So while I was in La La Land, I saw this:
Yes, that’s right, a dating site for Christians.
A place where you can meet someone who gets off on reading passages from the bible … where every glass of red wine reminds them of the blood of Christ and where at the end of every date, you are guaranteed to get nothing more than a firm handshake.
OK, I’m being a prejudiced twat … especially as there’s 5 million of the buggers on this site alone … but I find the religious market fascinating, if only for the fact they are consistently ignored by so many agencies and corporations.
Alright, I understand that in many cases, these are everyday people who consume the same brands and products as the rest of us, however as Guitar Praise showed us, there are many opportunities to develop brand extensions that specifically appeal to this ‘mass niche’ group.
Sure there’s the chance that directly appealing to a religious group may put off others – however if the product/brand has been customised to appeal specifically to that group, I don’t think it would alienate the other customers, especially because they’ll probably not even see it, let alone know about it.
So next time you have a campaign to do for a client – think about what you can do to make specific groups of people be particulary attracted to your brand rather than simply chasing the masses … trust me, it’ll not just make your job more exciting and interesting, it’ll make case-study magic.