Tips from the “Father of Evangelism Marketing”: Convert customers into brand champions and watch your business soar!

Monday: MicroBusiness and Marketing Marvels FROM THE DESK OF MILES EVERSON: Hello there! We hope you enjoyed your weekend. Join us as we embark on a journey into marketing, with a particular emphasis on individuals who have truly mastered this “art.” In these articles, we delve into their experiences and valuable marketing insights. Today, let’s focus on the “Father of Evangelism Marketing” and his impact on the field. Continue reading to unveil the fascinating journey and profound wisdom of this figure. CEO, MBO Partners Chairman of the Advisory Board, The I Institute

Tips from the “Father of Evangelism Marketing”: Convert customers into brand champions and watch your business soar! Guy Kawasaki: Father of Evangelism Marketing Driving organic growth and credibility for your brand is important to ensure sustainability in your marketing strategy. One way to achieve this is to harness the enthusiasm and loyalty of your customers and turn them into trusted spokespersons for your business. This strategy is called “advocacy or evangelism marketing.” Such a tactic creates passionate advocates who willingly promote a product or brand to their networks. One notable marketing strategist popularized this form of marketing. He is considered the “Father of Evangelism Marketing” and has written several books on the topic. Who is this marketing visionary? Guy Kawasaki! Born in Hawaii on August 30, 1954, Kawasaki’s journey from the serene shores of Honolulu to the heart of Silicon Valley is marked by innovation and dedication. His influence in the marketing world, notably during his time at Apple in the early 1980s, laid the foundation for what we now know as “evangelism marketing.” While at Apple, Kawasaki introduced a game-changing approach to marketing. He focused on helping the brand grow through word-of-mouth and authentic customer endorsements. As Kawasaki put it: "Evangelism is selling a dream." Until today, this statement underscores the idea that successful marketing goes beyond transactional relationships; it's also about inspiring people with a compelling narrative or dream associated with a brand or product. So, how did Kawasaki’s evangelist approach make an impact? Let's explore the concrete and transformative applications of Kawasaki's insights during his time as Apple's Chief Evangelist. Creating a Tight-Knit Community Kawasaki understood the power of community-building. Under his guidance, Apple nurtured user groups and forums where Macintosh enthusiasts could connect, share experiences, and learn from one another. This approach helped transform Apple users into a tight-knit community, united by their passion for the brand and its products. The Macintosh Launch Event Kawasaki played a pivotal role in the launch of the Macintosh computer in 1984. Instead of promoting just a piece of hardware or software, he sold a dream of empowerment and rebellion against the ordinary. The famous "1984" Super Bowl commercial directed by Ridley Scott teased the Macintosh as a revolutionary tool, and it epitomized the dream Kawasaki was selling. Storytelling as a Marketing Tool Kawasaki's evangelism approach included the art of storytelling. He recognized that people connect more easily with narratives rather than technical specifications. Apple's marketing under his leadership focused on telling stories of how the Macintosh was changing lives, from graphic designers to educators. This storytelling strategy brought the dream of creativity and innovation to life. Empowering Users Kawasaki's evangelism marketing wasn't about pushing products onto customers but empowering them. The Macintosh was marketed as a tool enabling users to unleash their creative potential. This approach resonated with artists, writers, and other professionals who saw the Macintosh as a means to pursue their passions. Iconic Advertising Campaigns There are several iconic campaigns under Kawasaki’s time at Apple. First, the "Test Drive a Macintosh"; campaign invited users to experience the Macintosh's user-friendly interface hands-on, pioneering a revolutionary approach to product engagement. Another example is the "Macintosh Office"; campaign, which showcased the Macintosh's potential for business and productivity, helping change how workplaces viewed personal computing. Next is the "PageMaker"; campaign. This ad, developed in collaboration with Adobe, underscored Macintosh's vital role in revolutionizing desktop publishing. These campaigns went beyond product promotion; they were ahead of their time, each contributing to Apple's legacy of redefining norms and celebrating innovation. Overall, Kawasaki’s evangelism approach to marketing not only defined Apple's brand but also set a precedent for how companies can inspire and engage customers on a deeper level. In fact, this legacy continues to influence various marketing strategies today. Consider how you can apply these principles to your own business or brand. Build communities, tell compelling stories, and empower your customers. Remember: Marketing isn't just about selling; it's also about selling a dream and creating a movement. Your journey towards effective marketing begins now, and it starts with you!     Hope you’ve found this week’s topic interesting and helpful. In the age of the Internet, social media has emerged as a transformative force, revolutionizing the way people communicate, share information, and discover talent. One of the most remarkable phenomena of this digital era is the ability to catapult relatively unknown artists into the limelight and make them famous on a global scale. Learn more about Lil Nas X in next week’s article!