Permission Marketing

The name says it all. You need your customer’s permission to apply marketing practices on them.

For some customers mass media campaigns don’t work and “interruption marketing” (such as spam) only helps to promote negative feelings towards your brand.

If you ask permission to send ads through email, regular mail, trials, etc., your customer will probably appreciate this more and will pay more attention to them.

Many customers accept any type of advertising that comes to them because it makes them feel appreciated. This doesn’t mean that they are going to pay attention to them.

1. Offer the ability and incentive to volunteer

2. Educate your customer about your brand and products / services over time

3. Reinforce the incentive to maintain the customer’s permission

4. Offer additional incentives to get more permission from the customer

5. Over time, leverage the permission to change customer behavior over profit

Steps for an effective permission marketing campaign

Stop smoking campaign

Out-of-box ideas

Clorets “endless freshness” campaign

Traffic safety campaign

Consumers define the boundaries of their relationship with businesses.

Compare two scenarios.

In the first case, the consumer provides a marketer just his or her e-mail address and permits the marketer to send one promotional message a month.

In the second case, the consumer provides detailed information about tastes and preferences and permits the marketer to target promotional messages at him or her.

Clearly, in the second case, the consumer has provided a greater role for the marketer and hence, it represents greater permission intensity.

High permission intensity is characterized by three factors: high information quantity, high information quality and information usage flexibility.

Permission intensity

Permission marketing Models

Burger King “Have it your way”

“The subservient chicken”

http://www.subservientchicken.com/pre_bk_skinned.swf

THP.orgFeed the hungry supermarkets campaign

Quiksilver: dynamite surfing (viral)

http://www.youtube.com/watch?v=6xfBNxNds0Q

: ad market

: permission pool

“Clue” board game

Eisenbahn Beer

Permission marketing models allow for two kinds of exit or opt-out strategies: partial or complete.

In partial opt-out, the consumer indicates that he or she wants to stop receiving advertisements in a sub-category.

For example, this may occur when the consumer may have been interested in a category for only a short period of time.

New models now allow consumers to specify a date after which they will be automatically opted out of a category.

Exit strategies

In complete opt-out, the consumer decides to terminate a relationship with a particular marketer and hence, will not receive any more promotional messages.

A distinction must also been drawn between overt targeting systems such as permission marketing and covert targeting mechanisms.

In covert targeting mechanisms, cookies are used to track the surfing behavior of individuals and to serve up banner ads, etc. Consumers are unaware of this tracking process. However, when applying permission marketing, the consumer is an active participant in the targeting process.

Exit strategies

Permission marketing usage level