Permission Marketing (Seth Godin)
1 rating since posting on Saturday, March 26, 2005
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With the advent of the Internet, the two-way dialog now possible between marketers and their prospects is causing "interruption advertising" to give way to desired communications. The resulting process, termed "permission marketing" by its founder, Seth Godin, is based on five key steps: 1. Attract initial attention with an incentive of personal interest This first step typically employs traditional interruption advertising. However, in a break from the past, the product or service being marketed need not be featured. The intent is to get prospects to volunteer their attention and "raise their hands" if interested in learning more. This granting of permission is known as "opting in" and is a legal requirement for promotional use of email and Fax to eliminate spamming. 2. Initiate a curriculum-learning process about the product Focusing on product benefits, this interactive experience is driven by email and the Web and, over time, provides a rewarding exchange of information. Since prospects are nurtured at their own rate of acceptance and will only buy when they are ready, there is no rush. 3. Build trust by providing reinforcing incentives to maintain or increase interest These incentives and the communications surrounding them should be anticipated, relevant, useful, frequent, and personal. A common business-to-business incentive is information that improves productivity by anticipating future requirements. 4. Increase the level of permission With additional permission, the marketer can obtain more information about the customer's needs, enabling more effective up-selling and cross-selling. 5. Leverage increased permission to change the customer's behavior At the highest level, the business-to-business marketer moves from being viewed as a supplier to being viewed as the customer's partner in profitability improvement. In the process, the marketer earns the right to sell in more flexible ways. These may take the form of restocking privileges, longer-term contracts, or participation in the customer's planning and design process. - Unsubscribed , posted 03/26/05 |
Permission Marketing (Seth Godin) was recommended for:
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