GUELPH, Canada, June 6, 2002 — The trade association that represents those who produce and distribute Christian materials in this country, is about to embark on its first public awareness campaign. The Christian Booksellers Association (CBA) wants to see Christian resources impacting the lives of more Canadians.
The Canadian chapter of CBA International represents 225 retail business members and 51 supplier members nationwide. According to the association's Executive Director, Marlene Coghlin, a recent U.S. study with data transferable to Canada, indicated the industry is currently only reaching from 20 - 23% of their potential market.
Vast majority of Christians don't use Christian bookstores
"Five in nine frequent church attendees could not name a Christian bookstore," said Coghlin in a phone interview. "Of those, approximately 38% didn't even know of a Christian bookstore. But nearly 60% said they would shop at a Christian bookstore if they knew where one was. We see that as a clear challenge and an opportunity."
What Goes Into the Mind Comes Out in a Life
The opportunity is being addressed with a slick, three-phase image campaign, which originated in the U.S., and is being rolled out worldwide. The campaign slogan, What Goes Into the Mind Comes Out in a Life, highlights the unique nature of the Christian bookstore product line. It's a slogan that is biblically based according to the CBA; the Bible encourages readers to think about what they're thinking to protect them from evil, and to keep focused on God. The slogan also promotes the value of Christian books, music, videos, Bibles and more as tools to feed the mind with the fuel of God's Word and will.
Christian bookstores -- 'foundational support' in the Great Commission
It's a product line, asserts Coghlin, that makes the Christian bookstore a complement to the church.
"We believe these products represent some of the most effective tools for communicating God's message throughout the world. The Christian bookstore is really a complement to the church -- it's a resource that can be a foundational support to the church in carrying out the great commission. Our goal is to reach into the church to try to develop that healthy mentality of partnership."
The campaign will provide incentives for customers to visit their local stores. It will also help to ensure potential customers know how to find CBA member stores in their area.
Convincing the unconvinced
According to Coghlin, the first phase of the campaign involves selling the program to the industry, in order to help raise more of a unified voice (among CBA members) coast to coast. Phase two, scheduled to begin this summer, will see the CBA taking the message of the campaign to the church. The final phase entails reaching out to what Coghlin calls "the unconvinced" - those Christians who don't buy Christian products - as well as the unconverted.
What Goes Into the Mind Comes Out in a Life, is more than a slogan; it's also a provocative concept. And it's a concept that Marlene Coghlin and the CBA intend to get Canadian Christians thinking about, from coast-to-coast.
"Ultimately, we as Christians have to take responsibility for our own walk of faith," Coghlin said. "We have that opportunity through Christ. He's made that available by the power of the Holy Spirit. People need to realize there's a plethora of resources for us to impact (ourselves and) our families. We have never lived in an age where we have so many tools to get the gospel into our homes and those of our neighbours.
"As created beings, let's realize that we truly are fearfully and wonderfully made. There isn't a fibre of our beings that's not fashioned creatively by Him. We are created in wonderful ways and we limit ourselves and our own growth, when we limit the ways we allow Him to speak to us."
Source: Patricia L. Paddey, Bible Network News
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