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Evangelist Marketing [Hardcover]

Alex L Goldfayn (Author)
4.5 out of 5 stars  See all reviews (2 customer reviews)
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Book Description

Publication Date: 19 Jan 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.

Product details

  • Hardcover: 224 pages
  • Publisher: BenBella Books (19 Jan 2012)
  • Language: English
  • ISBN-10: 1936661098
  • ISBN-13: 978-1936661091
  • Product Dimensions: 16.3 x 2.4 x 23.5 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 996,279 in Books (See Top 100 in Books)

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› Visit Amazon's Alex L. Goldfayn Page
Alex L. Goldfayn
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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
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Most Helpful Customer Reviews
4.0 out of 5 stars Practical report on improving consumer electronics marketing 26 July 2012
By Rolf Dobelli TOP 500 REVIEWER
Format:Hardcover
Most companies that are great at manufacturing consumer electronic products struggle to market them. In this practical book, high-tech marketing expert Alex L. Goldfayn explains how consumer electronic marketing goes awry, except in the hands of giant, sophisticated competitors, most notably Apple, Netflix and Amazon. Having found his niche - because he offers very specific advice - Goldfayn counsels electronics sellers about promoting their products and encouraging influential consumer evangelists to support them. Goldfayn, a savvy, knowledgeable participant in the consumer electronics industry, is also an outstanding copywriter who provides well-crafted, effective examples. If you market consumer electronics, you can learn a lot from his well-reasoned analysis of flawed electronics-market ad strategies. getAbstract recommends his insights to those who design, manufacture, market or sell consumer electronics.
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5.0 out of 5 stars Book review 16 Jan 2012
By M
Format:Kindle Edition
I liked this book. I think the author presented a coherent argument with the use of numerous examples. The focus on Amazon, Apple and Netflix worked well, and has certainly got me thinking about this industry sector.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.7 out of 5 stars  27 reviews
5 of 5 people found the following review helpful
5.0 out of 5 stars The blueprint to exponentially growing loyal customers 3 Jan 2012
By Chad Barr - Published on Amazon.com
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 4 Jan 2012
By Richard Citrin - Published on Amazon.com
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 3 Jan 2012
By Philip Symchych - Published on Amazon.com
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
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