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 nam
e implies, in
marketing terruption
is a way of
communicat
ing with pot
customers w ential
hether they
hear from yo want to
u 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
 The Marketing Crisis That Money
Won’t Solve
•As clutter has increased, advertisers have
But today’s consumers are
responded by increasing clutter. The result is –
polluted scene because no one owns the
bombarded by so many
problem and no one is working hard to solve it.
marketing messages
•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
 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
 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.
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
 t i n g
t r e a
h a t t i s
es t p e c
a l i s r e s n
r e i th e a r
It l e w y to
e o p w a
p e s t o n
b t i
the atten
h eir
t
 Once someone has
expressed an
interest in what you
are selling, it asks
for their permission
before contacting
them again

It aims to attract, interest, convert

and retain customers in long-term
relationships by only marketing to
people who give their permission
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
establishin
g a long-
term
relationshi
p with
them and
making a
It’s Opt-In for the consumer not
Opt-Out
Why Permission Based
Marketing?
Attention and Time:
- has value
- scarce resource
Efficient and Human
Customer 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
Permission Marketing is...
Anticipated – people look forward to
hearing from you
From
Personal Stranger
– the messages toare
Friend,
directly
related to the individual
RelevantFriend to Customer and
– the marketing is about
Customer
something to Loyal
the prospect Customer
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
Five Steps To Date Your
Customer:
Once with
Every contact firstthe
contact has been made,
prospective
then
customer, every
should following
move contact
them one step should
offer
further up an incentive ladder
the “permission” and be more and
more tailored
1.Offer the prospect to answer
an incentive to the
volunteerprospective
– a bait customer’s business
problem
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

 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
 You have permission
to contact me with
further questions:
tanya.dimitrova@inholland.nl

By replying to an advert, exchanging

business cards at an event, sending an
enquiry via your website, being referred by
 Anything else is
just unwelcome
junk
http://www.youtube.com/watch?v=M_eYSuPKP
Regular contact builds familiarity
and trust over time

And wins new business!

 More examples....

Expedia Cruise Ship Centers

Permission-based Email Marketing in Action