Permission marketing

Syam Prathipati

Intro

• Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.

- Seth Godin• It recognizes the new power of the best

consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.

Permission is like dating.

• You don't start by asking for the sale at first impression. You earn the right, over time, bit by bit.

• Permission doesn't have to be a one-way broadcast medium. The internet means you can treat different people differently, and it demands that you figure out how to let your permission base choose what they hear and in what format.

Sundance Vacations

• Sundance Vacations is a travel company that allows customers to buy vacations in bulk. The company employs a method of permission marketing by going out to sporting events, shows and more and getting people to sign up to win their annual sweepstakes. The entry forms that are filled out contain an agreement that says the company is allowed to contact the person filling the form at the methods provided by the entrant. The potential client's signature is considered a form of consent to contact them, which allows the company to then email and phone market to entrants

Limitations

• Though supporters of Permission marketing claim it to be effective over Interruption Marketing, there is a paradox. Permission marketing is inevitably initiated with Interruption Marketing. To develop a permission-based relationship with a prospect, the very first step is always in the form of traditional marketing, where the marketer has to win the prospects attention

Reference

• http://sethgodin.typepad.com/seths_blog/2008/01/permission-mark.html

• http://www.forbes.com/sites/onmarketing/2014/04/30/seth-godins-permission-marketing-turns-15/#7de16a8d1fc4

• "Sundance Vacations/Dowd Marketing on the American Business Awards“

• http://www.en.masterbase.com/solution/permission_based_marketing.asp