What is the marketing evangelist and how does it work? What are the operating principles of the discipline? How does it work to create a world in which people are happy to participate? The marketing evangelist is a true paradigm shift discipline. It doesn't just change the performance of your sales reports, it aims at much broader and deeper goals. When applied correctly, it can literally change the world. Inside this guide you will find the basics. If you are in business, you will discover how to generate unstoppable attention to your business. If you are in the arts, you will build a fan base for your art form, music or writing. If you are in the social field, you will spontaneously get activists to fight for your cause. If you don't fit into any of the above categories, read this book to find out how people and companies try to deeply influence your opinions and beliefs about the world. The customer evangelist is a marketing technique with great potential, but to understand it, you need to study its principles and workings. This introductory handbook aims to open the door to knowledge about this complex subject.
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Yes, you can access The marketing evangelist handbook by Stefano Calicchio in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.
Building your corporate vocation has a lot to do with what is generally understood as finding your mission. It's about discovering the trigger for evangelism in your customers, the cause that can move them and make them passionate about your organisation. It is not something that is built purely rationally, there has to be a concomitant emotional factor: if the underlying response to your corporate vocation is simply to make money, it is not true evangelistic marketing but just opportunism.
In the following pages you will be asked to define your mission. To do this, try to stick to the following parameters:
let your words be an inspiration to those involved;
seek brevity. Often the most effective mission statements are corporate slogans;
be distinctive, your cause should not resemble that of other companies but be seen as unique and special;
use a long-term vision that is able to remain functional over the years.
A good corporate mission should also be able to answer the following questions:
who are we?
What do we want to do?
Why are we doing this?
Now that you have a clear idea of how a functional evangelical mission should be structured, it only remains for you to write your own in the following lines:
If in spite of all this you have had doubts or difficulties in filling in, the following are some company missions you can take inspiration from:
Walt Disney - Making people happy
Wal-Mart - Giving ordinary people the chance to buy the same things as the rich.
McDonald's - Leveraging the unique capabilities, strengths and resources of our diversity to be the best fast food restaurant in the world.
CIA - We are the eyes and ears of the nation and, at times, its invisible hand. We accomplish this mission by gathering relevant covert intelligence, providing relevant, timely and objective analysis, and conducting covert actions under the direction of the President in order to prevent threats and achieve U.S. policy o...
Table of contents
Cover
THE MARKETING EVANGELIST HANDBOOK
Table of contents
Introduction
A definition of the customer evangelist
Is the life of the modern marketing manager a paradox?
From traditional marketing to marketing evangelist
Why the customer evangelist works so well
The role of the marketing evangelist
What differentiates the marketing evangelist from the traditional marketing evangelist
The 4 main actors of the customer evangelist
The identikit of the customer evangelist
Rules and tips for finding your cause
The customer evangelist action plan
Company vocation
Defining objectives
Case History: a virtuous example of a customer evangelist
Case History 2: A big missed opportunity for Starbucks
