Roy Dahl on Management, Trends and Marketing

About Management, Trends, Marketing, Word of Mouth and Life In General. My thoughts will primaraly be based on the theories of Tom Peters, Faith Popcorn and Seth Godin - and of course, my own experiences.

Location: Norway

Monday, January 22, 2007

Evangelizing Customers

Church of the Customer is announcing the new and revised version of Creating Customer Evangelists in paperback. What about it?

Well, this is a "new" way of thinking marketing. Take for instance the Brewtopia case. Brewtopia did not spend a dime on advertising or other strings of traditional marketing. They, deliberate or not, used the six tenets of customer evangelism, even before the book was released.

In short the six tenets are:
  1. Customer plus-delta: Continuously gather customer feedback.
  2. Napsterize knowledge: Make it a point to share knowledge freely.
  3. Build the buzz: Expertly build word-of-mouth networks.
  4. Create community: Encourage communities of customers to meet and share.
  5. Make bite-size chunks: Devise specialized, smaller offerings to get customers to bite.
  6. Create a cause: Focus on making the world, or your industry, better.
And what did Brewtopia accomplish?
  1. From initial 140 contacts, customer base is now 20,000+ in 27 countries
  2. Turnover; 2,000 cartoons per month average
  3. 90% sold over the web, 10% in traditional outlets
  4. First full year in sales expected to top $ 1 million
  5. 64 of 100 referrals to register (up from 32 in 100)
  6. Sales: 1 in 2.25 members buy the beer or merchandise (up from 1 in 9)
  7. Licensing deals being struck in UK, US and NZ
  8. Customer feedback initiates new lines of business, e.g. Corporate label beer
  9. STILL never advertised, owned a brewery or had more than 4 staff
The full report "Testify" can be downloaded here.

I have read it. And what did I do next? Ordered my paperback copy of "Creating Customer Evangelists" on for about US$ 10 only.
Hopefully you will do so also.



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