Some people are more than just satisfied with the products they purchase. Some people actively promote the products and companies behind them.
Apple Inc., with its iPhones that are a trend in Canada, is celebrating its ninth anniversary on July 11, 2011. These phones are of high quality. Many consumers, bloggers, and critics of the media have long praised Apple and its design philosophy. These “evangelists” who don’t actually work for Apple but endorse its entire product range are not employees.
Other cell phone manufacturers rarely inspire the same level of devotion. Some people may like certain phone models but not the company behind them.
Most companies would love to see this kind of enthusiasm from their customers, retailers, and reviewers. How can they attract these external evangelists to their company?
Our business school conducted a study to explore this question. They examined Ontario wineries. These wineries have small marketing budgets and are mostly small. They have, however, inspired a lot of devotion in consumers and commentators for their cool climate wines.
Similar to religious conversion
The improvement in grape and wine quality over the last few decades is a major factor for this success. High quality isn’t enough to encourage evangelism.
Researchers began by observing the activities of customers at wineries. The researchers also interviewed winery employees who had no connection to the wineries but were involved in their products. Reviewers, retailers, and restaurateurs are examples. The study looked at how their opinions and relationships with wineries changed over five years.
Research revealed that evangelism is similar to religious conversion. (Perhaps fitting, given wine’s long-standing association with religion).
Wineries begin the process by hosting events that include customers and other participants. Wine tastings and vineyard tours are examples.
They are conducted in a similar way to religious rituals. Participants are involved in ritual procedures such as the steps of wine tasting. They use symbolic objects like descriptive labels and special glasses for different types of wine.
Emotional responses
They also involve evocative storytelling and social interaction. One set of rituals focuses on the pleasures that wine can bring. The second set focuses on the history of wine and its production. They talk about the family traditions and those of their region. They often trace their roots back to Europe’s “old country.” Third, the rituals are meant to emphasize the increasing prestige of the wineries as they produce more and better wines.
Prince Charles takes a sip of Ontario wine while touring a Niagara-on-the-Lake winery in Ontario in 2009. (THE CANADIAN PRESS/Nathan Denette).
Some participants have emotional reactions during these rituals. The participants feel a sense of joy for being able to share in a happy event with others. The complexity of wine impresses them. It is eye-opening for them to discover the different wine types. The winemakers’ efforts to perfect their craft are also admired.
These responses create emotional connections between participants, winemakers, and the wine itself. They become evangelists. Then, they promote the wines and wine-making regions. They have made wine more than just a bottle.
It is interesting to note that certain participants seem more susceptible to this type of conversion. Some people identify as “foodies” and “wine enthusiasts,” and others strongly identify with Ontario’s wine-making regions. Both groups are likely to respond emotionally and become evangelists.
Some people buy in, but not all.
In contrast, those who consider themselves to be simple consumers are less likely to become evangelists. They want a good wine at an affordable price. This is also less common among people who have a strong professional identity, such as quality control inspectors. They view the rituals as merely marketing exercises.
Apple has similar elements at play. Its supporters and consumers are described as cultlike. Steve Job is charismatic but demanding high priest. (A segment from The Simpsons TV show highlighted this quasireligious perspective.) Apple’s products are not mentioned in some ads. They emphasize Apple’s role in customers’ lifestyles.
Research also shows that authentic experiences are more likely to lead to evangelism when companies provide them. This authenticity creates emotional responses and mutually supportive relationships. If consumers see rituals as artificial extras, they won’t have the desired reactions.
Some tech companies have now added ” Chief Advocates ” to their marketing departments in order to support this process. They act as external ambassadors for their company’s practices.
The size of the person is not a guarantee.
Business owners don’t have to be wealthy or large to inspire evangelism. It’s important to be able to build authentic relationships. Canadian Whisky Distilleries, for example, are typically larger and more wealthy than Ontario wineries. These distillers are not nearly as successful in inspiring evangelism.
However, even successful evangelism does not guarantee enduring success. Look at Blackberry (formerly Research In Motion). The email-centric devices, with their physical keyboards, once inspired so much devotion among business professionals they were called “crack-berry addicts”.
Apple’s touchscreen phones expanded the appeal of smartphones beyond business emails. They brought in more customers and allowed for more applications. In the end, it was the new religion that overtook its predecessor. Apple is now facing dangers as a result of the evolution of technology.
