_Hatter,
      You may not know about the Missouri Extermination Order of 1838, also known as the Mormon Extermination Order. This is an example of the government capable of cruelty towards a religious group. We must learn from it and discourage hatred against any group.

      Report Post »  
    • drudog82
      Posted on October 8, 2011 at 3:26pm

      Mormonism is a cult. Study it before you spout off about what you don’t know. Mormon believe that Jesus and Satan were brothers and God picked Jesus plan of salvation over Satan so satan rebelled and got kicked out od heaven. Mormon’s believe that they can become Gods if they do good works and get 70 wives when they die and can populate their own planet. The founder, Joesph Smith said that God told Him that their were people living on the moon that were 6ft tal and blond and dressed like quakers. He also said that if he died Jesus would come back 10 years later. that was in 1835. The Bible says that if anyone says “Thus saith the Lord and it doesn’t come to pass he is not a prophet of God. Joesph Smith has had dozens of “prophecies” proved to be false. In mormonism salvation doesn’t come through Jesus it comes through the Mormon Church. This is just the tip of the iceberg but being politically correct keeps us from the inconvienient facts.

      Report Post »  
  • Falsegods
    Posted on October 8, 2011 at 1:27am

    If restaurants said a prayer to bless their meal, with the customer, they would have happier customers.

    Report Post »  
  • Tim Law
    Posted on October 8, 2011 at 12:43am

    As much as the left is trying to run GOD out of our live’s, it’s nice to see christian business coming on to the market place. I would much rather spend what little I have at my christian brothers and sisters business’s than with those hate GOD and worship Mammon!

    Report Post »  
  • Large Eagle
    Posted on October 8, 2011 at 12:26am

    When these businesses start selling perfect specimens for slaughter on the alter then you can call them money changers. Get up to speed people – I think the idea rocks – an outward expression of an inward feeling – Praise GOD and Love his Son

    Report Post »  
  • TheVoice1
    Posted on October 8, 2011 at 12:18am

    Unions fighting for Muslims to get paid while praying 5 times a day at Hertz and you want to call a Christian a money changer in the temple because they want to advertise their businesses???? Come on!

    Report Post » TheVoice1  
  • Cosmos102
    Posted on October 8, 2011 at 12:15am

    I buy eggs at Aldi that have a Bible verse printed on the carton. I love reading that. I must warn unscrupulous marketers… Christians KNOW the work of God from the work of the devil. If you try to copy it without really believing in God just to market a product, you will fall harder and faster than anything you can imagine. Just saying…

    Report Post » Cosmos102  
  • chicago76
    Posted on October 8, 2011 at 12:07am

    Why not faith based market? Christians have money and buy things too. Get real. Is it any different than advertising stuff for Christmas. Why not have Christmas all year long.

    Report Post »  
  • elle1940
    Posted on October 8, 2011 at 12:03am

    how is a private business like money changers in the temple?

    Report Post »  
  • lel2007
    Posted on October 7, 2011 at 11:42pm

    Sort of like money changers in the temple, don’t ya think?

    Report Post » lel2007  
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