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Permission Marketing Part Two

Permission Marketing Part Two. Turning Strangers Into Friends, and Friends Into Customers Summarized by Bob Griffin By Seth Godin. Permission Marketing. PM is Anticipated Personal Relevant Refer to bottom of page 49

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Permission Marketing Part Two

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  1. Permission MarketingPart Two Turning Strangers Into Friends, and Friends Into Customers Summarized by Bob Griffin By Seth Godin

  2. 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

  3. Share of the Customer, rather than more customers • BCBSMA example – firing 70% of your customers helps • One-to-one Marketing • Peppers & Rogers: • Increase your share of wallet • Increase customer relationship durability • Increase product offer to current customers • Create an interactive relationship that leads to meeting more of customer’s needs

  4. Very important point The one-to-one marketer works to change his focus from finding as many new customers as he can— to extracting the maximum value from Every customer that he already has. The Permission Marketer works to change the focus from finding as many prospects as he can to converting the largest number of prospects into Customers — then leveraging this permission on an ongoing basis.

  5. 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. TIDBITS

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

  7. 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

  8. 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

  9. Marketing Crisis?You’re not paying attention; nobody is. • Discussion: • Consumers are spending less time seeking other solutions

  10. Keeping Mass Marketing Alive

  11. 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

  12. Controversial and Entertaining • Calvin Klein Ads • Super Bowl Ads C A L V I N K L E I N

  13. 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

  14. 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

  15. Catch 22 of Interruption Marketing • Human beings (HB) have a finite amount of attention • HB have a finite amount of $ • More products offered; less $ to go around • To capture attention & $, interruption marketing must do more advertising • Costs big $ • Spending more $ to get bigger returns creates MORE CLUTTER • The marketplace is completely satiated with advertising

  16. Catch 22 • The more they spend, the less it works. The less it works, the more they spend, which means there is more and more clutter.

  17. Two Ways to get Married; Five ways to Date PM is like dating • Proposing to everyone in the bar • Looking for someone in the bar to have “a date” with

  18. Five Steps in Dating • Make an offer for the “first date” - incentive • Getting attention, you offer a reason to keep going (curriculum) • Reinforce the incentive

  19. Five Steps in Dating • Increase the level of permission • Over time, leverage the permission to change customer behavior toward profit

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