Evangelism Marketing: Definition, Examples & Strategy

Instructor: Danielle Reed

Danielle works in digital marketing and advertising. She holds a bachelor's degree in English and an MBA.

In this lesson, learn the definition of evangelism marketing and two brands that have mastered this form of marketing. Then, discover a few strategies for implementing evangelism marketing and converting brand evangelists.

What Is Evangelism Marketing?

To evangelize is to seek to convert someone. We often associate this with a branch of Christianity, but the term is used in marketing too. Evangelism marketing has been around for years, but only recently has it been named and given power in the digital world.

Evangelism marketing is a type of word-of-mouth marketing where a company has a specific customer that believes in a product so much that he or she convinces others to buy it and use it.

Simply put, a customer loves the product so much they just have to spread the word to their friends and social networks. In the past, evangelism marketing often moved much slower through households, neighborhoods, and communities. Thanks to social media and other online platforms, every person has the potential to participate in evangelism marketing on a large scale.

According to a study by Zuberance, the average brand evangelist converts about three new customers. If every customer brought in three new ones, no business would fail. Don't underestimate the power of word-of-mouth; 92% of people trust a product recommendation from a friend compared to a 24% trust rating for an ad for the same company. Brand evangelists can be your key to significant revenue.

Examples of Evangelism Marketing

Every brand dreams of having powerful brand evangelists on their side. A brand evangelist is a true fan of your company that wants to talk about your brand, stay involved, and share your message.

What brands have you spread the word for? Whether it's telling your group of friends about a positive Costco experience or posting a video of your vacation on your GoPro, you are serving as a brand evangelist. Let's look at some real life examples.

LuLaRoe

A women's fashion brand, LuLaRoe , is a business built entirely on brand evangelism. Sellers join the company and sell a full line of dresses, shirts, tunics, and leggings for women and children.

The difference between LuLaRoe and other organizations is their massive brand evangelism that turns women into sellers. The leggings are known to be 'buttery soft' with some prints so in demand they sell for hundreds of dollars!

Women post photos with the tag #howdoyouroe, rave about the brand online, and also host pop-up events at their own homes for LuLaRoe sellers. This is a brand built on evangelism marketing.

Chubbies

This brand of men's shorts and swim trunks sells shorts with a shorter inseam than traditional men's shorts. According to Vert, ''Chubbies co-founders make the customer the hero.'' They engage customers to take photos of themselves wearing their Chubbies.

In addition, the brand works to make sure customers are happy. For example, when a customer told the brand his shorts were stolen out of his gym locker, they replaced the shorts and gave the man a week of free karate lessons. The customer shared the story and became a brand evangelist.

Evangelism Marketing Strategy for Every Business

You can convert regular customers into brand evangelists with a strong strategy. Brand evangelists are passionate, but what makes them this way? You simply need to move them down the line, from regular purchasers to the people with megaphones on social media.

  • Pay Attention to Customer Feedback

A study conducted in 2016 by McKinsey and Company found that 70% of purchase experiences are based on how your customer feels about your brand. If a person leaves positive feedback about a purchase, a quick follow-up with the customer boosts their view of you. Positive customer feedback plus a positive customer experience leads to a potential brand evangelist.

  • Know Your Niche

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