Wednesday, July 20, 2005

Marketing "Flesh" at Church

Easter Day about four years ago, I attended a church (whose name escapes me) that was extremely successful in attracting high school age men and women. It seemed that the majority of attendees were high school age and, judging by the smiles on their faces, they seemed happy to be there.

I observed my surroundings to learn just what had attracted all of these young people, and I concluded that the key to the church's success was the "hiring" of young male ushers. I concluded that young male ushers attracted the young women to the church, and that the young women who attended in turn attracted young males to the church.

Many marketers assume that the way to attract customers is to hire scantily-clad women to promote the company. My church "study" was by no means scientific, but it struck me that marketers tend to make sexist assumptions when using "flesh" to sell products. This church, instead of "hiring" attractive females, had "hired" males to attract the women. The result was a congregation popular among males and females alike.

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