Evangelist Marketing: What Apple, Amazon, and Netflix Understand About Their Customers (That Your Company Probably Doesn't) [Hardcover]

Alex L. Goldfayn (Author)

Book Description

Publication Date: January 3, 2012

In Evangelist Marketing, Alex Goldfayn argues that technology companies succeed in spite of their marketing, not because of it. He says that if consumer tech makers ceased all marketing activity today, they would not see a significant decline in sales.

In this book, Alex presents why the current state of overly-technical, features-oriented tech marketing, branding, communications and public relations is costing the industry billions of dollars—easy money that's voluntarily being left on the table.

Then he lays out a step-by-step system for creating intensely loyal brand evangelists based on deep consumer insights and simple, emotional language.

Evangelist Marketing is written for consumer tech companies big and small—from PC manufacturers to Web-based services. It's also sure to improve the work of their marketing and public relations agencies.

Editorial Reviews

Review

“Alex does a masterful job of pulling together insights across different products and businesses and then communicating those insights in a practical and useful way so you can see how they apply to your own situation and the issues you are facing.”
--Eric Stang, CEO of Ooma

"I loved this book. I've often wondered why are there so few legendary marketing leaders? Alex Goldfayn tells the inside stories of the most brilliant campaigns, demystifies the magic, and reveals the first principles from these marketing giants."
--John Sculley, former Apple CEO

“Alex cuts into the muscle of consumer electronics companies and identifies what distinguishes the beloved brands from the me-too brands. He challenges the assembly line orientation of organizations and details how to win avidity with consumers. This is a look-yourself-in-mirror book for anyone that wants to escape the sea of sameness.”
--Bob Stohrer, VP Marketing, Virgin Mobile

“In Evangelist Marketing, Alex Goldfayn reminds us that technology is merely a means to an end and that while great products and great experiences are the ultimate drivers of demand, it shouldn’t stop there. To truly reach mass market status and not leave money on the table, companies must energize their marketing efforts to create ‘evangelists’ for their product or service. Alex’ framework for reaching evangelist marketing nirvana is laid out in a clear step-by-step framework that if applied, will yield results.”
--Chris Dobrec, Senior Director Product Marketing, Cisco

“Alex Goldfayn doesn’t pull any punches with Evangelist Marketing. Every high-tech marketer should read this book.”
--Tony Lee, Vice President of Marketing, TiVo Inc.

"Alex nails right on the head one of the big issues in tech companies today: The fact that too often engineers run marketing. This creates complicated products that people don't really want and therefore don't buy. I think everyone in the tech industry should read this book, highlight key points and share them in their next product development meeting."
--Brian S. Packer, Managing Director, ZAGG International, the creators of Invisible Shield

"If you work with consumers you should read this book. Alex demystifies the 'magic' that companies like Apple, Netflix, and Amazon tap into."
--Jon Dale, co-founder of Moolala

About the Author

Alex Goldfayn is a secret weapon marketing consultant, advisor and speaker for the top consumer electronics manufacturers in the world, and their agencies. He helps clients with their brand strategy, marketing, messaging and positioning. Alex's clients include Blackberry, T-Mobile, Virgin Mobile, Sony and TiVo. Alex is a former syndicated technology columnist for the Chicago Tribune.

He lives in the suburbs of Chicago with his wife and children.

Product Details

• Hardcover: 288 pages
• Publisher: BenBella Books; 1 edition (January 3, 2012)
• Language: English
• ISBN-10: 1936661098
• ISBN-13: 978-1936661091
• Product Dimensions: 6.4 x 0.9 x 9.2 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.7 out of 5 stars  See all reviews (27 customer reviews)
• Amazon Best Sellers Rank: #884,017 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

5 of 5 people found the following review helpful

5.0 out of 5 stars The blueprint to exponentially growing loyal customers January 3, 2012

By Chad Barr

Format:Hardcover

I can not imagine any global organization or entrepreneur that would not want to figure out what it takes to create raving customers who share and create the remarkable buzz that keeps attracting them and others to you - true evangelists. This book is the blueprint that will help you create the one you need for your company to build your own community of evangelists and with it, amazing success!

Great read and remarkable exponential value!

4 of 4 people found the following review helpful

5.0 out of 5 stars Get Your Customers Working For You January 3, 2012

By Richard Citrin

Format:Hardcover

Not working in the technology area left me wondering if this book would be helpful to me but after a colleague recommended it and I started reading it, I see that Goldfayn's ideas go far beyond the tech industry. But what if you could create an actual plan to have your clients become evangelists for you as opposed to just leaving it up to good luck. A great read about the hottest technology companies (including an up to date description of the Netflix debacle and why I am not evangelizing for them any more)along with illustrative visuals that help readers gain additional understandings of Goldfayn's ideas.

4 of 4 people found the following review helpful

5.0 out of 5 stars Great marketing advice for any business January 3, 2012

By Philip Symchych

Format:Hardcover

Alex Goldfayn has written a great book on marketing that is applicable for any business. His specialty is the tough, rapidly changing (just ask RIM) cut throat high tech industry. These marketing and strategic insights and principles apply to most businesses and industries.

His concepts on developing strategies with the customer in mind and avoiding the commodity trap can be applied to product and service businesses, large and small.

For marketing advice that will help you to grow your business, I highly recommend "Evangelist Marketing."

Phil Symchych
President
SYMCO & CO. Management Consultants