The technology industry regularly invests billions of dollars into products that will never find mainstream consumer success. They fail because of one simple reason: poor marketing. The industry is leaving billions of dollars on the table because most companies don’t know how to turn their customers into brand evangelists. In Evangelist Marketing: What Apple, Amazon, and Netfix Understand About Their Customers (That Your Company Probably Doesn't), Alex L. Goldfayn, a seasoned technology and electronics consultant, shares the marketing wisdom he’s garnered after working with dozens of the top technology makers in the world, including T-Mobile, Sony, Nokia, Blackberry, and more.
In Evangelist Marketing, Goldfayn breaks down what more than 98% of consumer electronics companies get wrong about marketing – from ad language to poor press releases to the wrong people on their staff – and why they should be working hard to improve in a struggling economic climate. The companies who market well are few and far between but the vast majority are putting their companies long-term success in jeopardy.
As a trusted marketing and PR expert for the consumer electronics industry, Goldfayn -- a former Chicago Tribune columnist -- reaches more than 117 million consumers each year, through consulting companies such as Amazon, Sony, and T-Mobile; his daily drive-time radio program, "The Technology Tailor Minute," that is broadcast on more than 325 stations; and his popular blog. Additionally, Goldfayn has been previously syndicated in more than 300 publications worldwide and has published more than 400 print articles on consumer electronics and industry marketing.
The consumer electronics industry creates some of the world's best and smartest products. And now Evangelist Marketing shows companies what to do with them.
Industry Reviews
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""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
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