Date post: | 28-Nov-2014 |
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Business |
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Permission Marketing
An introduction to the Seth Godin way of
marketing
“Businesses can no longer rely
on traditional forms of
"interruption marketing" in
magazines, mailings,
telemarketing, radio or
television”.
(As the name implies, interruption marketing is a way of communicating with potential customers whether they want to hear from you or not...)
The more noise there is out there, the more businesses have to do to try and
get your attention
It means shouting out their message to as many people as possible
And hoping that if they keep on trying, sooner or later, someone will be interested in buying whatever it is
they’re selling
But today’s consumers are bombarded by so
many marketing messages
They’re just not listening anymore
It’s time to stop and try something else
“Permission Marketing” is the opposite of “Interruption” Marketing
It doesn’t interrupt people’s time, space or peace of mind
It realises that treating people
with respect is the best way to
earn their attention
It aims to attract, interest, convert and retain customers in long-term relationships by only marketing to people who give
their permission
Once someone has expressed an
interest in what you are selling, it asks
for their permission before contacting
them again
So only the people who are genuinely interested in what you’re selling, hear from you...
Once a prospective customer volunteers his or her time to hear what you have to say ...
...you're on your way to establishing a long-term relationship with them and making a sale
It’s Opt-In for the consumer not Opt-Out
It means that every communication is:
AnticipatedRelevantPersonal
Not an unwelcome interruption
Not an unwelcome interruption
Every contact with the prospective customer, should move them one step
further up the “permission” ladder
From Stranger to Friend, Friend to Customer and
Customer to Loyal Customer
The Five Permission Levels
Intravenous – the marketeer makes the purchasing decision on behalf of the customer eg book clubs, magazine subscriptions
Purchase on Approval – customer pays in advance but doesn’t necessarily use the product/service eg gym club subscription
Loyalty Points – customer buys more of the product/service in response to incentives eg Air Miles, Loyalty Cards
Personal relationships – individual –to - individual but not transferrable
Brand Trust – a trustworthy name can take over 50 years to build and can be over-stretched
Situation – Opportunistic eg “Do you want fries with that?” at McDonalds
Once first contact has been made, then every following contact
should offer an incentive and be more and more tailored to answer
the prospective customer’s business problem
The only time “Interruption marketing” is ever acceptable is the very first time
contact is made
By replying to an advert, exchanging business cards at an event, sending an enquiry via your
website, being referred by someone else...
Anything else is just unwelcome junk
And wins new business!
Regular contact builds familiarity and trust over time