A reoccurring issue on Out of Ur has been the effort of secular corporations to market to and through the church. But Leadership hasn't been the only one to notice the trend. The Wharton School of Business recently published an article outlining why companies are adding churches to their marketing strategies. Wharton's online journal, Knowledge@Wharton, was kind enough to allow us to repost the article for church leaders to discuss.
Church pastors last year had a chance to win a free trip to London and $1,000 cash - if they mentioned Disney's film "The Chronicles of Narnia" in their sermons. Chrysler, hoping to target affluent African Americans with its new luxury SUV, is currently sponsoring a Patti LaBelle gospel music tour through African-American megachurches nationwide.
Advertising has begun to seep into churches, and the phenomenon shows no signs of slowing down, say academic, religious and marketing experts. Among the wave of early adopters: the Republican Party, which successfully sold its platform to church-goers in the 2000 and 2004 elections; Hollywood, which discovered the economic power of faith when Mel Gibson's church-marketed film "The Passion of the Christ" became a blockbuster; and publishing, with Rick Warren's best-selling The Purpose-Driven Life, heavily marketed by a Christian publishing house.
Megachurches offer a particularly tantalizing opportunity for those intent on network or "word-of-mouth" marketing, a strategy that capitalizes on social relationships to spread product information and influence purchasing, according to Wharton marketing professor Patti Williams. "Megachurch members are drawn together by a strong common bond. Networks that exist naturally facilitate word-of-mouth marketing, because ...