Introduction Chapter 1: Good News & Bad News: You're Leaving Billions on The Table Chapter 2: Success Comes From a Series of Subtle Shifts Chapter 3: A Revolutionary System for Creating Consumer Electronics Evangelists Chapter 4: Your Product: Naming & Pricing Chapter 5: Everything Begins With Consumer Insights Chapter 6: How To Understand What Your Consumers Know (Or Techniques For Obtaining Consumer Insights) Chapter 7: Don't Repeat Anything Your Engineers Say. Ever. Chapter 8: How Public Relations Kills Consumer Electronics Chapter 9: A Public Relations Prescription Chapter 10: Communications Platforms Chapter 11: The Joys of Mainstream Consumers & Word-of-Mouth Chapter 12: How to Enjoy Consumers Evangelists & Rule The World
Alex Goldfayn is a secret weapon marketing consultant, advisor and
speaker for the top consumer electronics manufacturers in the
world, and their agencies. He helps clients with their brand
strategy, marketing, messaging and positioning. Alex's clients
include Blackberry, T-Mobile, Virgin Mobile, Sony and TiVo. Alex is
a former syndicated technology columnist for the Chicago
Tribune.
He lives in the suburbs of Chicago with his wife and children.
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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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