Evangelism Marketing

JAIPURIA INSTITUTE OF MANAGEMENT,
LUCKNOW
Project Report On
EVANGELISM MARKETING
MARKETING MANGEMENT-II
Submitted To: Submitted By:

Dr. Shalini Nath Tripathi Kaushlendra KumarSingh (066)
Kanishka Jauhari (064)
Md Arif Khan (081)
Manoj Kumar Maurya (076)
Navneet Kumar Singh(088)
Marketing Management -2 1
ACKNOWLEDGEMENT
The satisfaction and euphoria that accompany the

successful completion of any work would be incomplete
unless we mention some of the persons, as an expression of
gratitude, which made it possible, whose constant guidance
and encouragement served as a beckon light and crowned
the efforts and success.
We take this opportunity of expressing our gratitude to Dr.
Shalini Nath Tripathi who has always been of immense
help during the making of this project, which helped us a
great deal in enhancing our knowledge by virtue of
practical application. Her guidance and support carried us
all through the preparation of this project.
CONTENTS
Sr. Chapter Name Page No.

No.
1. OBJECTIVE 4
2. Genesis 5
3. Marketing Research 6
4. Research Design 9
5. Field Work 13
6. Limitations 16
7. Literature Review 17
8. Professional Opinion 21
9. Practical Examples 32
10. Findings 34
11. Discussions and Inferences 36
12. Future Implications 37
13. Bibliography 38
14. Appendix 39
Objective
Research Objectives
• To know awareness level of evangelism marketing.

• To study components of evangelism marketing.
• To seek the general perception of consumer towards evangelism
marketing.
• To analyze how effectively it works in present marketing scenario.
• To predict future implications.
INTRODUCTION
Evangelism marketing is an advanced form of word of mouth marketing (WOMM)
in which companies develop customers who believe so strongly in a particular
product or service that they freely try to convince others to buy and use it. The
customers become voluntary advocates, actively spreading the word on behalf of
the company.
Evangelism marketing is sometimes confused with affiliate marketing. However,

while affiliate programs provide incentives in the form of money or products,
evangelist customers spread their recommendations and recruit new customers
out of pure belief, not for the receipt of goods or money. Rather, the goal of the
customer evangelist is simply to provide benefit to other individuals.
As they act independently, evangelist customers often become key influencers.

The fact that evangelists are not paid or associated with any company make their
beliefs perceived by others as credible and trustworthy.
Evangelism literally comes from the three words of 'bringing good news' and the
marketing term justly draws from the religious sense, as consumers are literally
driven by their beliefs in a product or service, which they preach in an attempt to
convert others
HISTORY
Many people believe Guy Kawasaki, the former chief evangelist of Apple
Computer, to be the Father of evangelism marketing. In his books “The Art of the
Start" and "How to Drive Your Competition Crazy” Kawasaki states that the
driving force behind evangelism marketing is the fact that individuals simply want
to make the world a better place. Evangelist customers spread their
recommendations and recruit new customers out of pure belief, not for the
receipt of goods or money.
MARKETING RESEARCH
Marketing research plays an important role in the process of marketing.
Starting with market component of the total marketing talks. It helps the firm to
acquire a better understanding of the consumers, the competition and the marketing
environment.
DEFINITION
“Marketing research is a systematic gathering, recording and analysis marketing
problem to facilitate decision making.”
- Coundiff & Still.
“Marketing research is a systematic problem analysis, model building and fact

finding for the purpose of important decision making and control in the marketing
of goods and services.
- Phillip Kotler.
MAIN STEPS INVOLVED IN MARKETING

RESEARCH
Defining the Marketing Problem to be tackled and identifying the market research
problem involved in the task.
(1) Define the problem and its objectives.

(2) Identify the problem.
(3) Determine the information needed.
(4) Determine the sources of information.
(5) Decide research methods.
(6) Tabulate, Analyze and interpret the data.
(7) Prepare research report.
(8) Follow-up the study.
Define the problem and its objectives :- This includes an
effective job in planning and designing a research project that will provide the
needed information. It also includes the establishment of a general framework of
major marketing elements such as the industry elements, competitive elements,
marketing elements and company elements.
Identify the problem :- Identifying the problem involves getting

acquainted with the company, its business, its products and market environment,
advertising by means of library consultation and extensive interviewing of
company’s officials.
Determining the specific Information needed :- In general

the producer, the manufacturer, the wholesaler and the retailer try to find out four
things namely :-
a. What to sell
b. When to sell
c. Where to sell
d. How to sell
Determine the sources of information :-

Primary Data :- Primary datas are those which are gathered specially for the
project at hand, directly – e.g. through questionnaires & interviews. Primary data
sources include company salesman, middleman, consumers, buyers, trade
association’s executives & other businessman & even competitors.
Secondary Data :- These are generally published sources, which have been
collected originally for some other purpose. Source are internal company
records, government publication, reports & publication, reports & journals, trade,
professional and business associations publications & reports.
Decide Research methods for collecting data :- If it is

found that the secondary data cannot be of much use, collection of primary data
become necessary. Three widely used methods of gathering primary data are :-
Survey Method :- In this method, information gathered directly from individual

respondents, either through personal interviews or through mail questionnaires or
telephone interviews.
Observation Method :- The research data are gathered through observing and
recording their actions in a marketing situation. This technique is highly accurate.
It is rather an expensive technique.
Experimental Method :- This method involves carrying out a small scale trial
solution to a problem, while at the same time, attempting to control all factors
relevant to the problem. The main assumption here is that the test conditions are
essentially the same as those that will be encountered later when conclusions
derived from the experiment are applied to a broader marketing area.
The Panel Research :- In this technique the same group of respondents is

contacted for more then one occasion; and the information obtained to find out if
there has been any in their taste demand or they want any special quality, color,
size, packing in the product.
Preparation of questionnaire
Presetting of questionnaire
Planning of the sample
Tabulate, Analysis and Interpret the Data :-

The report must give/contain the following information:-
1. The title of research
2. The name of the organization for which it has been Conducted
3. The objectives of research
4. The methodology used
5. Organization and the planning of the report
6. A table of contents along with charts and diagrams used in the reports
7. The main report containing the findings
8. Conclusion arrived at end recommendations suggested
9. Appendices (containing questionnaire / forms used sample design,
instructions.)
Follow-up the study :- The researchers, in the last stage, should follow
up this study to find if his recommendation are being implemented and if not, why
Research Design
1. Research Objectives
• awareness level of evangelism marketing

• Seek the general perception of consumer towards evangelism marketing
• To find the performance of evangelism marketing
2. Information requirement
• First, I had to know about evangelism marketing.

• Before going for the survey I had to know the origin of evangelism
marketing
• Since evangelism marketing is an upcoming trend I need to know which
organization is using them
3. Choice of research design – alternatives & choice
Despite the difficulty of establishing an entirely satisfactory classification system,

it is helpful to classify marketing research on the basis of the fundamental
objectives of the research. Consideration of the different types, their applicability,
their strengths, and their weakness will help to select the type best suited to a
specific problem.
The two general types of research are:
EXPLORATORY RESEARCH
Exploratory research seeks to discover new relationship, emphasis on discovery
of ideas.Marketing researches devote a significant portion of their work on exploratory
studies when very little is known about the problem being examined.
CONCLUSIVE RESEARCH
Conclusive studies attempts to determine the frequency with which something

occurs or the relationship between two phenomenons. Usually conclusive studies
assume certain under underlying characteristics of the market or have some
precise statement of research questions/hypothesis.
4. RESEARCH INSTRUMENT USED - DETAILS & WHY?
If one wants to know what type of dentifrice people use, what they think of,
television commercials, or why they buy particular brands of cars, the natural
procedure is to ask them. Thus, the questionnaire method has come to be the
more widely used of the two data collection method. Many consumers are now
familiar with the telephone caller who greets them with “We are making a
survey”, and then proceeds to ask a series of questions. Some interviews are
conducted in person, others by telephone, and others by mail. Each of these has
its special advantages and disadvantages and limitations. The questionnaire
method in general, however, has a number of pervasive advantages and
disadvantages. Discussion of particular variations will be more meaningful if
these characteristics of the general methods are brought out first.
A questionnaire consists of list of questions to be asked from the respondents

and the space provided to record the answer / responses. Questionnaire can be
used for the personal interviews, focus groups, mails and telephonic interviews.
The choice among these alternatives is largely determined by the type of
information to be obtained and by the type of respondents from whom it is to be
obtained.
The common factor in all varieties of the questionnaire method is this reliance on
verbal responses to question, written or oral.
Questionnaire in the project consists of:
 Multiple choice questions

 Dicthomus
MULTIPLE CHOICE QUESTIONS:
Questions of this type offer the respondents an alternative to choose the right
answer among others.It is faster, time saving and less biased. It also simplifies
the tabulating process.
OPEN END QUESTIONS:
In this type respondents are free to answer in their own words and express the ideas they
think are relevant, such questions are good as first questions or opening questions. They
introduce the subject and obtain general reaction.
DICTHOMUS:
These are the questions which are Boolean in nature. These answers are
straightforward and respondents have to answer them in a straight way. That
means the answer can only be either ‘Yes” or ‘No’.
5. SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?
Sample design is a definite plan of obtaining some items from the whole
population. The sample design used in this project is two state sampling i.e.
Cluster and convenience. In the probability sampling methods, each items in the
sample is chosen one at a time from a complete list of universe elements. In
marketing research practice, it will sometimes be more expedient to select
clusters or groups of universe elements, rather than to choose sample items
individually.
Sampling methods in which universe elements are chosen in groups ---- rather
than individually -- are called cluster-sampling methods. They are widely used in
the sampling of human populations. When no complete universe listing exists, a
type of sampling is called area sampling may be the only practically feasible form
of probability sampling.
NONDISGUISED, STRUCTURED TECHNIQUES
The non structured techniques for attitude measurement are primarily of value in
exploratory studies, where the researcher is looking for the salient attributes of
given products and the important factors surrounding purchase decisions as
seen by the consumer. Structured techniques can provide a more objective
measurement system, one which is more comparable to a scale or a yardstick.
The term scaling has been applied to the efforts to measure attitudes objectively,
and a number of useful scales have been developed.
SAMPLING METHOD
Sample design is a definite plan of obtaining some items from the whole
population
CONVINIENCE SAMPLING
This type of sampling is chosen purely on the basis of convenience and

according to convenience.I visited management colleges.
SAMPLING
1. Sampling Technique :Non probability sampling (A non

probability sampling technique is that in which each element in the population
does not have an equal chance of getting selected)
2. Sample Unit : 1 Individual
3. Sample size : 200 respondents
4. Method : Questionnaire.
5. Data analysis method : Graphical method.
6. Area of survey : Lucknow
7. Timing of survey : 9.00 am to 03.00 pm
FIELD WORK- METHOD USED FOR
DATA COLLECTION
• Questionnaire was prepared keeping the objective of research in mind.
• Questions were asked to respondents as regards to there willingness .
• The help of questionnaires conducted direct interviews, in order to get

accurate information.
• In order to get correct information I had to approach consumers ranging

from 15 yrs to 65 yrs.
• In order to collect accurate information I visited to colleges, each and

every question was filled personally by the respondents.
• People were not willing to answer, when they were contacted between
1.00 pm to 5.00 pm, the time when most of the people take rest during the
scorching heat.
• Theoretical data was collected from internet.
Questionnaire Infernces
[1] Did you know about evangelism marketing?
yes______ no ______
Response
Yes, 9
Yes
No
No, 91
Inference :- The awareness level of evangelism markrting is not good
[2] Did you know about word of mouth marketing?
yes no
Response
No, 27
Yes
No
Yes, 73
Inference :- Awreness level of word of mouth marketing is far better than

evangelism marketing.
[3] How effective is evangelism marketing ?
Very effective _____
Effective _____
Cant say _____
Not effective _____
Response
not effective, 20 very effective, 27 very effective

cant say, 7 effective
cant say
effective, 46 not effective
Inference :- respondent has positive response towards enagelism

marketing
LIMITATIONS
 No time available for interviewing the respondents. As a result of this it

was not possible to gather full information about the respondents.
 When I interviewed management students, sometimes they use to give

answers under the influence of their friends.
 As the questionnaire were filled during lunch time sometimes

student are less interested in filling up questionnaire.
 Non-cooperative approach and rude behavior of some respondents.
 If the respondents answer does not falls between amongst the options
given then it will turn up to be a biased answer.
Literature review
What is customer evangelism?
When customers are truly thrilled about their experience with your product
or service, they can become outspoken "evangelists" for your company. This group
of satisfied believers can be converted into a potent marketing force to grow your
universe of customers.
Authors Ben McConnell and Jackie Huba explain how to convert

already loyal customers into influential and enthusiastic evangelists. The
year-long research project that led to "Creating Customer Evangelists"
outlines the framework for developing evangelism marketing strategies and
programs. The ultimate goal is to create communities of influencers who
drive sales or membership for your company or organization. From their
research into the best practices of some of the most forward-thinking
companies with legions of evangelists who spread the word, McConnell and
Huba outline and explain the six basic tenets of creating customer
evangelists:
Customer plus-delta: Continuously gather customer feedback.
Napsterize knowledge: Make it a point to share knowledge freely.
Build the buzz: Expertly build word-of-mouth networks.
Create community: Encourage communities of customers to meet and share.
Make bite-size chunks: Devise specialized, smaller offerings to get customers to

bite.
Create a cause: Focus on making the world, or your industry, better.
McConnell and Huba profile highly successful companies to illustrate

these tenets and prove how solid customer relationships build and sustain
companies through good and rocky times. These in-depth company profiles
provide real-life examples of evangelism marketing at work, including the
opportunities and pitfalls of specific campaigns.
"Creating Customer Evangelists" explains how organizations as diverse
as Southwest Airlines, Krispy Kreme Doughnuts, The Dallas Mavericks, IBM,
and others successfully built their customer base and created targeted
marketing programs to involve their biggest fans. These programs have
produced legions of unofficial salespeople and a cost-effective and powerful
marketing force.By deepening customer relationships, successful
organizations create communities that generate grassroots support and
value for their products and services. "Creating Customer Evangelists"
focuses on this ultimate marketing approach. McConnell and Huba
demonstrate how you can convert good customers into exceptional ones who
willingly spread the word.
Customer Evangelism
A customer evangelist tells your story and tells it to everyone. He
purchases your product, believes in your business, recommends it to friends
and colleagues, supports you even when you make a mistake, and provides
feedback even before you ask.
Alternative Marketing Techniques for Entrepreneurs

This action and belief is based on an emotional connection the customer
has with your product, service, or company.
Customers become evangelists when they are so pleased with their

experience with the product or service that they want to tell others and even
want to help the business succeed. People love to talk about their experience
with products and especially like to be the one that pointed out a great
product that everyone subsequently adopts.
Customer evangelism is such a strong form of marketing for a number of

reasons. First your customers know your target market very well because
they are your target market. Since they know the target so well, they can
translate the customer value proposition into language that is familiar and
easily understood by the target market. Second, they are seen as being
genuine and impartial sources of information. Unlike paid endorsements or
product placements, these evangelists have little to gain by singing your
praises and they are therefore trusted. Finally, customer evangelism is a very
inexpensive marketing method. It doesn’t require expensive air time, glossy
flyers, or creative advertisements. Most critical to successful customer
evangelism is developing an incredible product or service that fills a
customer needs, is easy to use, and ultimately makes the customer’s life
better. Only products that are this satisfying will gain a following strong
enough to turn short-term buzz into committed evangelism. TiVo, the
personal video recorder, is a great example of such a product. It offers
consumers the ability to pause and rewind.
Television, easily record shows without fighting the cryptic VCR interface,
and is incredibly easy to use. While people without a TV don’t completely
understand its value, those with a TiVo readily and frequently extol its virtues.
Being able to pause a movie in order to tend to a crying baby and fast-
forward over commercials and rewind a fantastic sports play certainly makes
the experience of watching television better.
In Creating Customer Evangelists, Ben MacConnell and Jackie Huba

describe 6 tenets of customer evangelism:
1. Customer Plus-Delta
Rather than gathering customer feedback only at discrete points like focus
groups or satisfaction surveys, gather feedback continuously. This is more
advantageous for small businesses anyway because it is less expensive that
running formal research. While this feedback can primarily come from direct
customer interaction, it should also include investigating what people are
saying about you on the web, gathering feedback on your website, third-party
customer interviews, and even creating a customer advisory board. The two
questions you are looking to answer, signified by the “plus” and “delta”
respectively, are “what is working well” and “what needs to be improved.”
2. Napsterize your knowledge
Give away the information you have. Let customers share and exchange
information and let them try before they buy. By giving away your knowledge,
you help spread the word on your company, product, or service. This also
makes it easier for your customers to share information about you with their
friends. In addition, it may lead to other opportunities like partnerships,
product extensions, and new markets.
3. Build the buzz
While buzz happens between consumers, there is much that even a small
company can do to help it spread. Give your customers something worthy of
mention, and give it to them often. Start by focusing on the “hubs”, people
that can spread the word for you the fastest. And provide them with tools to
help them spread the word, whether it be flyers, coupons, samples, or
examples.
4. Create community
People want to feel that they belong to something. Providing a vehicle for
your customers to connect with each other will offer benefits to all involved.
While customers can share experience and advice, they will also become
more loyal consumers. Whether it be face-to-face or online clubs, discussion
groups, or newsletters, connect with your customers often and help them
connect at the same time.
5. Make bite-size chunks
By offering a trial or introductory version of your product or service, you can

eliminate many of the hurdles to the buying decision. Consumers can taste,
touch, or experience your offering with little commitment, then be more
confident in their decision to follow-up with a buy. In addition, it gives you a
much larger army in your target market to spread the word on your product.
6. Create a cause
When customers form an emotional bond with your company, they are much
more likely to evangelize and to remain loyal. The most effective ways to
encourage that bond are to adopt a cause or sell a dream. A cause can be a
charitable organization or a commitment to community service. McDonald’s
Ronald McDonald House is an extreme example of a cause, but small
companies have many opportunities as well. A sporting goods store can
sponsor a little league team and a woman’s clothing store can donate
proceeds to breast cancer research. Stonyfield Farms, a producer of all-
natural organic yogurts and ice creams, has leveraged a number of these
tenets to become a successful organization. In the early 1990’s, with around
5 employees, Stoneyfield introduced the “Adopt-a-cow” program which
allowed customers who made frequent purchases to receive an adoption
certificate, photo, and biography of an actual cow on the farm. This created
quite the buzz and gained the company significant PR exposure. In addition,
the company sends out a “Moosletter” to keep a continuous dialog with
customers. They donate 10% of profits to causes that help protect the earth
and they are dedicated to environmental and socially responsible business
practices. During this time, Stonyfield has grown from $6 million to $100
million in sales.
Customer evangelism does have some drawbacks.
First, when you rely on others to communicate your message, you lose
some control over the message itself. You cannot carefully craft the feature
list, the differentiators, or the vocabulary. You cannot even guarantee that the
evangelists are spreading positive opinions of you and your product.
Second, you cannot make customers tell your story. Your product must be
different or exciting enough for them to want to talk. Customer evangelism is
based on the business’s loyalty to the customers and the customer’s loyalty
to the business. Finally, the spread of your value proposition is limited by the
number of evangelizing customers you have and the frequency of these one-
on-few interactions the evangelists have with other prospects in your target
market. Therefore, growth for a small business using this method is likely to
be slow.
While customer evangelism is an effective method for marketing to new

prospects, it is also a great way to keep those customers you have. It is
expensive to acquire new customers, so the entrepreneur must also focus on
keeping existing customers. By creating customer evangelists, the business
is also creating loyal, long-term customers.
Professional opinion
People often frown when I state my company’s name – Mission Centenarian
(MC). Not many people have heard of it, and it’s likely neither have you. I
don’t market large scale (there aren’t enough people in Pakistan who take
their health seriously), in fact I have no marketing expense AT ALL. The
company is marketed by customers who are so satisfied and taken by the
programs that they can’t help but spread good words about it with friends,
family & co-workers. I have my own personal (unpaid) PR team delivering
positive messages in the most powerful manner possible – word of mouth,
from a trusted source. The company has been around for nearly 3 years now,
so I assure you, start taking Evangelism Marketing seriously.
With the boom of social media & most of my clients being SEC A avid users
of facebook, friendster, MySpace, twitter etc – it’s even easier now than ever,
to make your product or brand something it’s users will help spread. When
UPL lost a contestant on a reality show, the world knew within hours and a
firestorm started (without mainstream media).
A post recession business needs to find cost effective methods of

marketing without extensive expenditure. Online evangelism, which costs
next to nothing, is one way to advertise your products.
Personally, you could call me a Brand Evangelist for Engro because of all the
good they do (Read the Engro CSR Report 2007), they’re a Pakistani
Company (this is as patriotic as I get) and they’re products are great. I
promote Engro Food’s “Omore”, Hilal Food’s “Fresher” & several other home
bred brands as part of the MC meal plan.
For an ambitious company, it’s critical to read blog posts, forums & tweets
that relate to your brand, so you can find the people who voice the positive
and negative aspects of the company and brands they offer. Using the data
you can work towards mending your errors and getting to the heart of the
complaint.
Like countless others, it’s likely your company has a Facebook page, so you
can identify your brand evangelists. You can also subscribe to service-
specific alerts or use a conversation search engine to see comments across
social media.
The next step costs little or nothing – contact the brand lovers and haters.
Haters can give you unedited feedbacks without a filter which will help you
determine why that market is pushing away. This is two-fold; you get
constructive feedback and you gain their trust because unlike your
competitors, it appears you want to provide value for money.
As for the evangelists, you need to find out what aspects of the product or
service they really like after which you should sign them up to be entitled to
perks such as upcoming product info, sampling gigs & gift certificates –
provided they up the ante on public praises. Of course you must be thinking,
“why reward them, they’d do it anyway”, but I think you should as this keeps
them around in the long run. Remember to have them agree on a non
disclosure agreement if you plan on giving them access to upcoming
products & their subsequent lines for obvious reasons.
To avoid any hiccups in the long run, make sure there’s transparency about
the evangelists renewed relationship with the company – incase there’s a
leak, it could look very bad if customers found out you “paid people to
deceive” (which would be the mainstream media spin unless you’re a huge
company is Pakistan). The practice is no doubt deceptive & questionable by
many consumer groups (BoltaConsumer.com) but by having supporters
today, they will indefinitely serve as backup when you’re under fire.
At some point, you may have to consider getting a form of surveillance on

your evangelist – just to make sure they represent the brand consistent with
the way you do. You might have to go so far as provide a form of training
about brand practices/culture in order to save your evangelists the
humiliation of coming across as dense folk promoting you without pay.
To keep your costs low, send in an entry level employee, MT or intern (a

popular practice of SME’s) as the point of contact who can directly
correspond with the evangelists, keep an eye on blog posts and other social
media they use. This way you have outsourced what would have been the
promotion & brand maintenance aspect of the marketing teams’ job, clearing
their work load to concentrate on innovative projects and campaigns.
Evangelism Marketing is a great way to promote your brand, product or

service as it empowers your customers & encourages others to follow suit
with positive discourse positively. It doesn’t cost much and the rewards last a
lifetime. Cost<Benefit = Enough Said!
Babar Javed is Owner & Managing Director of Mission Centenarian, a

health & fitness company founded in 2007, which comprises of a network of
personal trainers in Karachi. He was most recently the chief marketing officer
at Élan Guides & has worked with GlaxoSmithKline & UBL Fund Managers
as well. Currently pursuing an undergraduate degree in Marketing from
SZABIST, his key interests lie in social media, brand activation & advertising.
THE CUSTOMER EVANGELISM MANIFESTO
“ We are encouraging our clients to fly Southwest Airlines. We are buying

more stock…and we stand ready to do anything elseto help. Count on
our continuing support. ”
— Southwest Airlines customer Ann McGee-Cooper, in an October 2001

letter to Southwest President Colleen Barrett
Ann McGee-Cooper is a Southwest Airlines customer who stands by a

company she loves.
After the 9/11 attacks, which crippled and jeopardized airlines for
months, McGee-Cooper wrote Southwest a letter. She said she was
persuading clients, friends and family members to fly Southwest
Airlines. She was purchasing tickets on their behalf. She bought the
companyʼs stock. Perhaps most tellingly, she included a $500
checkwith her letter, saying that the airline needed the money “more
than I do.”
She is more than a loyal customer; SHE IS A CUSTOMER EVANGELIST.
Airlines often consider loyal customers as those who accumulate the

most frequent flyer miles. This is true for other businesses too, such as
grocery stores, clothing stores, pipe-making companies or furniture
manufacturers…they may define loyal customers as those who
purchase repeatedly. But this loyalty may be driven by convenience or
low prices. In effect, they are repeat customers, not necessarily loyal
customers.
Repeat customer are not necessarily loyal customers

Relying on a frequent-purchaser model exclusively presents lost
opportunities. A frequent purchaser may not recommend you. He may
even bad-mouth you to friends, colleagues or customers in line or
online for any number of reasons.
A customer evangelist not only purchases from you regularly, she feels
compelled to tell others. Ann McGee-Cooper honestly considers
Southwest part of her family. This doesnʼt mean that Southwest is for
everyone; it has its share of detractors who donʼt care for its policies of no-
reserved seats and low frills.
But your business isnʼt for everyone, either.
What makes Southwest and other companies with dedicated armies of

evangelists stand apart from their competitors?
They have crossed the emotional chasm that separates most businesses
with customers. Their customers believe.
They donʼt do it with trickery, or by having the lowest prices, or the fanciest
web site. They do it by being authentic.
Southwestʼs executives boil it down to “doing business by the Golden

Rule.” In almost every example weʼve found, itʼs the opposite of what
most people consider a professional “corporate” relationship.
TO UNDERSTAND HOW A CUSTOMER EVANGELIST BEHAVES, HERE ARE

SOME CLUES:
• They passionately recommend your company to friends, neighbors and

colleagues.
• They believe in the company and its people.
• They purchase your products and services as gifts.
• They provide unsolicited praise or suggestions of improvement.
• They forgive occasional sub-par seasons or dips in customer service.
• They do not want to be bought; they extol your virtues freely.
• They feel part of something bigger than themselves.
The lessons from the original evangelists—the religious believers who

roamed the back ways of the world to spread the word of their faith —
teach us that beliefs are based on emotional connection, deep-seated
convictions and the promise of a better way. Strongly held beliefs
compel many of us to tell others. The root of the word “evangelist” is
based on “a bringer of the glad tidings.”
But this manifesto is not about religion. Itʼs a diatribe against traditional
marketing practices. They no longer work. Theyʼre being
usurped by customer-driven referrals as the valuable new currency in an
organizationʼs growth.
“THE WORLD IS CHANGING”.

Technology has leveled the playing field to make quality less of a
competitive advantage. Product and service saturation is rampant.
Weʼre drowning in a sea of media. In a world with so much choice, how
do people even make decisions anymore. By relying on trusted friends,
colleagues or family members.
Empirical evidence shows the best indicator of year-to-year revenue

growth is the organizationʼs net number of customer evangelists. The
more people who recommend your product or service, the more likely
sales will grow.
In the new world of marketing, evangelists act as key influencers on future

customers. The ideal scenario is when a customer has been made on
your behalf well before they hand over their credit card.
WHAT’S WRONG WITH MARKETING TODAY?

“Whos to blame/for this state of distress?
Its the Marketing Director! We all confessed.”
If its not the messenger that companies shoot first, then its the marketing
director.
In 2001, Harpell, a Massachusetts ad agency, surveyed prospective

technology marketing managers to discover their pains. Respondents
said, “My budgets been cut but I have to produce more.” “Im on my
way out the door.” “My staffs been cut.” It was a bleak report.
As part of a marketing campaign to promote its services, Harpell

produced an oldtimey, saloon-style, song with plunky piano about the
trials and tribulations of a marketing director who is continually blamed
for lackluster sales. Harpell reminds us that whether its the marketing
directors fault or not, she usually takes the bullet for disappointing
sales.
Why? Lets examine the current marketing environment.
“MARKETING TODAY IS BASED ON 1960S PRINCIPLES”
Most college marketing classes still teach the 4 Pʼs: product, place,
price and promotion. E. Jerome McCarthy introduced the 4 Pʼs in 1960.
Forty-four years later, most marketing education programs are still
based on the 4 Pʼs. Promotion, the fourth of the four, is all about
advertising, sales promotion, public relations, and personal selling.
Most college marketing textbooks today cover very little, if any, about
word of mouth and customer evangelism.
“MARKETING IS ADVERTISING.”
The next time youʼre at cocktail party, ask someone for their definition of
marketing. Chances are theyʼll say its advertising. Worse yet, your
imbibing test subject may define marketing as telemarketing, which is
more like caveman marketing — hunt random fields of prey and beat
the ones you can catch into submission.
Unfortunately, the common definition of marketing is what we are

bombarded with everyday: advertising. Author David Shenk surmises
the average person is exposed to more than 3,000 advertising
messages per day. Our senses are under continual assault, much of it
by bad or meaningless information.
Which marketing professionals are glamorized in the media? Ad

executives. Remember the devious ad agency owner played by Heather
Locklear on the television show “Melrose Place?” How about the lead
characters on the show “Thirty something?”
Dustin Hoffman was the beleaguered father and ad agency executive in

the Oscarwinning film “Kramer vs. Kramer.” The Darrin Stevens
character from the popular Bewitched TV sitcom was an ad man. Ad
execs, all of them! When was the last time a customer service manager
was the hero of a blockbuster film? Donʼt answer that.
“POWER GOES TO THOSE WITH THE BIGGEST BUDGETS”
How do some marketing managers measure their success in the
corporate hierarchy? By the size of their advertising budgets. Bigger ad
budgets are often more about coalescing internal power; the bigger the
budget, the more influence you wield internally and with external
partners. Helping customers solve problems is not necessarily at the
top of the list. At some large companies, you had better spend your
annual budget completely or youʼll receive less money next year.
Whatʼs the fastest way to spend money? Mass advertising. Ambitious
marketers are given few incentives for creating customer evangelists
and word-of-mouth programs that cost
dramatically less than mass media budgets. Unfortunately, many company

marketers are promoted and hired based on the size of the budget they
grew and managed, not on the results they delivered.
“MARKETING MUST PRODUCE RESULTS NOW, DAMNIT”

Our technological society demands instant gratification. We want our
food fast and our Internet connections blazing. Why save up and pay
cash for something when you can have it now on credit? So it goes for
marketing.
The stock market rewards companies for growing revenues and profits
quarter by quarter. Wall Street has no interest in long-term investment.
The Street does not want to hear about money spent on customer
evangelism and loyalty programs. Investment bankers care only about
one thing: the number of new customers you will generate in the next
12 weeks.
Revenues down? The Street wants to know what actions you will take
now. It rewards layoffs with a stock-price bump. If sales are slipping,
panicked CEOs often order marketing directors to throw more money at
print materials for the field sales force. Or create a new and more
aggressive telemarketing campaign.
“MARKETING IS DESPERATE”
The globalization of commerce has produced an economy rich with
choices. How do we decide, really, between 165 cereal products and 85
different breakfast bars?
Every day, we are inundated with ads on television, buses, under
computer browser windows, in the waiting rooms of physicians and
dentists, on phone cards, on the backs of lottery tickets and on
banners towed by noisy planes circling around crowded beaches,
annoying people trying to get away from it all. At 3,000 advertisement
exposures per day, thatʼs 188 messages per hour, three per minute,
every minute of every day.
With so much competition, mass media ads must scream louder and
more often just to squeeze through the clutter. In 1980, ad agency
pioneer David Ogilvy argued that ads must run at least nine times
before a future customer grasps your message. Of course he would. He
was an ad executive who made money from the size of your ad budget
and the number of times you ran your ad. With this desperation
marketing the mass advertiser pleads with you to please, please, please…
nine or more times, actually…buy!
“Creating customer evangelists and word-of-mouth
programs….cost dramatically less than mass media
[advertising]”--
Continuous repetition of mass media ads is like adding water to the

ocean.
If a company cannot differentiate its products or focus on a specific

target audience, then it usually settles for advertising “the lowest
price,” the last refuge of a company that has lost its way.
“Acquiring a new customer is five times more expensive than

keeping a current customer happy”--
Itʼs the thrill of the chase. The opening scene in “Kramer vs.
Kramer” shows Dustin Hoffman accepting congratulations from his ad
agency peers; he says that landing the coveted $2 million Revlon
account was “one of the five best days of my whole life.” Landing new
customers is sexy, like cavemen slaying a gazelle on the grasslands.
Keeping current customers, like gathering nuts and berries and
growing a garden, is hard work.
“MASS MARKETING IS DYING”--

Response rates for several campaign tactics continue their
inevitable decline. Measures of the average Internet banner click-
through range from 0.005 to 1 percent. The average direct mail
response rate is 1-2 percent. Response rates for television and print
advertising remain unclear. Measures such as “brand awareness” and
“purchase intent” are vacuous at best.
“Landing new customers is sexy…keeping current customers…
is hard work”--
Traditional message platforms are so crowded theyʼre no longer
effective. Marketing principles are from a vastly different world.
Exponential growth of a media-driven culture, the ubiquity of
information sources and since 1994, the advent of the World Wide Web
have made mass media effectiveness inert. Continuous, mind-numbing
marketing repetition is clogging the arteries of trust and attention every
day.
Thereʼs evidence for the decline among traditional advertising and the
rise of word of mouth for making future purchases:
HOW PEOPLE GET INFORMATION ABOUT………………………………..
WORD OF MOUTH ADVERTISING
Restaurants 83% 35%
Prescription drugs 71% 21%
Hotels 63% 27%
Cars 58% 36%
Computers 40% 18%
Financial services 57% 12%
Napsterized knowledge:- Make it a point to share knowledge

freely--
How do we evolve from the primordial ocean of advertising? How do we
help our best customers become our best sales people?
We find there are six common strategies among organizations that

benefit from remarkable levels of customer evangelism. We call these
strategies the six tenets:
How do you employ these tenets? Here are a few ideas.
1. Customer plus-delta--
Understand what evangelists love by continuously gathering their
input. Dallas Mavericks owner Mark Cuban is a feedback machine. He
conducts mini-surveys with nearly every fan he meets, asking how to
improve the fan experience (the “delta” in plus-delta). His email
address shows up on the American Airlines Arena scoreboard. Build-a-
Bear Workshop, the interactive retailer where children can build their
own personal stuffed animals, uses a “Cub Advisory Board” as a
feedback and decision input body. The board is made up of twenty 8-12
year olds who review new product ideas and give a paws up or down.
Maxine Clark, the companyʼs Chief Executive Bear, says that after 6
years in business, 99% of products in the store are customer ideas.
2. Napsterize your knowledge--

The original Napster, the file-sharing service that turned the music
industryʼs distribution system on its ear, taught us that sharing your
knowledge freely increases the perceived and actual value of
knowledge by making it more accessible. The more knowledge you
share with the world, the more that people will tell others about it. Fans
around the world devote dozens of hours weekly to their product or
company websites and weblogs. Embrace them. Invite them to meet
your back-office team. Give them plenty of statistics, photos, and
anything else they need for their websites. For companies that primarily
sell to other companies, discover routes to sharing more
information among all of your trading partners so the experience of being a

customer becomes more valuable. The more knowledge you share…
the more that people will tell others about it.
3. Build the buzz--

Customer evangelists are often information junkies. Theyʼre influencers
who spread the latest news through their networks. That provides them
stature and authority. Theyʼll use many mediums to spread buzz about
products or companies, whether itʼs face-to-face with friends and
family, or huge audiences via email, online forums or chat rooms.
Shepherd your evangelists into a special program, where theyʼre given
a backstage pass to try new products or meet the rock stars of your
company.
4. Create community--
Provide like-minded customers the chance to meet one another.
PAETEC, a telecommunications company that provides services to
hotels, universities and other companies, hosts informal customer
dinners around the country. Current customers and key prospects are
invited for food and good company. No boring PowerPoint
presentations here; just customers talking about their
telecommunications challenges and how much they love PAETECʼs
service and support. Prospects are sold on the company by other
customers. When customers meet one another underneath your
umbrella, the value you deliver as a vendor increases exponentially.
5. Make bite-size chunks--

Even if a customer doesnʼt purchase, she may spread favorable word of
mouth because she could try before buying. Bite-size chunks of your
products and services reduce risk, sales cycles and offer up-front
value. Those are three key qualities evangelists seek out.
[Give] your customers…a backstage pass to try new
products or meet the rock stars of your company--
6. Create a cause--
Companies that strive for a higher purpose – like supporting “freedom”
as Harley-Davidson and Southwest Airlines do — often find that
customers, vendors, suppliers and employees naturally root for its
success. A well-defined cause can change the world, no matter how big
or small. Customer evangelists crave emotional connection and
validation; a well-defined cause generates strong emotional
attachments.
“THE WORD OF MOUTH REVOLUTION IS UPON US!”

Todayʼs always-on information has turned competition in a 24-hour
playing field. To compete now and in the future, focus your energies on
creating a loyal following of passionate customers who support them
and evangelize everyone who will listen. Fan the flames of customer
love. Demonstrate that you appreciate their support in good times and
bad. Give them meaningful, authentic reasons to work harder for you;
the investment is repaid by evangelists like Ann McGee-Cooper.
Practical Examples
Evangelism marketing is an advanced form of word of mouth marketing (WOMM) in
which companies develop customers who believe so strongly in a particular product or
service that they freely try to convince others to buy and use it. The customers become
voluntary advocates, actively spreading the word on behalf of the company.
Apple Inc.
Apple Inc. is an American multinational corporation that designs and manufactures
consumer electronics and computer software products. The company's best-known
hardware products include Macintosh computers, the iPod, and the iPhone. Apple
software includes the Mac OS X operating system; the iTunes media browser; the iLife
suite of multimedia and creativity software; the iWork suite of productivity software;
Final Cut Studio, a suite of professional audio and film-industry software products; and
Logic Studio, a suite of audio tools. As of January 2010 the company operates 284 retail
stores[2] in ten countries, and an online store where hardware and software products are
sold.
Apple inc. use evangelism marketing also to market their products
Guy Kawasaki, the former chief evangelist of Apple Computer, to be the Father of
evangelism marketing.Apple Inc. is known for its innovation and product quality .People
have faith in their product quality ,this is the reason why evangelistic market benefit
Apple Inc.
Network TwentyOne
Network TwentyOne, also known as N21 or Network 21, is an education and training
company supplying Professional Development Programs to Independent Business
Owners (IBOs) working with the Quixtar and Amway network marketing business
opportunities. Network TwentyOne operates in more than 36 countries. It was founded in
1989 by Americans Jim and Nancy Dornan, IBOs in Amway and Quixtar. The Dornans
were Founders Crown Ambassadors in Amway as of 2006
This organization also build evangelistic networks for the IBOs
.they form network of such people who trust their product and encourage other to try their
product.
Amway
Amway is a direct selling company and manufacturer that uses multi-level marketing to
sell a variety of products, primarily in the health, beauty and home care markets.[3][4][5]
Amway was founded in 1959 by Jay Van Andel and Richard DeVos. Based in Ada,
Michigan, the company and family of companies under Alticor reported sales growth of
15%, reaching US$8.2 billion for the year ending December 31, 2008.[1] Its product lines
include home care products, personal care products, jewelry, electronics, Nutrilite dietary
supplements, water purifiers, air purifiers, insurance and cosmetics. In 2004, Health &
Beauty products accounted for nearly 60% of worldwide sales.[6] Amway conducts
business through a number of affiliated companies in more than ninety countries and
territories around the world.[7] It is ranked by Forbes as one of the largest private
companies in the United States[8] and by Deloitte as one of the largest retailers in the
world.
Amway also uses evangelism marketing to marketing thier product
Because they are direct selling organization . evangelistic network help them to spread
awareness among mass.
Telebrands India
Telebrands is the largest telemarketing, mail order and wholesale organisation in India.
they enjoy the privilege of loyal brand of a strong brand loyalty and will always remain a
trust-worthy name as it delivers to perfection its promise of Quality, Value & Service.
A great deal of Telebrands success and competitive edge can be attributed to the creative
presentation and high quality of shows and print advertisements. An extensive range of
telecasting channels are utilized for effective presentation of shows including networks
like Doordarshan, Star Plus, AXN, The Discovery Channel, Home TV and many more.
Apart from a prominent presence on Television, Telebrands effectively uses more than
350 publications in various languages. To name a few: The Times of India, Bombay
Times, Hindustan Times, New Woman, Cosmopolitan etc.
Telebrands also take help of evangelistic network because

they are selling product direct to consumer showing demos only on television.consumers
are not able to get live demos ,so evangelism marketing is very essential for Telebrands.
CONCLUSION
Detailed Findings from the study
Currently we live in a very technological and extremely different world than even
as little as a 2-3 years ago, let alone a decade. It seems as though the traditional
marketing years are losing their dominance rather quickly. Although, it is true, the
traditional marketing strategies will never go away. The question we really need
to ask ourselves is difficult as we are individuals from all sorts of groups, such as
marketers, advertisers, search marketers, SEO experts, evangelists, etc. etc. So,
what is this difficult question that we speak so highly of?
Where is marketing going?…and..Who are the real evangelists?
This question has really to deal with a couple major techniques and we will
explain this. But, really, we are talking about Word of Mouth Marketing, Viral
Marketing and Customer/User Evangelism at it’s best.
Let’s look at digg.com. The site is a breeding ground for open source evangelists
that are really technologists at heart. This is a prime example of viral marketing
strategies that are really driven by the customer. Well, in this case open source
software, it would really be the user.
Another example with digg.com, is Apple. Apple’s customer base is really

expanding at a dramatic pace. Yes, they do have those extremely comedic
commercials on TV and traditional marketing techniques, this much we know.
What we want to delve into is the number of evangelists they have developed
around the world that continuously tell others about their products. We’ll even
give you a personal example, anyone that asks me whether to buy a Mac or PC,
I recommend the Mac. This is an example or word of mouth marketing and
customer evangelism at its best.
So, why is this important to the rest of us and why is this important to marketers?
Well, the answers to these questions are quite simple. We need to learn as
marketers and brand marketers to really build around our customer base. Create
an outlet to ensure that our customers are becoming evangelists for our
organization. Just like the traditional marketing tactics, we will not see an end to
internal company evangelism roles, this is in-escapable. There is though a great
opportunity, now, more than ever, our customers, employees and clients are
becoming evangelists and marketers on our behalf. Thus, we are enlisting
volunteers to speak highly about your company’s products and services without
any internal campaigns or effort.
So, we have address the what’s, the who’s, the why’s. But, really, how do we get
this done and how do we execute on this.
Truthfully, the answer is right at your fingertips. As we mentioned above about

Apple and digg.com. Find out where your users/customers are going and doing
and really ensure that they have an avenue to speak highly of you. Creating
catchy and sticky products and campaigns will also give your customers an
opportunity to spread the word. Learn your social media sites and how you can
use them to your advantage.
From a search engine optimization and/or marketing standpoint, you can use
blogging to increase rankings and readers. Most people really relate blogging to
blogging for dollars, but in this case, blog for your brand. Ensuring that your
blogging is very well optimized for word of mouth and viral techniques, like email
this, digg this, share on facebook, etc. is highly critical. Gives your brand a
massive growth opportunity without you even lifting a finger. Make this all highly
accessible and let your customers spread the word for you, because, like the
saying goes, “If you build it, they will come.”
Discussions and Inferences drawn
Customer – evangelism is crazy today in every sphere. Due to amplification in
various promotional media, it is essential for marketers that they encourage their
old customers to behave like their sales force and public relation managers.
Evangelism marketing is one of the tools to turn the devoted customer into
selfless sales force and public relation manager of the company.
Wikipedia defines the evangelism marketing as “an advanced form of Word of

Mouth Marketing(WOMM) in which companies develop customers who believe
so strongly in a particular product or service that they freely try to convince others
to buy and use it. The customers become voluntary advocates, actively
spreading the word on behalf of the company”.
The word “evangelist” comes from Greek word eu-angelos, meaning “Bringer
of good news”. The customer bhakti or evangelism is nectar for the organization.
These days, the customer –evangelist marketing has become talk of circle; that
is why SEO specialists at Round Square Interactive say “in past few months and
recently I have heard more about evangelists to enthusiast evangelism that I
have in my entire life. From technology evangelist to Enthusiast evangelists to
Consumer- evangelists, everyone seems to be promoting evangelist lately”.
Future Implications of the trend on the
dynamic marketing scenario
In May 2006, Marketing Sherpa's research team partnered with the folks at
CNET's business network (they publish such sites as ZDNet andTechRepublic)
to ask business execs what marketing had directly influenced a technology or
services purchase decision in the past 12 months. This had to be a purchase
they’d already made or authorized.
Guess what? All of the top three answers were … offline.
That's right. Word of mouth was number one at 48.3%. Conferences and trade
shows were number two at 41.9%, and print magazines were number three at
40.6%. (Folks could give more than one answer, so this added up to far more
than 100%.)
Seems that prospects don't trust vendor sites or marketing materials these days.
They certainly trust the trade press and analysts a bit more—especially if these
are in print (ah, the power of ink and paper you can hold in your hand). When it
comes to a high-priced technology purchase decision, however, most executives
trust their colleagues and peers more than anyone else.
This says something a bit sad about the state of trustworthy voices coming from
b-to-b copywriters and marketing communicators these days.
But, on the other hand, it opens a giant field of opportunity. What? you ask.
Evangelism marketing. Chances are your competitors are working so hard on
generating new business from all the typical channels—ranging from direct mail
to search—that they've ignored the power of word of mouth.
But in the meantime, shouldn't more of your budget and staff time be devoted to
the marketing medium that's proven—by this study at least—to be the most
powerful one for directly influencing business buying decisions?
Why not start an evangelism marketing brainstorming session at your company

today? One quick tip: Throw out any ideas about bribing word of mouth. Only
genuine unforced enthusiasm works in this med
BIBLIOGRAPHY
1. www.wikipedia.com
2. www.marketing.com
3. www.google.com
4. www.marketresearch.com
5. www.marketfundas.com
6. Research Methodology. ( Harper W.Boyd, C. R. Kothari )
APPENDIX
QUESTIONNAIRE
I am a student of PGDM from JAIPURIA INSTITUTE OF MANAGEMENT,

LUCKNOW conducting a survey on Evangelism marketing.
[1] Did you know about evangelism marketing?

yes______ no ______
[2] Did you know about word of mouth marketing?
yes _______ no ______
[3] How effective is evangelism marketing ?
Very effective _____
Effective _____
Cant say _____
Not effective _____
[4] Future prospect of such kind of marketing

Evangelism Marketing

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JAIPURIA INSTITUTE OF MANAGEMENT,

Submitted To: Submitted By:

The satisfaction and euphoria that accompany the

Sr. Chapter Name Page No.

• To know awareness level of evangelism marketing.

Evangelism marketing is sometimes confused with affiliate marketing. However,

As they act independently, evangelist customers often become key influencers.

“Marketing research is a systematic problem analysis, model building and fact

MAIN STEPS INVOLVED IN MARKETING

(1) Define the problem and its objectives.

Identify the problem :- Identifying the problem involves getting

Determining the specific Information needed :- In general

Determine the sources of information :-

Decide Research methods for collecting data :- If it is

Survey Method :- In this method, information gathered directly from individual

The Panel Research :- In this technique the same group of respondents is

Planning of the sample

Tabulate, Analysis and Interpret the Data :-

• awareness level of evangelism marketing

• First, I had to know about evangelism marketing.

3. Choice of research design – alternatives & choice

Despite the difficulty of establishing an entirely satisfactory classification system,

The two general types of research are:

Conclusive studies attempts to determine the frequency with which something

A questionnaire consists of list of questions to be asked from the respondents

Questionnaire in the project consists of:

 Multiple choice questions

MULTIPLE CHOICE QUESTIONS:

the tabulating process.

OPEN END QUESTIONS:

5. SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?

NONDISGUISED, STRUCTURED TECHNIQUES

This type of sampling is chosen purely on the basis of convenience and

1. Sampling Technique :Non probability sampling (A non

2. Sample Unit : 1 Individual

3. Sample size : 200 respondents

5. Data analysis method : Graphical method.

6. Area of survey : Lucknow

7. Timing of survey : 9.00 am to 03.00 pm

• Questionnaire was prepared keeping the objective of research in mind.

• Questions were asked to respondents as regards to there willingness .

• The help of questionnaires conducted direct interviews, in order to get

• In order to get correct information I had to approach consumers ranging

• In order to collect accurate information I visited to colleges, each and

• Theoretical data was collected from internet.

Inference :- The awareness level of evangelism markrting is not good

[2] Did you know about word of mouth marketing?

Inference :- Awreness level of word of mouth marketing is far better than

Very effective _____

not effective, 20 very effective, 27 very effective

Inference :- respondent has positive response towards enagelism

 No time available for interviewing the respondents. As a result of this it

 When I interviewed management students, sometimes they use to give

 As the questionnaire were filled during lunch time sometimes

 Non-cooperative approach and rude behavior of some respondents.

Authors Ben McConnell and Jackie Huba explain how to convert

Customer plus-delta: Continuously gather customer feedback.

Napsterize knowledge: Make it a point to share knowledge freely.

Build the buzz: Expertly build word-of-mouth networks.

Create community: Encourage communities of customers to meet and share.

Make bite-size chunks: Devise specialized, smaller offerings to get customers to

Create a cause: Focus on making the world, or your industry, better.

McConnell and Huba profile highly successful companies to illustrate

Alternative Marketing Techniques for Entrepreneurs