Faith-Based Marketing Draws Crowds
By George Anderson
It’s been said that faith can move mountains. It’s certainly been proven that it can draw crowds.
According to a report in USA Today, minor league baseball teams are drawing larger than normal crowds with “Faith Night” events. A recent event at the Class A Hagerstown
(Md.) Suns game drew a crowd of 3,785 fans. The team normally draws about 2,500 fans for the average game.
The marketing event included the “Bob and Larry” characters from the popular animated Christian VeggieTales franchise.
“Baseball, faith and Americana, it’s a perfect fit,” says C.J. Johnson, director of marketing for the Suns.
Bob Shank of Hagerstown brought his daughters to the “Faith Night” event. “The girls are here for Bob and Larry,” said Mr. Shank.
He was there because, “Anytime there is an opportunity to speak the Gospel, it’s a good thing.”
The Class AAA Nashville Sounds have incorporated a regular schedule of “Faith Night” promotions into the team’s schedule since 2002.
Last season, the team ran seven “Faith Nights” with three including the give-away of bobble-head dolls – Samson, Noah and Moses.
This season, other bobble-head giveaways have been added to the promotion including Queen Esther, John the Baptist and Daniel and the Lions.
While many believers are drawn to “Faith Nights,” others less religiously inclined are also taken into account when the events are planned.
Brent High, the vice president of the Nashville Sounds, said, “We make a concerted effort to protect that fan who doesn’t want to be involved. We want this to be fun. We don’t
want this to be an in-your-face event.”
Moderator’s Comment: With retailers running events such as singles-nights in stores, do you see an opportunity for these same businesses to sponsor promotions
such as “Faith Nights” to build consumer awareness, loyalty and, ultimately, sales? –
George Anderson – Moderator