The Marketing of Mormons

My name is Andrew, and I am not a Mormon.

I am, however, an appreciator of quality marketing, and the goods being put forth by the Church of Jesus Christ of Latter-day Saints are second to none. You must’ve seen some of these ads from Mormon.org before. If you watched it with a group, someone said something. If you were alone, you tuned in. At the very least, these ads are drawing attention, and since getting one to convert to a new religion is a tough sell, I’m sure the Mormons are satisfied with the buzz.

Timing is everything, and those crafty Mormons keep catching me when I least expect them. I’ve heard their radio spots after a Lil’ Wayne song on the local hip-hop station. I’ve seen their commercials during the seventh inning of a Minnesota Twins game. The Mormons have shown ninja-like abilities to catch people off guard. They same can’t be said for their previous marketing campaign.

Timing is also curious when you consider Proposition 8 and the recent decision by a federal judge to allow continuation of same-sex marriages in California starting Wednesday. The Mormons played an integral role in passing Proposition 8 in 2008, and their efforts were the focus of a recent documentary called 8: The Mormon Proposition:

Ouch.

I have no doubt the Mormons employ a group of advisors whose sole purpose — no pun intended — is to improve the public image of Mormons. If that’s the case, they’re doing one hell of a job. (Still no intention.) This campaign, at the very least, normalizes a religion long seen as something on the fringe, extreme, different. Sure, they may have stolen from Microsoft’s commercials (“I’m ____ and I’m a PC”), but these spots have drawn attention and stirred dialogue.

What more can you ask for?

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One thought on “The Marketing of Mormons

  1. Their ads are not influncing any one that thinks for themselves. The lds church is pouring money into cal to stop gay marriage so I am boycotting anything they own. Our pocket books are the only thing we have to fight with anymore. The same goes for Target and Best Buy, and damn I used to spend a hell of a lot of money at Best Buy. Gonna miss the bargins but some things are more important that a few dollars off…

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