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Permission Marketing

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					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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