Permission Marketing Part Three Turning Strangers Into Friends, and Friends Into Customers: Permission Levels Summarized by Bob Griffin By Seth Godin Five Steps in Dating 1. Make an offer for the “first date” - incentive 2. Getting attention, you offer a reason to keep going (curriculum) 3. Reinforce the incentive Five Steps in Dating 4. Increase the level of permission 5. Over time, leverage the permission to change customer behavior toward profit The Five Levels of Permission Marketing 1. Intravenous (Purchase on Approval) 2. Points 3. Personal Relationships 4. Brand Trust 5. Situation Intravenous Subscription type service Automatic, replenishment Saves time. Saves money Q uic kT im e™ an d a T IFF ( Un co m pr e ss e d) d ec o mp r es s or a re n ee d ed to s e e th is p ictu r e. Good for people who don’t like to make decisions Extremely relevant (avoids stock outs) Pottery Barn attitude Points S&H Green Stamps Q uic kT im e™ an d a Big Y (Red, Blue, Silver & Gold Q uic kT im e™ an d a T IFF ( Un co m pr e ss e d) d ec o mp r es s or T IFF ( Un co m pr e ss e d) d ec o mp r es s or a re n ee d ed to s e e th is p ictu r e. a re n ee d ed to s e e th is p ictu r e. Coins) Catalina Coupons Q uic kT im e™ an d a How could this be T IFF ( Un co m pr e ss e d) d ec o mp r es s or a re n ee d ed to s e e th is p ictu r e. used more interactively? The Personal Relationship Cambridge Technology Partners (page 121) Q uic kT im e™ an d a T IFF ( Un co m pr e ss e d) d ec o mp r es s or a re n ee d ed to s e e th is p ictu r e. The way of life for QuickT ime™ and a T IF F (Uncompressed) decompressor are needed to see this picture. auto repair, lawyers, doctors, dentists, insurance sales Bad service or interaction can cancel Q uic kT im e™ an d a T IFF ( Un co m pr e ss e d) d ec o mp r es s or a re n ee d ed to s e e th is p ictu r e. the permission QuickT ime™ and a T IF F (Uncompressed) decompressor This can easily lead to are needed to see this picture. the “intravenous level” Brand Trust Level AOL (page 125) Bell Atlantic Co-branding can be dangerous Sprint in Radio Shack Martha Stewart in K-Mart Situation Level “May I help you…” Brookstone, Sharper Image, Banana Republic, Radio Shack Car sales High physical / social proximity Call centers Always trying to upgrade the permission 4 Keys to setting up your PM web Site 1. Test and Optimize Your Offer 2. Make the Permission Overt and Clear 3. Use computers (not people) to send and receive information 4. Focus on Mastery - online consumers need to feel smart Evaluating a PM Program What’s the bait? What does an incremental permission cost? How deep is the permission that is granted? How much does incremental frequency cost? Evaluating a PM Program What’s the active response rate to communications? What are the issues regarding compression? Is the company treating the permission as an asset? How is the permission being leveraged? Evaluating a PM Program How is the permission level being increased? What is the expected lifetime of one permission?
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