Remember the first time you tried your favorite brand? You must’ve been too excited to share it with your friends and family. Even now, you might be using the same brand and recommending it avidly to others. Wanna know the reason why we’re asking this?
Because in this situation, you acted as a brand evangelist.
This term might be new and some of you might be hearing this for the first time right now. It is a strategy that many brands use to strengthen their marketing game.
We know how marketers turn their customers into loyal ones with their exceptional branding strategies. Loyal customers become brand advocates and promote the brand on their own free will.
But when the customers become nearly obsessed with a brand, what will you call them?
These super fans are the heart and soul of evangelism marketing.
Let’s understand its basics with an example.
The OTT platform Netflix increases its subscriber base with Evangelism. Most of the subscribers buy the OTT subscription when someone recommends it. It has a hyper repeat customer base that does marketing for the platform.
Suggestions from a subscriber like, “Hey bro! this Netflix movie is just fab, you should watch this,” adds a new member to its subscriber base. And yes, it works! Netflix’s 195.15 billion subscriber base speaks for itself.
Let us understand what is the strategy and how it creates its super fans.
What is Evangelism Marketing?
Evangelism marketing is a strategy where the marketers generate advance word of mouth for their brands. The company presents its product in such a light that customers become its fans and convince others to buy it.
Now the strategy depends upon the customer. The strategy works when the customers have strong faith in the brand and they willingly promote it.
The customers act as brand evangelists when they promote a brand excessively.
There is a thin line difference between what we call word of mouth and evangelism.
In the word of mouth marketing, the customers show their interest in a brand by mentioning it in their dialogues. Conversely, in brand evangelism, the customers convey a marketing message to others and persuade them to buy the product.
Brand evangelism converts customers into true fans. These fans preach about the brand with everyone to convert them into its customers.
How does Evangelism marketing work for brands?
Evangelism marketing is a strategy that works because of a brand’s customers. But they are not solely responsible for this strategy. The company has to create a brand that is worth the word of mouth promotion.
There are three conditions on which Evangelism marketing works:
A customer cannot recommend something without using it in the first place. That is the core of evangelism. Without believing in the quality and feature of a product, customers don’t pass on his suggestion. Only an existing and a loyal customer for a brand can create word of mouth.
Will any customer advocate for an unsafe product? If someone persuades others to use the product, it is because of their trust and confidence in the brand.
There is a misconception that the evangelism strategy works only for big brands. It is not true. Any brand can gain the benefits of this approach if they produce some value. The product or services should be extraordinary. If the company sells ordinary products, it will create no excitement for the audience to promote it willingly.
You will never come across a customer that chants a brand name that creates no value or is simply basic.
All customers are not the same. Similarly, their satisfaction with the product also varies. No matter how good a product is, if it fails to satisfy the customer, then the strategy will not work.
If the brand meets the customer’s satisfaction only then, it turns them into a real evangelist.
Evangelism Marketing in Action!
Let us look at some brands that have a customer base that acts as their brand evangelists.
The fast-food chain has strong social media evangelists. Dominos studied its facts and figures from its Twitter, Facebook, and Youtube communities. After the study, Domino’s restructured its business processes to convert customers into evangelists. Every customer suggests Domino’s when planning to have a pizza.
Apple not only has strong brand evangelism, but it is the initiator of the strategy. In the 1980s, the company was facing catastrophes in their business. But after hiring Guy Kawasaki in 1983, things started changing.
The reason for this growth was Guy Kawasaki being a real evangelist for apple. By promoting company benefits, he caught the interest of many software and hardware developers. And today, Apple has a huge customer base acting as their evangelist. It is true that once an Apple customer, forever an Apple customer.
The eCommerce giant has the most effective evangelist marketing. When it comes to online shopping, every customer has one name, Amazon. Its exceptional services have made them earn a huge base of a brand evangelist.
Amazon understands how exactly to serve their customers. From entertainment to shopping, it offers a wide range of services. The customer’s trust has made them grow and expand in different fields.
LuLaRoe is a US-based company that sells women’s clothing. Its business works entirely on evangelism strategy.
Their brand evangelists are the women who love the brand’s leggings. Their leggings are famous for being ‘butterfly soft,’ and have massive demand. The women share pictures on social media with hashtag #howdoyouroe to preach about the brand.
Is it effective or not?
The strategy is definitely effective. If the brand can provide value, gain trust, and give satisfaction, then it works well.
The reasons why this strategy is great in every way are:
- It’s free of cost. A brand does not spend a penny to make the customer talk about their brand.
- This strategy is persuasive because the evangelist is a real user of the brand, so their word of mouth works.
- It flows from one customer to another and gives a huge number of brand evangelists.
- It makes the brand look more authentic and credible.
Evangelism marketing is all about ‘do good and get good.’
When a brand creates value and delights the customer, it gives roots to Brand evangelism. “Sharing is caring.” It is what the customers do in evangelism marketing. They love a brand so much that they persuade others to try it.
But the question is how to make them speak for your brand?
You cannot force customers to like your products and become evangelists. But what you can do is satisfy them in the utmost way with your brand. It is all about turning loyal customers into your fans and let your fans do the talking for your brand.