Transcript Permission Marketing - Bob Griffin`s Web Site

Permission Marketing
By Seth Goden
As told to you by
Bob Griffin
Permission Marketing

Crisco example (page 56)
 How interruption marketing works (Page 58)
 Frequency builds trust and permission marketing
facilitates frequency
 Trust is built over time with $ and commitment

Trust < familiarity < awareness < message < advertising
Permission Marketing

Advertising agencies
measure success in terms of
frequency and reach
 Reach = how many people saw the ad
 Frequency = how often did they see it


Page 84 - allegory - flowers
Permission Marketing is the
tool that makes frequency
work
Frequency
> awareness > familiarity > trust > $
Permission Marketing

The Internet is the best form of
“direct marketing” medium in
existence today
 And it is a great conduit for
Permission Marketing
 Why?
 What are the attributes that
lend itself to it?
Permission Marketing

Once you have
earned permission
you must keep it and
attempt to expand it




PM is nontransferable
PM is selfish
PM is a process, not a
moment
PM can be cancelled at
any time

Why can’t it be
transferred?

APR
Permission Marketing

PM is selfish --- why?


The consumer is in
charge and is saying
what is in this for me?
What do I get out of
this if I do what you
ask me to do?
It is a process --- not
a moment

See page 140,
Marshall Industries
Permission Marketing

PM can be cancelled
at any time

Scheherazade, page
142