Marketing evangelism

Evangelism marketing is an advanced form of word-of-mouth marketing in which companies believe that they strongly believe in a particular product or service that they freely try to convince others to buy and use it. The clients become proactive advocates, actively spreading the word on behalf of the company.

Marketing evangelism is sometimes confused with affiliate marketing . However, while they are affiliated with the marketplace, they need to be encouraged to provide their recommendations and to recruit new customers out of pure belief, not for the receipt of goods or money. Rather, the goal of the customer evangelist is simply to provide benefit to other individuals.

As they act independently, evangelist customers often become key influencers. The fact that evangelists are not paid or have any confidence in their reputation.

Evangelism comes from the three words of ‘bringing good news’, and the consumers are driven by their beliefs in a product or service, which they preach in an attempt to convert others.


Many people believe Guy Kawasaki , the former chief evangelist of Apple Computer , to be the father of evangelism marketing. In his books The Art of the Start and How to Drive Your Crazy Competition , Kawasaki states that the driving force behind evangelism marketing is the fact that people simply want to make the world a better place. Evangelist customers spread their recommendations and recruit new customers out of pure belief, not for goods or money.


  • Evangelism marketing is applicable to any kind of product.
  • Technology evangelism is the evangelism marketing of a tool .
  • Platform evangelism is the evangelism marketing of the opportunity to create complementary goods for a multi-sided platform , which also involves non-marketing functions of the platform of commercial ecosystem to maximize network effects .

Customer communities

A strong avenue for evangelists is in the form of customer communities, which brings together groups of users of a product or service. General Motors’ Saturn division in Tennessee organized an annual summer picnic for thousands of customers. Another example is the Harley Owners Groups (HOGS), organized by Harley Davidson , which is one of the world’s most popular bikers.

Starbucks , the coffee company, started an online customer community in 2008 called My Starbucks Idea, designed to collect ideas for products or services and feedback from customers. [1] During the first year of the program, My Starbucks Idea generated 70,000 ideas through the site.

See also

  • Brand loyalty
  • Buzz marketing
  • crowdsourcing
  • Diffusion of innovations


  1. Jump up^ Lynn Parker (September 14, 2010). “The ABCs of Social Branding” . . FOX News Network, LLC . Retrieved October 8, 2010 .
  • Ahonen, T. and Moore, Alan. “Dominate Brands Communities: Business and Marketing Challenges for the 21st Century”, Futuretext, 2005. ISBN  0-9544327-3-8
  • Huba, J. and McConnell, B. Creating Customer Evangelists: How Loyal Customers Become a Sales Force Volunteer , Dearborn Trade, 2002. ISBN  0-7931-5561-4
  • L. Forbes; et al. (2005). “Typologies of e-commerce retail failures and recovery strategies”. Journal of Marketing Services . 19 (5): 280-292. doi : 10.1108 / 08876040510609907 .
  • Longenecker, C. (2005). “Marketing as a management style”. Business Horizons . 38 (4): 77. doi : 10.1016 / 0007-6813 (95) 90012-8 .
  • Rules for Revolutionaries by Guy Kawasaki
  • The Macintosh Way by Guy Kawasaki