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Chapter 2 Permission Marketing

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Stella Lee

on 25 September 2013

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Transcript of Chapter 2 Permission Marketing

Chapter 2 Permission Marketing
Li Bingjie
Interruption Marketing, the old way of advertising and selling products isn't working as well as it used to
CHAPTER 2 PERMISSION MARKETING-THE WAY TO MAKE ADVERTISING WORK AGAIN &
CHAPTER 3
THE EVOLUTION OF MASS ADVERTISING

Interruption Marketer
"research" the ideal place to run the ads
interrupt people and hope that one in a hundred will go ahead and buy something
fire their agency
fancy ads
fail
Interruption Marketer
two things in order to have an economy
people who want things
a scarcity of things they want
Without
scarcity,
there's no basis for an economy
Permission Marketer
strangers
lifetime customers
friends
Permission Marketing
time!
time
time
time
time
time
time
Interruption Marketing
wastes our time
enemy
fail at selling
Permission Marketing
volunteer
talking to
calmly and succinctly
serves both consumers and marketers in a symbiotic exchange
THE FIVE STEPS TO DATING YOUR CUSTO
MER
Offer the prospect an incentive to volunteer
something interesting enough
provide a benefit to the consumer for paying attention
offer to customer incentive
second chance
Using the attention offered by the prospect, offer a curriculum over time, teaching the consumer about your product or service
teach them about your product
on specific, focused ways
over time
Reinforce the incentive to guarantee that the prospect maintains the permission
Offer additional incentives to get even more permission from the consumer
increase the level of permission
gather more data of customer
offer a new category of product for the customer's consideration
Over time, leverage the permission to change consumer behavior towards profits
PERMISSION
Permission Marketing cuts through the clutter and allows a marketer to speak to prospects as friends, not strangers.
If you have to personalize every customer message, that's prohibitive. Permission Marketing takes the cost of interrupting the consumer and spreads it out, over not one message, but dozens of messages. Permission Marketing campaign is turning strangers into friends and friends into customers.
PERMISSION
Permission Marketing encourages consumers to participate in a long-term, interactive marketing campaign
Permission marketing is
anticipated,
people look forward to hearing from you

personal,
the messages are directly related to the individual
relevant.
the marketing is about something the prospect is interested in
PERMISSION
PERMISSION MARKETING IS AN OLD CONCEPT WITH NEW RELEVANCE
it's hard work
requires patience
requires a leap of faith
requires infrastructure
Permission Marketing is a measurable processThe more you commit to Permission Marketing campaigns, the better they work over time.
If Permission Marketing is so effective, and the ideas behind it not really new, why was the concept not used with effectiveness years ago?
Permission Marketing has been around forever, but it takes advantage of new technology better than other forms of marketing. The internet is the greatest direct mail medium of all time, and the low cost of frequent interaction makes it ideal for Permission Marketing.
Permission Marketing is the tool that unlocks the power of the internet.
As new forms of media develop and clutter becomes ever more intense, it's the asset of permission that will generate profits for marketers.
CHAPTER 3
THE EVOLUTION OF MASS ADVERTISING
Mass Advertising Created Mass Marketers
Years
ago
no credit cards
no telephones
no Federal Express
word of mouth
door-to-door canvassing
responsive
trusted
capable
example in drama <Big Dyehouse>
quality
word-of-mouth recommendations
sponsor
Without a mass communication infrastructure or the technology to expand, businesses stayed small and local. It was impossible for them to imagine a nationwide advertising campaign.
GIANT BRANDS GAVE RISE TO INTERRUPTIBLE MEDIA
The industry revolution ushered in a new era in whih traditional handicraft was replaced by industrial technology.
Many entrepreneurs saw the opportunity that came from scaling their businesses and raised the money to do just that.
the development of the car and the truck made it possible to deliver things that were made more than a few miles away. Suddenly, companies could buy things in bulk, manufacture many items and then ship them around the country, and even around the world.
As a result of these investments, companies needed mass advertising. big companies had no choice but to discover a way to get lots and lots of people to buy the output of their factories.
GIANT BRANDS GAVE RISE TO INTERRUPTIBLE MEDIA
GIANT BRANDS GAVE RISE TO INTERRUPTIBLE MEDIA
Marketing rapidly became the most profitable part of the enterprise
First enamored and then addicted
In the 1920s, advertising men were considered the saviors of industrialized society
Interruption Marketers needed something to interrupt, so newspapers flourished and magazines were started by the thousands. Did interruption marketing lead to the creation of mass media as we know it? Absolutely!
CRISCO: PRODUCT-DRIVEN MARKETING EVOLUTION
success quickly
limited supply of cottonseed oil
they created Crisco, a product designed to replace lard just as Ivory had replaced homemade soap
CRISCO: PRODUCT-DRIVEN MARKETING EVOLUTION
permission marketing
paying the train lines (the equivalent of today's airlines) to use Crisco instead of lard in the pies they served onboard (and to inform their customers when it was served)
P&G held society teas in all the major cities, asking a leading citizen to invite the leading ladies to attend. Of course, everything offered to go with the tea was baked with Crisco.
P&G didn't try to sell the product. Instead, they promoted the free cookbook.
CRISCO: PRODUCT-DRIVEN MARKETING EVOLUTION
Interruption Marketing
they had a sales base, they wanted to expand it, fast. So they began buying advertising anywhere they could find it. And because there was so little clutter, the advertising popularized the brand quickly and cheaply.
HOW INTERRUPTION MARKETING CREATES PERMISSION OPPORTUNITIES
easy
scaleable
predictable
fit the command and control bias of big companies
profitable
Interruption Marketing allowed the big brands to become even bigger and more dominant. This has two important implications.
behavior by these top advertisers dictates and drives the market as a whole.
there are virtually no first generation marketers working at these companies.
Permission Marketing represents a huge threat as well as a huge opportunity. Just as the fax machine altered the landscape of courier services and Federal Express, Permission Marketing will change the way companies market products.
Many of the big companies will stick to their knitting and remain faithful to the marketing methods that got them to where they are today. This creates mammoth opportunities for new companies, for companies with nothing to lose, for companies with the flexibility and initiative to try a very different way of gaining and keeping customers.
<Mansion House>
<Big Dyehouse>
Thank you !
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