Permission Marketing

Turning Prospects into Followers That Buy

Advertising Clutter

Interruption 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

The Marketing Crisis That Money Won’t Solve

•As clutter has increased, advertisers have responded by increasing clutter. The result is – polluted scene because no one owns the problem and no one is working hard to solve it.

•Average consumer sees about 1 million marketing messages a year and about 3000 a day

•The quality of products has increased dramatically

•We already have our favourite brand for almost everything

•World Wide Web – around 2 million different commercial websites – around 25 people for every single website...

Keeping Mass Marketing Alive

•Marketers are spending more money in odd places – not just TV, but parking meters, parades, www, on the floor of the aisle,....

•Marketers make advertisement even more controversial and entertaining

•Change marketing campaigns more often in order to keep them “interesting and fresh”

•Many marketers are abandoning advertising and replacing it with direct mail and promotions – about 52% of the annual ad budgethttp://www.trendhunter.com/trends/top-50-shock-controversial-ads

To conclude....

1.Human beings have a finite amount of attention. As the amount of noise in your life increases, the percentage of messages that get through inevitably decreases.2.Human beings have a finite amount of money. And because your attention is limited, you'll only be able to choose from those things you notice.3.The more products offered, the less money there is to go around. It's a zero sum game. Every time you buy a Coke, you don't buy a Pepsi. 4.In order to capture more attention and more money, Interruption Marketers must increase spending. Spending less money than your competitors on advertising in a cluttered environment inevitably leads to decreased sales.5.But this increase in marketing exposure costs big money Interruption marketers have no choice but to spend a bigger and bigger portion of their company's budgets on breaking through the clutter.6.But, as you've seen, spending more and more money in order to get bigger returns leads to ever more clutter.7.Catch-22: The more they spend, the less it works. The less it works, the more they spend.

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

Why Permission BasedMarketing?Attention and Time:

- has value- scarce resource

Efficient and HumanCustomer share vs. Market share

The alternative is Permission Marketing:•It offers the consumer an opportunity to volunteer to be marketed to (opt-in)•and it rewards them for paying attention to an increasingly relevant messages

From Stranger to Friend, Friend to Customer and

Customer to Loyal Customer

Permission Marketing is...

Anticipated – people look forward to hearing from youPersonal – the messages are directly related to the individualRelevant – the marketing is about something the prospect is interested in

Permission Marketing turns strangers into friends, and friends into customers.

It takes the cost of interrupting the customer and spreads it out, over not one message, but dozens of messages

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

Five Steps To Date Your Customer:

Every contact with the prospective customer, should move them one step further up the “permission” ladder

1.Offer the prospect an incentive to volunteer – a bait

2.Using the attention offered by the prospect, offer a curriculum over time, teaching the consumer about your product or service

3.Reinforce the incentive to guarantee that the prospect maintains the permission

4.Offer additional incentives to get even more permission from the consumer

5.Over time, leverage the permission to change consumer behaviour toward profits

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

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...

You have permissionto contact me withfurther questions:

tanya.dimitrova@inholland.nl

Anything else is just unwelcome junk

http://www.youtube.com/watch?v=M_eYSuPKP3Y

And wins new business!

Regular contact builds familiarity and trust over time

More examples....

Expedia Cruise Ship Centers

Permission-based Email Marketing in Action