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.
Author Biography:
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.
