Permission MarketingPart Two

Turning Strangers Into Friends, and Friends Into Customers

Summarized by Bob GriffinBy Seth Godin

Permission Marketing PM is

Anticipated Personal Relevant

• Refer to bottom of page 49

It allows consumers to participate in a long-term, interactive marketing campaign where the reward is for paying attention to relevant messages

Share of the Customer, rather than more customers

BCBSMA example – firing 70% of your customers helps

One-to-one Marketing Peppers & Rogers:

1. Increase your share of wallet2. Increase customer relationship durability3. Increase product offer to current customers4. Create an interactive relationship that leads

to meeting more of customer’s needs

The one-to-one marketer works to changehis focus from finding as many new customers as he can— to extracting the maximum value fromEvery customer that he already has.

The Permission Marketer works to change the focusfrom finding as many prospects as he can to converting the largest number of prospects into Customers — then leveraging this permission on an ongoing basis.

TIDBITS A customer who

distracts you, or one that cherry picks your organization (line of products), or one that requires a disproportionate percentage of your companies time and resources is worth letting go.

Customer Service has always mattered, but now that power has shifted to the consumer, it matters a great deal more.

It’s important to recognize that some customers carry a negative value with them, and it can be very wise to get rid of them.

The Joanne Kates Story Read it out-loud from book Take notes How can she do this on the web?

Permission Marketing Marketing Crisis that Money won’t solve? PM – The Way to Make Advertising Work Again The Evolution of Mass Advertising Getting Started – Focus on Share of Customer,

Not Share of Market Frequency Builds Trust and Permission

Facilitates Frequency The Five Levels of Permission Working with Permission as a Commodity

Permission Marketing Everything that you know about

Marketing on the Web is Wrong! Web Context

Case Studies Evaluating a PM Program

Become Familiar with the Permission FAQ

Marketing Crisis?You’re not paying attention; nobody is.

Discussion: Consumers are spending less time seeking

other solutions

Keeping Mass Marketing Alive

Keeping Mass Marketing Alive

Spend money in odd places Make ads controversialand entertaining

Change ad campaignsmore often

peak interestkeep fresh

Marketers areabandoning ads andreplacing with directmail & promotions

CONSUMER

Spending it in odd places Campbells Soup Macy’s Thanksgiving Day Parade Kellogg’s WWW Upper income demographic is hardest to reach Catalina Corporation – Coupons Companies buying “ads” within stores; top of taxis; in

stadiums; marquees; outer space

                                                                                            

Controversial and Entertaining

Calvin Klein Ads Super Bowl Ads

Interesting and Fresh Tony the Tiger Charlie the Tuna Marlboro Man Nike without swoosh Apple without “tag line” Domino’s, Papa John’s,

Pizza Hut changing approach

Direct Marketing Marketers now

advance 52% of their ad budgets to Direct Mail and Promotions

$200 billion spent on ad last year; $100 billion Direct Mail

Catch 22 of Interruption Marketing

1. Human beings (HB) have a finite amount of attention2. HB have a finite amount of $3. More products offered; less $ to go around4. To capture attention & $, interruption marketing must do

more advertising5. Costs big $6. Spending more $ to get bigger returns creates MORE

CLUTTER7. The marketplace is completely satiated with advertising

Catch 227. The more they spend, the less it works. The

less it works, the more they spend, which means there is more and more clutter.

Two Ways to get Married; Five ways to Date

1. Proposing to everyone in the bar

2. Looking for someone in the bar to have “a date” with

Five Steps in Dating

1. Make an offer for the “first date” - incentive

2. Getting attention, you offer a reason to keep going (curriculum)

3. Reinforce the incentive

Five Steps in Dating

4. Increase the level of permission

5. Over time, leverage the permission to change customer behavior toward profit