I have been reading a lot lately and I came across a famous marketer whom most people probably already know of “Seth Godin”. He has a book called “Permission Marketing”. He explains that marketers need to think of marketing in terms of one on one interactions as opposed to mass marketing techniques or interruption marketing as he coins it. A good exerpt from the book is ”
The camp uses permission marketing to accomplish this. The first step is to advertise at camp fairs and in magazines that feature groups of ads from summer camps. But unlike virtually all of her competitors, Joanne isn’t trying to sell her camp. She knows that no one chooses a summer camp for their children on the basis of a two-inch square black and white advertisement.
Instead, her only goal in the ad, and at the trade show, is to get permission to send a video and a brochure. The ad sells the brochure, not the camp. Call the camp’s number and her staff will immediately qualify your interest and then send a video (perhaps the best produced camp video in the market) and the brochure (also extremely well- done.)
The only goal of the video is to get permission to have a personal meeting. It doesn’t sell the camp. It sells the meeting.
Now, fully qualified, and having seen the testimonials, the photographs, the facilities and the happy campers, the family is ready to be sold on the camp. And that’s done in person.
Once a camper attends for a summer, odds are that he or she will stay for more summers and bring a brother or sister as well. Which makes the sale worth nearly $20,000. By using Permission Marketing, Arowhon is able to make these significant step-by-step sales, with a very high efficiency.
At each step, the only goal of the next step is to expand permission. She interrupts to get permission to send a video using a small print ad, she uses the video to get permission to visit, she uses the visit to get permission to sell one summer and she uses the summer to sell six more. By focusing media on getting permission instead of making the ultimate sale, marketers are able to get far more out of their expenditures. The response rate to a free sample or an affinity program or a birthday club might be five or ten times the response rate of an ad asking for a sale.”
This illustrates a new revolutionary way of thinking. Hopefully we will see more companies using these techniques instead of interrupting our precious time.