For example, when I spoke for SC Johnson to its employees, I showed them pictures of its household cleaners in my cabinets. My theory is that the goal of a speech is to entertain. If people are entertained, you can slip in a few nuggets of information.
But if your speech is dull, no amount of information will make it great. When you tell a story, you lose yourself in the storytelling. Good speakers are good storytellers; great speakers tell stories that support their message. Heighten interest in your success by meeting your listeners before the speech. Talk to them. Let them make contact with you—especially people in the first few rows.
If you have a choice, speak at the beginning of an event and ask for a small room. A just-seated audience is more apt to listen to you, laugh at your jokes, and follow along with your stories, and a packed room is a more emotional one. It is better to have people in a seat room than people in a 1,seat room. When I was evangelizing for Macintosh, the most powerful marketing tools were phones, faxes, and airplanes.
Leverage was gathering a few hundred people in a hotel ballroom. While schmoozing may give you access to several hundred people a year, and speaking engagements may put you in front of the same number at a few events, social media can extend your reach by thousands of people in a matter of weeks. The basic rule for social media success is simple: Share good stuff, whether you are creating the content or curating it. What happened? Example: The U. What does it mean? What the hell?
Example: Every year two churches in Vrontados, Greece, stage a mock rocket war to celebrate Easter. Many people mistakenly assume that their followers want to read about a narrow band of subjects. Should I share only stories about entrepreneurship, innovation, and technology?
Should a Motorola executive share only stories about Motorola? You should think more broadly. Take strong stands on issues that affect you, your organization, and your customers. For example, if you think that more women should be chief executives, share an article that supports your perspective. An American technology executive might be bold about issues such as work visas for foreign citizens. Evangelism marketing is the most effective form of unpaid marketing. This form of marketing helps in building a strong and loyal customer base which can be relied upon for getting new customers as well.
It also builds trust in the minds of current customers which leads to greater customer satisfaction, leading in turn to increased sales. It can be used as a great PR tool that helps businesses get noticed by engaging with their potential consumers. It comes in three conventional forms which are as follows:. Here are a few disadvantages that evangelism marketing can have:. One can find examples of evangelism marketing in the corporate world everywhere.
Apple is known for its evangelism marketing. Obviously, not every company can turn their customers into evangelists. Many companies offer mediocre or predictable services that are so ordinary they are not worth taking the time to mention to others.
Plus, there is no easy way to influence the conversations people have with their friends. A customer could have an amazing experience at a nail salon but not tell their friends because they have more pressing issues to attend to. Marketing professionals are developing strategies to get others talking about their products and services in a positive way.
These include everything from creating online communities for customers to interact, to sponsoring events that help position a brand as part of a lifestyle. Evangelism marketing is a tool that is available to any business in a multitude of industries. Consider a large company like Apple. Apple loyalists are some of the most recognized product evangelists in the market, sharing their experiences with emerging technology in enthusiastic ways.
Conversely, small businesses with limited marketing budgets often use evangelism marketing in place of more expensive television or print campaigns. A restaurant with delicious desserts often attracts more customers through referrals and word-of-mouth than by sending out coupons for free desserts.
See also Precision Marketing. Businesses love evangelism marketing because it produces a high return on investment. The amount of money generated in new sales is typically significantly higher than the money spent on marketing, since customer referrals are usually free. Customer evangelists are repeat customers who support a brand with their money and their praise. This produces long term benefits for a company. Any business that is interested in creating a committed customer base will have something to gain from evangelism marketing.
The most important aspect of any evangelist marketing plan is to establish a connection with customers. The best way to get customers talking about a brand is for businesses to start the dialog themselves.
The information that comes out of these conversations can be used to create more useful products and services. Before implementing an evangelism marketing plan, businesses must engage in market research with focus groups, online surveys, or other consumer information gathering strategies. The goal is to create an open, honest, and comprehensive portrait of how a brand is understood in the minds of the public.
This analysis should focus on both positives and negative aspects of the brand. The popular perception of a company might be that it has great products but terrible customer service, giving companies a chance to reinforce their strengths and correct their mistakes. See also Market Analyst. If a company wants to maximize the conversation about their product or service, they must market to the broadest possible section of customers.
These changes can be relatively minor or involve major overhauls. Amazon analyzed the tens of thousands of customer reviews posted on their website to help refine the Kindle as it went through several generations of redesigns. By taking a thoughtful approach to customer feedback, they were able to turn public criticism into public praise.
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