The Forgotten Target Audience
Living in Israel means encountering religion every day. This might include people whispering from a book on the bus, oblivious to the hazardous driving methods and unnecessary honking. Some businesses may close for 15 minutes or so every few hours for the shop owners to pray , then continue on with the day. But even though over 50% of the population identifies with some religion or another, this group is rarely taken into consideration when it comes to intentional marketing. But where to start? There are so many aspects of religion that seem to go against the very concept of marketing that even thinking of embarking on such a project is incredibly daunting. This need not be the case. Consider these guidelines when marketing to religious people and see your viewership skyrocket!
Pictures are the first thing your potential customer sees, but in order to raise in interest in a religious person, they should be in line with the basic values of faith. The idea of modesty is essential here. For example, advertising a quick drying bathing suit should not include a picture of a scantily clad woman just out of the ocean. The aesthetic value of a picture is similarly essential here. Our first reflex as marketers is to post a provocative and at times vulgar picture to draw the viewer’s attention. This may not go over so well with someone who has been taught to see the world in a more spiritual and positive light.
The idea of morality is key throughout religion, though it may mean different things to different people. Keep it honest! Advertising a dodgy or evasive product will instantly reduce viewership. In general, it’s best to cover your bases: remember your product. Some products should simply not be marketed towards a religious audience, such as a new craft whiskey, a high stakes online casino or a speed dating app. However, there some products that can be marketed directly to religious people, such as vegan baked goods to facilitate the observation of kosher law.
Most religious people want to make the world a better place. Market your brand as a positive influence and you will have a much better chance at drawing their attention. For instance, you can market your web security startup through the lens of protecting people instead of data.
Don’t preach a gospel
Keep in mind that you absolutely do not want to start promoting religion through your product, unless it is directly relevant. Meaning, if you are advertising Christmas ornaments, you also can promote the sanctity of baby Jesus’ birth, since they are connected. But for non-holiday or non-religious products, you should remember that the idea is to make your content more inclusive towards faith, rather than basing your message upon it.