[IKEA & APPLE] Selling the Dream - the new Marketing Strategy that works for the long term

Traditional marketing is dead.
Gone are the days where you need to hard-sell anymore.

Today, it is all about having the customers be your "evangelists", where they are the ones that will help to market and promote your products and services.

I think Ikea and Apple products really hit the home run.
They have done it well.

Many a time, the reason we go to shop in IKEA is because we know how many IKEA products solve many home living problems, and we will recommend it to others.
For example. watch the video about how IKEA solve storage problem like below:

For Apple products, we all know that Apple products are good in terms of speed, and not easily hacked by a virus. Thus it is safer. Now your data can be better protected. Plus, save money on those antiviruses updates.

Many a times, we help to promote those product features to our friends and family, and thus we become the product evangelist.

This is one of the best promotional tools ever when all the customers help to viral the products through word of mouth and social media.

According to Guy Kawasaki, this is called evangelism.

To understand more, you can read more about it in the book: "Selling The Dream" by Guy Kawasaki.

A summary of what evangelism is about for marketing:

Concept	Traditional Sales	Evangelism
Motivation	Make money	Change the world
Philosophy	Sell to	Convert
Method	Impose	Expose
Goal	Quota	Referral
10 percent	Commission	Tithing
When	8am-5pm	Anytime
Where	Clubhouse	Anywhere

Reference
http://www.marketingprofs.com/4/huba9.asp
https://archive.org/download/art-of-the-start-guy-kawasaki/art-of-the-start-guy-kawasaki.pdf