Eight Steps to Creating Brand Evangelists
Tuesday, June 26, 2007
My latest (premium) article is up for Marketing Profs, entitled Eight Steps to Creating Brand Evangelists:
Whereas many companies use traditional marketing tactics to send a one-way promotional message to customers, brand evangelists can communicate with customers in their space. This is a very powerful difference: It shifts the communication from being one-way to creating an actual dialogue; and whereas many people simply do not trust advertising, a recommendation from a fellow customer is credible.
But how can companies encourage their customers to become brand evangelists?
I've also added a link in my Articles I've Written section.
Bonus link: Want to learn more about creating evangelists? Talk to the masters.
Tags:The Viral Garden, Marketing, Brand Evangelists
posted by Mack Collier @ 11:56 AM,
- At 1:00 PM, patmcgraw said...
The only way I know of to turn a customer into an evangelist is to consistently deliver unique value that exceeds their expectations. Eventually, some will feel compelled to spread the word because of a variety of reasons ranging from guilt (I owe them for everything they've done for me!) to 'shared goals' (I want them to succeed because their success supports my success!)
- At 1:58 PM, Kim Klaver said...
Mack - so now MPs is a paid site?
Will you be posting any of these things on your own site?
- At 3:30 PM, Mack Collier said...
Kim, MP is still a free site, but still offers premium memberships that gives you access to premium content. I will be writing a few more free articles for them, in fact my next one will be a free article.
- At 3:33 PM, Suzanne Obermire said...
To build on what Pat said, in addition to delivering value, I think a key component of turning a customer into an evangelist is to offer something unique. You need to be perceived as 'cool', as cutting-edge, something interesting that your customer wants to discuss at a cocktail party or share with friends and neighbors. Boring won't work, here!
- At 8:07 AM, Ann Handley said...
I agree, Suzanne. Give people something to connect with.
- At 8:09 PM, Olin Hyde said...
Evangelists are precious and rare. It is essential to determine the influence of a person based on their relevance, authority and authenticity (trustworthiness). Really hard to do... unless you know them personally.