spirit guides: a segmentation of the black church
Post on 17-Jan-2015
277 Views
Preview:
DESCRIPTION
TRANSCRIPT
Spirit GuidesSpirit Guides
A Segmentation of the Black Church
A Segmentation of the Black Church
F O O T S T E P S
Religion and African America
Religion and African America
Survey after survey notes the high level of religiosity expressed by African Americans
Because the Black Church has been and remains such an important influence on AA life, various brands, services and causes have tried to market to African Americans through the Black Church
Survey after survey notes the high level of religiosity expressed by African Americans
Because the Black Church has been and remains such an important influence on AA life, various brands, services and causes have tried to market to African Americans through the Black Church
F O O T S T E P S
But there is no single Black Church
But there is no single Black Church
Just as with African Americans in general there are a number of aspects to what is referred to as the Black ChurchEach has its own emphasis and orientation
Just as with African Americans in general there are a number of aspects to what is referred to as the Black ChurchEach has its own emphasis and orientation
F O O T S T E P S
Marketing to the Black Church
Marketing to the Black Church
Rather than brands, services and causes treating the Black Church as monolithic, more appropriately these marketers should match their message with those most likely to receive it • Using this approach, it may be fruitful to think of the Black Church as a type of medium and to distinguish among its various channels
• But first let’s explore some African American religious demographics
Rather than brands, services and causes treating the Black Church as monolithic, more appropriately these marketers should match their message with those most likely to receive it • Using this approach, it may be fruitful to think of the Black Church as a type of medium and to distinguish among its various channels
• But first let’s explore some African American religious demographics
F O O T S T E P S
AA Religious ContextAA Religious Context
F O O T S T E P S
Religious Composition:AA compared to total USReligious Composition:AA compared to total US
US Total Pop %• Evangelical Protestant: 26%
• Catholic: 24%• Mainline Protestant: 18%
• Historically Black Protestant:
7%• Unaffiliated 16%
US Total Pop %• Evangelical Protestant: 26%
• Catholic: 24%• Mainline Protestant: 18%
• Historically Black Protestant:
7%• Unaffiliated 16%
African American Index
• Evangelical Protestant: 58
• Catholic: 21• Mainline
Protestant: 22
• Historically Black Protestant:
842• Unaffiliated
75
African American Index
• Evangelical Protestant: 58
• Catholic: 21• Mainline
Protestant: 22
• Historically Black Protestant:
842• Unaffiliated
75
F O O T S T E P S
% Breakdown for Historically Black Churches
% Breakdown for Historically Black Churches
Historically Black Churches59%
Baptist 40%Methodist 5%Pentecostal 6%Other 8%
Historically Black Churches59%
Baptist 40%Methodist 5%Pentecostal 6%Other 8%
F O O T S T E P S
AA Data SkewsAA Data Skews
AA men are more like to be unaffiliated church members compared to AA women (16% vs. 9%)
Younger AA’s are more likely than older AA’s to be unaffiliated (19% vs. 7%)
AA college grads (compared to total AA’s) are more likely to be members of mainline Protestant churches (9% vs. 4%)
More Southern AA’s are members of historically black churches (64%) and more Western AA’s tend to be Catholic (11%)
AA men are more like to be unaffiliated church members compared to AA women (16% vs. 9%)
Younger AA’s are more likely than older AA’s to be unaffiliated (19% vs. 7%)
AA college grads (compared to total AA’s) are more likely to be members of mainline Protestant churches (9% vs. 4%)
More Southern AA’s are members of historically black churches (64%) and more Western AA’s tend to be Catholic (11%)
F O O T S T E P S
Historical Perspective:The Form of AA worshipHistorical Perspective:The Form of AA worship
1800’s/early 1900’s: AA’s went to black Baptist churches in the South and mainline Protestant and Baptist churches in the North
The Great Migration--1920’s/1960’s: AA’s created Storefront churches in the Northeast/Midwest which were often non-denomination/Pentecostal
The Return to the South--1970’s to now: The birth of African American neo-Pentecostalism -- the decline of mainstream church attendance and the rise of the mega church
1800’s/early 1900’s: AA’s went to black Baptist churches in the South and mainline Protestant and Baptist churches in the North
The Great Migration--1920’s/1960’s: AA’s created Storefront churches in the Northeast/Midwest which were often non-denomination/Pentecostal
The Return to the South--1970’s to now: The birth of African American neo-Pentecostalism -- the decline of mainstream church attendance and the rise of the mega church
F O O T S T E P S
Segmenting the Black Church
Segmenting the Black Church
While African Americans are members of every religious denomination in this country, what may be more distinguishing than denomination for the purposes of developing marketing targets is the form of how they worship
While African Americans are members of every religious denomination in this country, what may be more distinguishing than denomination for the purposes of developing marketing targets is the form of how they worship
F O O T S T E P S
Spirit Guides: Mega Churches Traditional
Black Churches Storefront
Churches
Spirit Guides: Mega Churches Traditional
Black Churches Storefront
Churches
F O O T S T E P S
Traditional Black Churches: Saving the Race
Traditional Black Churches: Saving the Race
F O O T S T E P S
Traditional Black Churches
Traditional Black Churches
Traditional black churches have long been associated with a theology of upliftFrom the beginning, during Abolitionist times and through the Civil Rights era, this church has had a social activist missionThis church has preached a gospel of group progress through the spirit
Traditional black churches have long been associated with a theology of upliftFrom the beginning, during Abolitionist times and through the Civil Rights era, this church has had a social activist missionThis church has preached a gospel of group progress through the spirit
F O O T S T E P S
Storefront Churches: Nurturing Connections
Storefront Churches: Nurturing Connections
F O O T S T E P S
Storefront ChurchesStorefront Churches
These churches are an urban North phenomenaThey were started by Southern migrants who were looking for a more homey and familial kind of worship, much like what they had back homeThis church tended to be more interested in feeling and expressing the spirit and nurturing shared communal and familial ties rather than in uplifting the race
These churches are an urban North phenomenaThey were started by Southern migrants who were looking for a more homey and familial kind of worship, much like what they had back homeThis church tended to be more interested in feeling and expressing the spirit and nurturing shared communal and familial ties rather than in uplifting the race
F O O T S T E P S
Mega Churches: Personal UpliftMega Churches: Personal Uplift
F O O T S T E P S
Mega ChurchesMega Churches
In part, as a reaction to the 1960’s/ 1970’s emphasis on a social activist agenda, African American neo-Pentecostalism struck a chord among some who felt that their individual spiritual development needed more nurturingWhile Mega Churches are said to be those with over 2,000 parishioners, a growing number of smaller churches are following in their spiritual pathSome disciples of Mega Church ministersSome currently growing into Mega Church status
In part, as a reaction to the 1960’s/ 1970’s emphasis on a social activist agenda, African American neo-Pentecostalism struck a chord among some who felt that their individual spiritual development needed more nurturingWhile Mega Churches are said to be those with over 2,000 parishioners, a growing number of smaller churches are following in their spiritual pathSome disciples of Mega Church ministersSome currently growing into Mega Church status
F O O T S T E P S
Neo-PentecostalismNeo-Pentecostalism
A mix of spirit-filled worship and a philosophy of black empowerment through personal efforts
In the past two decades, over 1/3 of mainline black churches (Baptist and Methodist) have embraced neo-Pentecostalism and nearly all AA mega churches have as well
A mix of spirit-filled worship and a philosophy of black empowerment through personal efforts
In the past two decades, over 1/3 of mainline black churches (Baptist and Methodist) have embraced neo-Pentecostalism and nearly all AA mega churches have as well
F O O T S T E P S
A difference in emphasis
A difference in emphasis
Social Activist Minister wants to…Transform the system to help raise up the race
Their churches tend to be more liberal
Neo-Pentecostalism Minister wants to…Transform the person so that they might rise up
Their churches tend to lean conservatively
Store-front Minister wants to…Nurture their families so that they survive in a hostile environmentTheir churches tend to be more apolitical
Social Activist Minister wants to…Transform the system to help raise up the race
Their churches tend to be more liberal
Neo-Pentecostalism Minister wants to…Transform the person so that they might rise up
Their churches tend to lean conservatively
Store-front Minister wants to…Nurture their families so that they survive in a hostile environmentTheir churches tend to be more apolitical
F O O T S T E P S
Summary PerspectiveSummary Perspective
This three-part church segmentation provides a classic African American profile that frames the double consciousness reality of African Americans worshipers and their church The Mindsets are real and a true descriptions of the psychology of African Americans
But for marketing purposes the Church form needs to be dimensionalized and placed in context so that their relevancy to brands, services, and causes can be unearthed
This three-part church segmentation provides a classic African American profile that frames the double consciousness reality of African Americans worshipers and their church The Mindsets are real and a true descriptions of the psychology of African Americans
But for marketing purposes the Church form needs to be dimensionalized and placed in context so that their relevancy to brands, services, and causes can be unearthed
F O O T S T E P S
What is…What is…
Double ConsciousnessW.E.B. DuBois: African American Sociologist/Philosopher (co-founder of the NAACP)African Americans understand that we are seen as group members in America but amongst ourselves we are judged as individuals
This creates identity issues to be reconciled
Double ConsciousnessW.E.B. DuBois: African American Sociologist/Philosopher (co-founder of the NAACP)African Americans understand that we are seen as group members in America but amongst ourselves we are judged as individuals
This creates identity issues to be reconciled
F O O T S T E P S
Reconciling the conflict
Reconciling the conflict
Double consciousness may seem to be a duality but in real life the range of responses (or better said: reconciliations) often plays itself out in a 3-part perspective
much like Hegel’s thesis, antithesis, synthesis
Here we refer to the segmentation of the Black Church as the Trinity Consciousness
Double consciousness may seem to be a duality but in real life the range of responses (or better said: reconciliations) often plays itself out in a 3-part perspective
much like Hegel’s thesis, antithesis, synthesis
Here we refer to the segmentation of the Black Church as the Trinity Consciousness
F O O T S T E P S
The Trinity ConsciousnessThe Trinity
Consciousness
F O O T S T E P S
Storefront Churches Storefront Churches
Be around those who will identify with your common plight and provide a like-minded support group for your survival, growth, and development Live insularly within the black
community
Be around those who will identify with your common plight and provide a like-minded support group for your survival, growth, and development Live insularly within the black
community
F O O T S T E P S
Traditional Black Churches Traditional Black Churches
Prove oneself in terms of life-long opportunities by providing a support group by which to allow you to extend your talents and dreams Achievers who engage with the
general market and accept the struggle with its frustrations and rewards
Prove oneself in terms of life-long opportunities by providing a support group by which to allow you to extend your talents and dreams Achievers who engage with the
general market and accept the struggle with its frustrations and rewards
F O O T S T E P S
Mega Churches Mega Churches
Turn to one’s community for one’s emotional relevancy while embracing the search outward for new opportunities in the general market’s community to explore talents Individually-oriented and community-
focused, directly connected to the ways of the bible, blend of emotional and mental pathways
Turn to one’s community for one’s emotional relevancy while embracing the search outward for new opportunities in the general market’s community to explore talents Individually-oriented and community-
focused, directly connected to the ways of the bible, blend of emotional and mental pathways
F O O T S T E P S
Church Resolution of DC
Storefront Focusing inward
Traditional Extending out
Mega Living in and out
Church Resolution of DC
Storefront Focusing inward
Traditional Extending out
Mega Living in and out
F O O T S T E P S
Marketing to the Trinity Consciousness
Marketing to the Trinity Consciousness
F O O T S T E P S
Traditional Black Churches: Badge Products
Traditional Black Churches: Badge Products
F O O T S T E P S
Badge ProductsBadge Products
Those drawn to Traditional Black Churches are likely to be drawn towards products and services that affirm who they are and their place in society
Those drawn to Traditional Black Churches are likely to be drawn towards products and services that affirm who they are and their place in society
F O O T S T E P S
Storefront Churches: Staple Products
Storefront Churches: Staple Products
F O O T S T E P S
Staple ProductsStaple Products
Patrons of Storefront Churches are likely to be attractive to products and services that are home-oriented: anything that has to do with nurturing the family and taking care of their basic needs
Patrons of Storefront Churches are likely to be attractive to products and services that are home-oriented: anything that has to do with nurturing the family and taking care of their basic needs
F O O T S T E P S
Mega Churches: Products for the Spirit
Mega Churches: Products for the Spirit
F O O T S T E P S
Products for the Spirit
Products for the Spirit
Those who attend a Mega Church are ripe candidates for products/services that make their spirit feel better and provide them with a sense of uplift and personal elevation
Those who attend a Mega Church are ripe candidates for products/services that make their spirit feel better and provide them with a sense of uplift and personal elevation
F O O T S T E P S
Spirit GuidesSpirit Guides
Church Resolution of DC Categories TC
Storefront Focusing inward StapleAffiliation
Traditional Extending out BadgeAffirmation
Mega Living in and out SpiritElevation
Church Resolution of DC Categories TC
Storefront Focusing inward StapleAffiliation
Traditional Extending out BadgeAffirmation
Mega Living in and out SpiritElevation
F O O T S T E P S
Products and Approaches
Products and Approaches
By applying the Trinity Consciousness the same product/service can be approached appropriately amongst all by tailoring the message to a church’s unique atmosphericsTraditional Black Churches: Affirmation
Storefront Churches: AffiliationMega Churches: Elevation
By applying the Trinity Consciousness the same product/service can be approached appropriately amongst all by tailoring the message to a church’s unique atmosphericsTraditional Black Churches: Affirmation
Storefront Churches: AffiliationMega Churches: Elevation
top related