A few years ago, Guy Kawasaki gave a talk in Madrid as part of Ficod. The marketing guru is also one of the creators of the concept of marketinian evangelism: launching the apostles of the brand to convince consumers to use his products and to get to know them. It’s what Apple, where Kawasaki worked and where all this theory came from, does so well. Its stores function as spaces for brand awareness and its own consumers are ambassadors who spread its virtues. After the massive talk, some media were able to speak with the guru (not many minutes, of course). Sitting in front of the marketing genius Belarus Mobile Database, I asked him about when he had invented the concept of evangelism and why he was the first to jump into it as a distinctive element in business strategy. ” Kawasaki was not far off the mark.
From the language used to talk about how the idea spreads and how the brand is transmitted to the mechanisms for spreading it, everything has a certain evangelical air. And it is that, among the many analyzes that can be made of how Jesus transmitted his message, it can also be done that he was a master of transmitting ideas, emotions, achieving engagement ? All of those things, in the end, which are what marketers are desperately looking for today and that companies need to achieve when targeting their consumers. The advertising video of an agency actually plays with these elements and allows you to see everything in a way that is much more of a brand image. So was Jesus Christ the first marketer ?
The idea is not new and drawing marketing lessons from the figure of Jesus is quite common. Not for this, however, it is less interesting to do so. There have been many who have also found a way to extract marketing lessons from the Church and, taking into account that it is an organization that has already accumulated more than 2,000 years of life, they are not doing things very badly in a matter of message and brand sustainment. The visits of the different popes to the different countries and to the different cities are filled with a certain condition of mass event that reinforces the idea of the brand to be defended.
And, the Church, has done social media marketing when this did not even exist (and the organization itself now resorts to social networks to connect with its faithful in the 2.0 world and to advertising – as we can all see when the Income campaign arrives – to remind citizens of its existence and reinforce brand values that they believe represent them). But, going back to Jesus and the marketing lessons that can be drawn from his figure, his activities are, as the ad says, clear examples of how to reach and touch citizens Brother Cell Phone List. Chose a target The reach that the Church has reached throughout history may make us lose sight of this point, but at first the story focuses on a specific group. How did the message work? It did so because it started in a specific place and in an exact niche.
So to speak, there was a market segmentation from moment one and that segmentation was part of the success of the message connecting and reaching the others, if we look at it from the point of view of the marketing strategy. Touched the emotions One of the things that all brands want to achieve today is to connect with consumers from an eminently emotional point of view. Brands need to connect with consumers beyond the surface and achieve much more intense and much deeper relationships. He has a clear reason: emotional relationships are much more durable in time than those that are based solely on pragmatic issues.
And there we can also find a parallel with Jesus: the connections that he established with his followers, with those with whom he interacted, entered on a more emotional than purely pragmatic level. You just have to look at the roots of all the stories that come to mind when you think directly of remembering one. They all have an emotional component and are directly related to people. Generated conversation The ad agency’s ad plays off peaks of interest. When turning water into wine, the miracle of fish, we are seeing increasing attention to the brand , they say. A brand needs to generate certain material to get consumers to pay attention to it and it needs to tell good stories.
The stories are those that serve not only to attract but also to do it with quality. You have to generate elements of interest, stories that surprise, narratives that keep the consumer in suspense. Have a leader with charisma But stories are sometimes not worth it by themselves or rather work better if the person presenting them really connects with the audience. Having a charismatic figure as a leader, as a brand ambassador, is practically a sure thing that you will succeed, at least when it comes to reaching out to others. Created a network of followers The story of Jesus also shows the power of a fundamental element: word of mouth. The spread of what was happening works like a pyramid. It starts at the extreme and spreads from there to more and more people.
A good story and a charismatic figure are key to attracting attention, but what keeps others talking about all this when they do not have those stimuli in front of them is word of mouth. The brand was managed How could something that begins with a charismatic figure and was so limited to that very figure become such a strong brand? Possibly because the brand was not aimless: the brand was managed from the beginning, left in the hands of a first manager, who in turn left it in the hands of another, and who always kept control of what happened to it.
