Spiritugraphics: The Influence of Faith on Consumption and Why It Matters to Your Brand

by Brad Benbow, Phil Daniels

Overview

In Spiritugraphics, authors Brad Benbow and Phil Daniels explore, through research and case studies on some of the top brands and companies, the question of whether or not faith influences consumption and to what extent it influences our day-to-day purchasing decisions with the goal of helping companies reach this deeply connected segment of the marketplace.

Marketers and brand managers have long operated under the framework of demographics, psychographics, and sociographics. Authors Brad Benbow and Phil Daniels now present a new, illuminating set of data for businesses and brands to consider: spiritugraphics.

Does a person’s faith affect what they buy and don’t buy? Where they make their purchases? Are consumers shopping differently today versus three to five years ago? These and other key questions were posed in a national behavioral study executed by America’s Research Group.

The findings from this research resulted in Spiritugraphics—a book that unlocks ten key data points your brand should pay close attention to in order to reach the 38 million faith-centric households in the U.S. that make up this deeply connected, highly engaged consumer segment.

In Benbow and Daniels’ groundbreaking work, you’ll discover a refreshing and actionable marketing framework that captures keen insights like:

• How much does “Made in America” affect shoppers of faith?
  
  In spite of current culture change, political correctness, and consequences of expressing diverse thought, 42.4% of female Christians in the US say that “American-made” is very important.

• Does “holiday” vs. “Christmas” really matter to people of faith?
  
  According to research, 60% stated that any retailer promoting “Christmas” rather than “Holiday” (or other references) had a significant advantage with them compared to their competitors.

With 60+ years of combined experience, Benbow and Daniels have already harnessed the power of spiritugraphics to start businesses, build national brand strategies, and advise some of the fastest-growing companies in the U.S. Now they’re helping other businesses engage their consumers in a truly meaningful way.

Whether you’re an agency executive, business owner, or you’re simply interested in consumer behavior, Spiritugraphics will awaken you to a significant and untapped customer segment hidden in plain sight.

Product Details

ISBN-13:	9781637630914
Publisher:	Forefront Books
Publication date:	08/16/2022
Pages:	256
Product dimensions:	5.38(w) x 8.38(h) x 1.10(d)

About the Author

Brad Benbow is the Chairman & CEO of Prolific. A nationally recognized growth strategist, Benbow regularly advises some of the fastest-growing organizations in the US, holding more than forty years of experience in revenue, media, and marketing. Benbow also co-founded Prolific portfolio companies, JDA Worldwide and Conquer. A Wabash College graduate with a degree in Economics, Brad started his career with Ackerman & McQueen in Dallas and went on to co-found Rutter Communications Network, the leading cable advertising rep firm in the US, before selling the firm to Comcast in 2005. Brad serves on the boards of Answers in Genesis, Biglife, and Invesque and is one of the original Centurions from Chuck Colson’s Center for Christian Worldview. He and his wife, Julie, have three grown sons and daughters-in-law, seven grandchildren, and are lifelong St. Louis Cardinals fans. Despite having traveled the world, his favorite place will always be by the lake in Traverse City, Michigan.

Phil Daniels’ gift is his ability to help impact-oriented leaders achieve meaningful goals in their businesses and communities without losing sight of their core identities. He's seen significant success with his career agency work and brand consultancy work, with which he produced remarkable results for Salesforce, McLaren Automotive, and Chase Bank. He took what he learned as an advisor and tested it as a cofounder of Springbuk, a health intelligence platform used by nearly 6,000 employers, earning “Top Company Culture,” “Best Place to Work,” and “Culture of the Year” honors as the company flourished. Today, Phil mingles his executive and technical expertise as President of JDA Worldwide, where he focuses on growth and strategic initiatives for global brands on a mission. What sets Phil apart, and keeps him sharp, is an abiding passion for his family, the various boards on which he serves, and the pursuit of sommelier mastery, all of which keep him attuned to appreciating what is good and impactful in every moment.

Table of Contents

Part 1 What Is a Spiritugraphic?

Chapter 1 The Missing Data: Spiritugraphics 13

Chapter 2 Forerunners and Benefactors 25

Chapter 3 Americans and Faith 47

Chapter 4 America's Research Group National Behavioral Study 61

Chapter 5 Engaging a Large, Overlooked Market 79

Part 2 Ten Spiritugraphics

Chapter 6 Spiritugraphic #1: Relationship and Reputation 95

Chapter 7 Spiritugraphic #2: Saying "Christmas" 105

Chapter 8 Spiritugraphic #3: Empty Nesters 113

Chapter 9 Spiritugraphic #4: Made in America 121

Chapter 10 Spiritugraphic #5: Small-Town Ideals 125

Chapter 11 Spiritugraphic #6: Lent 131

Chapter 12 Spiritugraphic #7: Not-So-New Media 137

Chapter 13 Spiritugraphic #8: Old-School Values 145

Chapter 14 Spiritugraphic #9: Daughters are Different 153

Chapter 15 Spiritugraphic #10: Not Yet Woke 163

Part 3 Activating Spiritugraphics for Your Brand

Chapter 16 Implementing This New Framework 175

Chapter 17 Now What, So What? A Primer on Activating Spiritugraphics 179

Chapter 18 Selling the Framework (Internally) 181

Chapter 19 Creative Application for Your Brand 191

Chapter 20 There Is So Much More To Explore Together 197

Appendix 1 Executive Summary of National Research Study 201

Appendix 2 Telephone Questionnaire 217

Notes 247

Acknowledgments 253

About the Authors 255

Editorial Reviews

While demographics and psychographics are essential fare for most advertisers, no one brings greater experience to Spiritugraphics than Brad Benbow and Phil Daniels. Now they have graciously shared their expertise in a ‘must-read’ book for anyone desiring business growth driven by deeper, authentic connections between their brand and consumers. In Spiritugraphics, research and agency executives, business owners, ministry leaders, brand managers, and readers will find relevant consumer intelligence backed by refreshingly actionable research that reveals a large, untapped consumer segment hidden in plain sight.

Nathan Estruth

Spiritugraphics is driven by deep consumer research and ‘in the trenches’ experience with leading brands. It’s an actionable framework for marketers who want to capture consumer hearts and minds across a large US market that’s waiting to hear from them. I’ve spent 20+ years leading marketing teams and can tell you with certainty that there has never been a more critical time to cut through the clutter and drive more relevance and more impactful marketing. This is the book that needed to be written.

Tim Kopp

Today’s brands depend on emerging data and insights. The Spiritugraphics study offers marketers more than research—it provides a playbook and perspective for reaching a large addressable market. This book is a staple for any leader looking to drive long-term value and loyalty for their brands.

Jim Motos

Knowing your customer is a fundamental truth for building a brand that lasts. Consumers have long been viewed through a demographic lens, but we know there’s more to today’s market. Spiritugraphicsis the framework for any brand looking to engage their consumer in a meaningful way.

David Green