December 20, 2006
Product Placement in the Pews
Secular companies want to market their products through your church. Will you let them?
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 people tend to share information with those they are close to," she says.
Pastors make "great connectors," adds Wharton marketing professor Christophe Van den Bulte, "because they reach a large audience once a week, and their words carry extra weight." But the real potential for word-of-mouth marketing, he notes, lies in megachurches' micro social networks.
In order to create the intimate feel of fellowship in the midst of massive congregations, megachurches channel members into small groups. The affiliation groups can be based on any commonality, such as church-going neighbors, widowers, teens with divorced parents, home-schooling mothers and everything in between. In a weekly prayer group, says Van den Bulte, "you have the reinforcement of a dense social network. It's one thing to have a pastor saying something on screen, but it's a real turbocharger if you have a small group discussing it as well."
There is no doubt that megachurches - defined as churches with weekly attendances of over 2,000 people - offer advertisers some huge enticements. They reach more than seven million people every Sunday morning, an aggregation of potential consumers that secular advertisers have ignored until recently, according to Scott Thumma, an expert on megachurches at the Hartford Seminary in Hartford, Conn.
Christian companies have long marketed through churches, but Thumma agrees that mainstream marketers are beginning to catch on. Every week now he fields calls from companies who want to buy access to his database of megachurches. (His list, though publicly available, is not for sale.) "For a long time, companies marketed to the ideal of American culture, which didn't have anything to do with Christianity or religion," he adds. But marketers paying more attention to cultural subgroups see that "conservative Christians represent a very large group, and if they want to appeal to them, they have to go directly to the source."
Outreach Media Group, a Christian marketing firm founded in 1996 to help churches reach potential members, receives "repeated requests from organizations wishing to get their message to pastors and churches," according to its website. While the firm was helping churches market to the unchurched, outside companies realized the process could be reverse engineered to reach pastors and church members. Though the majority of Outreach clients are companies selling faith-related products - like church insurance policies or donor management software - the list also includes Disney, DaimlerChrysler and other secular corporations.
Outreach's sermoncentral.com was the group that sponsored last year's sweepstakes offering $1,000 and a London trip to the lucky pastor who submitted proof of mentioning Disney's "Narnia" movie in a sermon. And as part of its promotion of New Line Cinema's 2006 church-targeted movie, "The Nativity Story," sermoncentral.com offers free sermons, PowerPoint presentations and outreach ideas based on the film. The website also allows pastors to sign up for free screenings of the film in 45 cities.
The Narnia sermon sweepstakes, first reported last December by the Philadelphia Inquirer, gave rise to the new term "sermo-mercial" - along with concerns expressed by blogging Christians that the pulpit was now open for product placement.
While the Narnia example struck many as crass commercialism, however, the concept of harnessing sermons for sales was not new. The engine driving the runaway sales of The Purpose-Driven Life was the "40 Days of Purpose" campaign, in which author Rick Warren signed up 1,200 churches to devote six sermons to the content of the book, while church members read a chapter every day for 40 days, says Stielstra, who was senior marketing director at Christian publisher Zondervan when it published the book.
"That simple process created an army of 400,000 customer evangelists whose word-of-mouth recommendations sold 18 million copies in 18 months without a national advertising campaign," Stielstra says. His 2005 book, Pyromarketing: The Four-Step Strategy to Ignite Customer Evangelists and Keep Them for Life, describes how non-religious companies can use similar sales campaigns.
Part 2 of "Product Placement in the Pews" will be posted soon for discussion. You may also read the entire article at the Knowledge@Wharton website.
Posted by UrL Scaramanga on December 20, 2006
Comments
May preachers share the Word of God and may the Church be the hands and feet of God. Whether someone talks about Narnia, SUVs, or IPODs is irrelevant, motivation, however, is not.
Posted by: adam lehman at December 20, 2006
John 2:15
So he made a whip out of cords, and drove all from the temple courts, both sheep and cattle; he scattered the coins of the money changers and overturned their tables. read your Bible
Posted by: bryonm at December 20, 2006
Well, at least the advertising experts see the power and value of small groups. If only all of our churches did.
Personally, I've seen this whole advertising thing coming for quite some time. It seems like every copy of Outreach magazine that I receive is a slick marketing piece for some product or movie. I don't think we should be surprised.
http://geoffbaggett.wordpress.com
Posted by: Geoff Baggett at December 20, 2006
There's nothing wrong with "mentioning" a product. What's wrong is if people feel pressured to buy something they don't need.
We mention products all the time: "I was having a Coke with a friend ..." The name of a publisher is in the pew Bible. The copyright information and CCLI license accompanies projected song lyrics.
It's even okay if a pastor offers a genuine testimony: "I read from a study Bible and the notes help me. And I'd encourage you to get one."
Products are part of life. But when people feel "sermo-mercialized" and pushed to buy something they don't see the need for, that's wrong!
Posted by: Chad at December 20, 2006
It's all in the product placement. :) It's just a matter of time before our pulpits are sponsored by "LifeWay Bookstores" or the worship time is sponsored by "Hosanna Integrity."
On a more serious note, I think we can circumvent the whole advertisement thing by actually having the church advertise in the secular world. As an example, why not have a drive time slot on a radio station sponsored by your church, or a community chorale presentation sponsored in part by your church etc.? This can be a great way of getting name recognition out in the highways and byways.
Posted by: jawbone at December 20, 2006
I believe that most pastors (myself included) being expreienced and trained in theology, pastoral care, preaching etc. are a bit naive as to the power of market forces in economics and the comlpexity of modern marketing.
It is the new god of our culture.
Market forces drive our lives and the people that can control them can control us.
The problem is as a Christian I want God to control my life. That's why I always treat every moment in which I'm marketed to as somewhat of a hostel event, an attempted take over of my normal process of being lead thorugh life by Godly wisdom and the Spirit's leading.
Christians will tell you that marketing is just about good communication and how Jesus did the same thing, but there is a difference. Marketing really and truly is about the control of one personal by another. The gospel is a call for you and I to give control back to God.
Posted by: Aaron McMillan at December 20, 2006
Look at all the flashing ads up and down the sides of this site. The sponsor is "Christianity Today". I guess that's what Christianity is today .
Posted by: Melody at December 20, 2006
I must confess that reading this article left me with a very uncomfortable feeling. Kinda, like reading the Screwtape letters but without the benefit of knowing that it's all supposition.
Posted by: Sheerahkahn at December 20, 2006
I see this as a good thing. People are realizing that religious things are profitable, so now they'll cater to our interests. They make money off it, but so they should, if they are rendering valueable service (such as creating a quality film with Christian themes like Narnia). It is only bad if we reward them monetarily for worthless things (such as T-shirts that say "Jesus is my homeboy.")
Posted by: J.J. at December 20, 2006
What if I sold the advertising and used the money to hire a youth pastor or an intern?
Posted by: leoskeo at December 20, 2006
This is something we need to see in order to fight it. It seems innocuous to have a contest about putting a Narnia reference in your sermon, but then you are making a sermon that is potentially massaging the message of God's word into something it is not.
We need to recognize that marketers are driven by greed and that is the bottom line. Let us not be naive and say that these people will match us now. They will NEVER do that. The way marketing works is to alter your perceptions so that you think the way they do. This is why marketing must be fought against in the church. The church is to present God's message, to change the worldview of people to become more like Jesus. Not to tell you how a car can be considered sexy.
Marketing to and in the church is a dangerous thing and we often accept it blindly. We must be very careful what we do.
Posted by: Rick Shott at December 20, 2006
It sickens me to see that God has become just another marketable commodity. Christian publishing keeps reinventing His Word to appeal to anybody with a credit card and a special interest. The most recent Christian book catalog has 60 pages devoted to versions, translations, paraphrases. They
come in a rainbow of bindings, some with red letters or in one-minute sound bites. The message has been slanted to women, teens, men, charismatics, Catholics, Baptists, Calvinists, toddlers, intellectuals, recovering addicts of all shades, and has been dumbed down by pages of man's (and woman's) commentary that make the enlightening work of the Holy Spirit obsolete. In many ways, our understanding of Scripture itself has been co-opted by publishers and talking heads.
Aaron McMillan was right when he said that marketing is the new god of our culture. In the case of "Christian" marketing, that god is shaping our theology in ways we don't even realize.
As a new believer, 35 years ago, I spent hours getting to know my Lord through His Word. I am so thankful that I did not have the "resources" available today. Instead of someone else's pre-digested conclusions, I was forced to go back to God's Word myself to find out what He meant in the hard passages.
God is not in the sidebars.
Posted by: Kat at December 20, 2006
Here’s a serious idea: Perhaps people could find our churches to be a place where they can be safe from the overwhelming forces of advertising and marketing. Maybe that should be part of being a people set apart: a culture of sanctuary. This may be one of the principle ways we can reach today's culture--truly more relevant than inserting pop culture product references into our sermons for a chance to win a trip to Cancun.
I think we all agree that the World rapes people's minds everyday. Can't the Church be a place where people can find peace, love and healing instead of more of the same? While this article is frightening, it flipped on a light switch for me: The need is great. The Church has a huge opportunity here--but will we have the courage to stand against the onslaught that is already underway. Standing against the things described in this article is a start. Transforming our congregations into counter-cultural communities that love and care like Jesus did is even better.
Pastoral Ethics doesn't get any more critical that this, folks. Does anyone see the conflict of interest here? God and mammon? I work in advertising and marketing--I do think they play a role in the marketplace, but do they belong in our sacred times of worship together? Is that what we've come to? Perhaps having the word "TOOL" figuratively inscribed on our foreheads is what John meant in Revelation when he talked about that mark....
I've got that sick feeling again. Maybe if I get my church small group to go to see The Nativity together it will pass. I'll put a notice in the bulletin. Maybe my pastor can show the movie trailer on the big screen in the sanctuary in between segments on Xmas Eve Sunday.
/sarcasm
Thanks, Out of Ur, for raising these important issues.
Posted by: Todd Wold at December 21, 2006
As we enter the season of college football bowl games, the marketing trend is obvious there. Instead of the Peach Bowl, it is now the Chick-fil-A Bowl (Go Dogs!). Other bowls now have companies and their products as names. So is this the future of Church, Inc.? Instead of First Baptist Church, First Coca-Cola Church of Anytown or Disney Presbyterian of Anytown? What a great fundraiser idea (and I know Church, Inc. loves fundraisers)! Let the highest bidder put their name on the Church, Inc. sign!
So much for the Church being salt and light. The church instead has become customers and consumers. That's how the world views the church now. Oh, wait a minute, that's how Church, Inc. sees and treats people too!
Posted by: davidfoil at December 21, 2006
> What if I sold the advertising and used the money to hire a youth pastor or an intern?
Once our ministerial salaries are sustained by advertisements, how do ministers then preach about values that happen to contradict the advertised products?
Posted by: HL at December 22, 2006
In the last year and a half I have come to realize that there are more true Christians in a rat-hole building with a light bulb hanging from the ceiling, located next to the strip clubs and bars, than in our self-serving tax-deductible palaces of entertainment, comfort and excess. May God drive out the moneychangers and bring holiness to his bride, the church.
Posted by: TSA-Ed at December 22, 2006
In the Old Testament, the inscription was "Holy to the Lord".
Now we dare change it to "Holy to the Ford".
This sickens me. But then nothing much surprises me anymore. Turn your "worship" service into a den of thieves, but I renounce it.
Posted by: Tim Brown at December 22, 2006
Well,
This pretty much epitomizes us here in southern Corinthia, oops!, I mean California.
Posted by: Earnie at December 22, 2006
> What if I sold the advertising and used the money to hire a youth pastor or an intern? - I always thought that everybody must be called to ministry, brother, not "hired". Or is it a little old-fashioned approach to the life in Christ' service? At least, that's what I fortunately can see in the real world outside of the United States. It's time to look beyond the impressive deception of marching "purpose-drivennness", men of God.
Posted by: Viktor F. V. at December 23, 2006
Viktor and HL,
Since I asked the question I’d love to respond to your answers. First HL. No one is saying lets advertise with Coors Beer. There are companies that do great business that would not contradict our values. If the potential is contradiction, don’t advertise. For example, how about a filter service for computers? This would be helpful and comes straight from our values of purity and wholeness. It is not Either/Or all of the time.
Viktor, your thoughts about call and being hired are great, but many people who are called are also hired. If I had a “called” youth pastor and I wanted to free him up to work full time instead of working another full time job and doing ministry too. It is a good thing to “Hire” people who are “Called” and I do not for a second suggest that we hire people because we raised enough money to hire them.
You state: “At least, that's what I fortunately can see in the real world outside of the United States.” I hope you are not suggesting that outside of the US the world is more real than inside the US. That is insulting and degrading. Does cancer, violence, death hurt less here? Our opportunities do not lessen the reality of our faith or life. I have traveled to many parts of the world preaching the gospel and faith is no more real, pain is no more real, God’s love for those people is not greater or less.
Posted by: leoskeo at December 23, 2006
Sorry, but I go to church for spiritual guidance and fellowship. If I want a product I research it and purchase it.
It has become "the norm" in some African American churches to "sponsor" products. The congregation is then expected to partake of the offerings! I have been in one and I left it. One local large church had a Chrysler weekend - cars on the parking lot and salesmen with cards.
When the church I now attend begins to "advertise", I'll again vote with my feet.
And you're right about the book thing - Maker's Diet, 40 days to this or that. Churches have made some authors what they are. If the book will help an individual that's fine, but don't make it a requirement for study if it is not relevant.
Posted by: Ann at January 5, 2007
While I plan to read this post soon, I couldn't help but comment now on the irony:
Post Title: Product Placement in the Pews
Tag: Secular companies want to sell their product at your church
Giant ad on article page: Will Smith in The Pursuit of Happyness
Posted by: John at January 7, 2007
I am absolutely flabbergasted by this article and the comments! I thought this was satire, a joke -- but apparently, and sadly, it is not.
I am not an evangelical; I am not a Protestant nor am I a Roman Catholic. I often peruse various Christian websites and blogs to get a broader view of what other Christians are doing and thinking.
Does anyone out there in the Christian corner of Blog-land remember the story in Matthew about the "cleansing of the temple?" Does that sound familiar?
If you or your pastors are marketing something during your worship other than our Lord and Savior Jesus Christ, what kind of "church" is it?
Posted by: Basil at January 7, 2007