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Permission Marketing
Part Two
Turning Strangers Into Friends,
and Friends Into Customers
Summarized by Bob Griffin
By Seth Godin
Permission Marketing
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PM is
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Anticipated
Personal
Relevant
• Refer to bottom of page 49
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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
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BCBSMA example – firing 70% of your
customers helps
One-to-one Marketing
Peppers & Rogers:
1.
2.
3.
4.
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
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.
TIDBITS
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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.
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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.
The Joanne Kates Story
Read it out-loud from book
 Take notes
 How can she do this on the web?
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Permission Marketing
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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.
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Discussion:
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Consumers are spending less time seeking
other solutions
Keeping Mass Marketing Alive
Keeping Mass Marketing Alive
CONSUMER
Spend money in odd places
Make ads controversial
and entertaining
Change ad campaigns
more often
peak interest
keep fresh
Marketers are
abandoning ads and
replacing with direct
mail & promotions
Spending it in odd places
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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
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Calvin Klein Ads
Super Bowl Ads
Interesting and Fresh
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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
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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.
2.
3.
4.
5.
6.
7.
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
Catch 22
7.
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.
2.
Proposing to
everyone in the
bar
Looking for
someone in the
bar to have “a
date” with
Five Steps in Dating
1.
2.
3.
Make an offer for
the “first date” incentive
Getting attention,
you offer a
reason to keep
going
(curriculum)
Reinforce the
incentive
Five Steps in Dating
4.
5.
Increase the level
of permission
Over time,
leverage the
permission to
change customer
behavior toward
profit