Simple Short Summary: Traditional marketing methods involve revolving an idea around television ads, paper ads, and internet pop-up ads but this technique become less effective in the modern world where consumers are overloaded with information, therefore, to overcome this problem marketers use permission marketing as it allows consumers to choose whether or not to be subjected to marketing.
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Permission Marketing Summary
Failure of Interruption marketing
Interruption marketing fails because it becomes incapable of gaining the attention of potential customers.
Even with interrupting non-stop to customers to get attention, marketers fail to sell any product.
However, permission marketing works by taking advantage of the attention.
In permission marketing, marketers spend time interrupting a stranger to catch his attention and urge him to opt-in. Once a potential customer opt-in, marketers spend time talking to him every day.
Marketers educate a customer about products feature and benefits and convince him to buy products.
The marketer approach works because he sends anticipated, personal, and relevant messages to a potential customer to educate him about the product feature.
What will happen when you send personify message to each customer?
A personalize message talks with the customer as a friend and influences more than a random message display at a random location.
Imagine a marketer receives a response of thirty-five percent because of personifying messages. This strategy works because you interact with each customer one at a time, with individual message exchange with his permission.
Crafting a message for each customer only appears tough, but with technology, it is easy. Even marketers interrupt customers with multiple messages because it works better than one entice message.
Craft your offer with the customers benefit in mind and reward them for paying attention.
Your offer must show a clear benefit to the audience and update periodically to stay fresh, or else it becomes obsolete.
With time, the offer works and attracts new customers every day.
Five-level of permissions In Permission Marketing
Marketers use permission marketing to turn a stranger into a friend to a customer and then to a loyal customer. The five levels of permission include intravenous, points, personal relation, brand trust, and situation permission.
Intravenous permission, the highest level permission, in which the marketers make customer’s buying decision.
The opportunity and downside for marketers are huge if marketers choose the wrong product to gain profit or misuse the permission, the permission cancels.
Why anyone allows intravenous permission to marketers?
It depends on two reasons: the first reason is to save time, money and avoid making a buying decision, and the second reason is to avoid shortage of supplies, for example, milkman makes sure you never run out of milk.
However, some customer does give intravenous permission but still confirm the product before paying the bill.
Therefore, marketers approve from these customers before actually buy something.
Suggested Reading: The Four Agreements Summary.
Point permission retains customers attention by giving them enticing rewards to come back.
A customer receives few green stamps every time he makes a sale from the store.
He collects stamps to eligible for offers, and the store uses a green stamps to reward loyalty and build frequency.
Stamps program works better than putting a product on sale, and even putting the product on sale is unmeasurable.
However, the trouble of giving cash discounts overcome by the points program. Point programs can be divided into two categories: chance and liability modal.
In the chance modal, a customer never earns a cash reward, however, he earns a chance to win more rewards. The low cost is the advantage of the chance modal and one more stamp almost cost zero to marketers.
The drawback of the chance modal, if a customer thinks the winning chance is low, he never participates.
Thus, marketers make a compelling offer to change customers’ behavior.
In the liability model, every point has a cost, hence it eliminates the fear of fraud or scam.
The downside is if every point costs a real amount then changing customer behavior becomes costly.
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Personal relationship, the third level permission, essentials for business growth.
Using the personal relationship marketers refocus and modify the attention of customers’ behavior.
However, personal relationship divides into three groups: highly permission contacts whom marketers can call, teach, and sell product; the second group consists of people whom marketers have some degree of permission because of previous contacts and word of mouth, and the last group includes strangers where marketers start from scratch to get permission.
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The Brand Trust Level:
Campbell, Ivory, Starbuck, and even Tom Peter communicate brand trust, the third level permission.
Brand trust communicates a value because a new book of Tom Peter instantly gets the attention of thousands of people and everyone buys it.
On the contrary, if he writes two or three valueless books in a row. The next time majority of folk will not pay attention.
Therefore, the power of the brand plays a significant role in broadcasting awareness of the new product.
Example: A brand like Volkswagen launches a new product and receives the attention of millions of people. On the other hand, if a newly launch Korean company launches a car, it hardly receives the attention of thousand people.
Once a company builds brand trust, it breeds brand expansion. Each time a brand launches a new product and satisfies customers, the permission enhances.
When two or three products of a brand and all satisfy customers, chances are the customers try the next one. However, when a brand dissatisfies customers trust and abuses their permission, the permission cancels.
So once the reputation of the brand ruin, it never reestablishes the reputation as earlier.
Therefore, the brand preserves customer trust.
Suggested Reading: Managing Oneself By Peter F. Drucker Summary.
The Situation Level:
Situation level permission, the last level permission, starts with the question May I help you?.
McDonald’s front line workers always use situation level permission, and you even hear them saying, every time you visit McDonald, Do you want fries with that sir?
However, when situational level permission doesn’t handle properly, it disappears.
A company must invest time and cash to educate its front-line workers to leverage permission.
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Every marketer starts with spam, the sixth level permission known as uninvited advertising.
In fact, sending junk emails in bulk becomes easy since emails cost almost zero to marketers. Spam also includes direct mails, radio, and television ads.
In brief, junk email is the king of spam.
Favorite Quote From The Book
“Creating value through interaction is far more important than solving a consumer’s problem in thirty seconds.” ― Seth Godin
“Permission Marketing is the tool that unlocks the power of the Internet.” ― Seth Godin
“Permission Marketing represents a huge threat as well as a huge opportunity.” ― Seth Godin
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