Turning Strangers into friends, and friends into customers.

1. Permission Marketing
Turning Strangers into friends, and friends into customers.
Prepared By Ashri Del Rio
Digital Strategist, ABS-CBN
Twitter @iamashri

2. Permission Marketing
Turning Strangers into friends, and friends into customers.
What you will see
• Who is Seth Godin?
• What is Interruption Marketing?
• What is Permission Marketing?
• Interruption Vs Permission Marketer
• How to get new customers through Permission?
• Five levels of Permission
• What to do when marketing on the web?
• 12 Popular Myths
• Permission Marketing in the context of web
• Six benefits of Direct Marketing
• Five simple steps to any Permission Marketing campaign
• Four keys to setting up your Permission- Based Web Site
• Case Studies
• What are the first steps to get started with Permission Marketing?

3. SETH GODIN
Best Selling Author
• Born on July 10, 1960 (age 54) in Mount Vernon, New
York.
• Writes about the post-industrial revolution, the way
ideas spread, marketing, quitting, leadership and most
of all, changing everything.
• Founder of squidoo.com, a fast growing, easy to use
website.
• Before his work as a writer and blogger, Godin was
Vice President of Direct Marketing at Yahoo! A job he
got after selling them his pioneering 1990s online
startup, Yoyodyne.
• In 2013, Godin was inducted into the Direct Marketing
Hall of Fame, one of three chosen for this honor.
• Recently, Godin launched a series of four books via
Kickstarter. The campaign reached its goal after three
hours and ended up becoming the most successful
book project ever done this way.
• His latest, The Icarus Deception, argues that we've
been brainwashed by industrial propaganda, and
pushes us to stand out, not to fit in.

4. SETH GODIN
Best Selling Author
• Author of 17 books that have been bestsellers around the world and have been translated into more than 35
languages.

5. So, How many marketing messages have you
seen today?

6. Interruption Marketing
The traditional approach to getting consumer attention.

7. Interruption Marketing
• Also known as Outbound, Traditional, or Old-fashioned Marketing.
The traditional approach to getting consumer attention.

8. • Refers to promoting a product through continued advertising, promotions, public relations and
sales.
• It is considered to be an annoying version of the traditional way of doing marketing whereby
companies focus on finding customers through advertising.
• This can take various forms such as:
• Telemarketing
• Print advertising
• Direct mail
• E mail spam
• Television Ads
• Radio advertisements.
Interruption Marketing
The traditional approach to getting consumer attention.

9. What if you could turn clutter into an asset?

10. Permission Marketing
The way to make advertising work again.

11. Permission Marketing
The way to make advertising work again.
• Permission marketing is the privilege (not the right) of delivering anticipated,
personal and relevant messages to people who actually want to get them.
• 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.

12. Permission Marketing
The way to make advertising work again.
• 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

13. Did you know that there are two ways to get married?
Interruption Marketer vs. Permission Marketer

14. The Interruption Marketer
Walks into a singles bar, marches up to the nearest person and proposes marriage.

15. The Permission Marketer
The other way to get married is a lot more fun, a lot more rational, and a lot more successful.
It’s called dating.

16. The Permission Marketer
5 Steps to dating your customer
1. Offer the prospect an incentive to volunteer.
2. Using the attention offered by the prospect, offer a curriculum over time,
teaching the consumer about your product or service.
3. Reinforce the incentive to guarantee that the prospect maintains the
permission.
4. Offer additional incentives to get even more permission from the consumer.
5. Over time, leverage the permission to change the consumer behaviour toward
profits.

17. “Pay attention” is a key phrase here.
Please remember:

18. 1. Consumers physically have a finite amount of attention.
2. The percentage of marketing messages consumers get decreases as the
amount of noise increases.
3. Permission Marketers are aware of the fact that consumers pay attention only if
they are actually interested in the product.
4. It is too difficult to get their attention back if they change their mind.
Because…

19. How interruption marketing creates permission
opportunities?

21. The reasons were simple:
Interruption Marketing…
• Easy
• Scalable
• Predictable
• Controlled

22. Focus on Share of Customer, Not market share.

23. Focus on four things when selling to customers…
1. Increase your share of wallet.
2. Increase the durability of customer relationships.
3. Increase your product offerings to customers.
4. Create an interactive relationship that leads to
meeting more customer needs.

24. The Process of getting new customers
1 2 3 4
STRANGERS
5
FRIENDS CUSTOMERS LOYAL
CUSTOMERS
FORMER
CUSTOMERS
The goal is to teach, cajole (persuade someone by flattery) , and encourage this stranger to
become a friend. And once she becomes a friend, to apply enough focused on marketing to
create a customer.

25. How do we do this now?

26. Through Permission Marketing…
You can now choose WHOM you reach & WHEN you reach them.
The order of messages. The benefits offered.You can create dozens or even hundreds of paths for an
individual to follow from the first contact until the highest level of permission is granted.

27. The natural synergy of permission and one-to-one marketing
The one-to-one marketer works to change his focus from finding
as many new customers as he can to extracting the maximum
value from each customer.
The Permission marketer works to change his focus from finding
as many prospects as he can to converting the largest number of
prospects into customers, Then he leverage the permission on an
ongoing basis.

28. Marketing one to one
A glimpse on Amazon's strategy

29. How Frequency builds trust and Permission
facilitates frequency

30. So how to turn awareness into familiarity?
FREQUENCY

31. By applying frequency to the poor opponent’s
head, Ali was able to bring his message home.

32. The frequency you bring to an advertising campaign does two things:
It cuts through the
clutter with the sheer
law of averages.
It causes the consumer to focus
on the message you’re trying to
get across.

33. Remember the first few times you heard Taylor Swift’s Blank Space?
“Got a _______________ lovers.”
✓ Long list of Ex-
x Lonely Starbucks

34. Permission empowers frequency
Frequency led to awareness, awareness to familiarity,
and familiarity to trust.

35. And trust, almost without exception leads to profit.

36. But what if you are a challenger brand?
or what if your product isn’t a piece of our culture?
And you need to build that trust?

37. Today:
It’s no longer “Run an Ad on Tuesday, watch sales go up on Wednesday.”

38. There should be an interactive process, an
approach that takes time and persistence, and
continual adjustment.

39. The Five levels of permission
In order of importance*
1. Intravenous (and purchase-on-approval level)
2. Points (liability model and chance model)
3. Personal Relationships
4. Brand Trust
5. Situation

40. Automatic Replenishment
Intravenous (and purchase-on-approval level)

41. Automatic Replenishment
Intravenous (and purchase-on-approval level)
Why would anyone do this? Why give up so much
control and allow someone else to profit from this
level of trust?

42. Points (liability model and chance model)
Formalized, scalable approach to attracting and
keeping the prospect’s attention.

43. Points (liability model and chance model)
Formalized, scalable approach to attracting and
keeping the prospect’s attention.

44. Personal Relationships
The corner dry cleaner enjoys implicit permission to act
in your best interest. A favourite retailer can "upscale"
you (recommend something more expensive) without
offending you.

45. Brand Trust
Given a choice between the known and the unknown,
most people choose the known.

46. Situation
"You know, an Ariana Grande," I said. "You make me
whatever you want. What, you've never heard of it?"

47. Spam
Where most marketers live most of the time: calling a
stranger - at home, during dinner, without permission.
You wouldn't do it in your personal life. Why do it to
potential customers?

48. Once you have learned permission, you must keep it and
attempt to expand it.
Working with permission as commodity.

49. Four Rules to help marketers understand permission
1. Permission is non transferrable.
2. Permission is selfish.
3. Permission is a process, not a moment.
4. Permission can be canceled at any time.
Please Remember:

50. What to do when Marketing on the web?

51. To have a coherent strategy when facing the web,
you need to answer these questions:
1. What are we trying to accomplish?
2. Can it be measured?
3. What is the cost of bringing one consumer, one time, to our website?
4. What is the cost of having that consumer return?
5. If this works, can we scale it?

52. POPULAR MYTHS
when Marketing on the web

53. 1. Traffic (Hits!) is the best way to measure a web site
2. If you build great content,people will return over and over
3. You can sell stuff on the web if you invest enough in a secure server
4. The search engines are the key to traffic to your site
5. You need Java and Shockwave to be at the cutting edge
6. The web is like TV
7. Lots of people serve the web
8. If you don’t experiment now, you’ll lose later
9. Your site should be a complete online experience
10. Anonymity is good for the net
11. You can make money selling banners
12. Activity is good
POPULAR MYTHS

54. Permission Marketing in the context of the Web
- The Web changes everything.

55. Six benefits of Direct Marketing
1. Stamps are free.
2. The speed of testing is one hundred times faster.
3. Response rates are fifteen times higher
4. You can implement curriculum marketing in text and on the Web.
5. Frequency is free - You can identify and efficiently talk with
individuals over and over again.
6. Printing is free.

56. Five simple steps to any Permission Marketing campaign
1. The marketer offers the prospect an incentive for volunteering.
2. Using the attention offered by the consumer, the marketer offers a
curriculum over time, teaching the consumer about the product or
service.
3. The incentive is reinforced to guarantee that the prospect remains the
permission.
4. The marketer offers additional incentives to get even more permission
from the consumer.
5. Over time, the marketer leverages the permission to change
consumer behaviour and turn it into profits.

57. Four keys to setting up your Permission- Based Web Site
1. Test and Optimize your site
2. Make the permission overt and clear
3. Use computers. Not people, to send and receive information
4. Focus on Mastery - Online Consumers need to feel smart

58. CASE STUDIES

59. The challenge was to create an impact with Globe’s new commitment to its subscribers: to
provide quality network strength, super-value offers, rewards for usage, and superior
international service, to demonstrates that indeed the customer is king, “Ang lakas mo sa
Globe.”
Sa Piling mo

60. Sa Piling mo
Globe fulfilled the consumers’ unrealised desire for uninterrupted viewing by airing Sa
Piling Mo, a top-rating primetime soap opera, with no commercial breaks - a first in
Philippine Television - transforming the execution into message itself.
“Gusto ko lang naman
walang patid ang kilig.”

62. LEMON LOVIN’ DIGITAL CAMPAIGN
Savanna wanted to do something quirky to celebrate Valentine's Day. They created an integrated campaign
that got people involved and kept them talking through the dry humour they'd come to know and love from
Savanna.

63. Volkswagen decided to sponsor the Planeta Terra Festival (big music fest in São Paulo) as it was a great
opportunity to bring their trendy car, the Fox, closer to city's youth. Then came our challenge: spread the
Fox message beyond the event walls, reaching every youngster in São Paulo.
Volkswagen - Fox at Planeta Terra

64. Honda's Double-Sided Story
To introduce the new Honda Civic Type R, a souped-up version of the car maker’s Civic hatchback,
they created The Other Side, a “double-sided” film that tells two different stories about the same
man driving the the regular Civic versus the Type R in two very different scenarios…at the same
time.

65. What are the first steps to get started with
Permission Marketing?

66. 1. Figure out the lifetime value of new customer. Without this data it will be extremely
difficult to compute what its worth to acquire a new permission.
2. Invent and build a series of communication suites that you will use to turn
strangers into friends. This can be a series of e-mails, a series of letters, a number
of scripts to use in phones conversations, a series of web pages, and so on.
Essential to each suite are four elements:
• They must take place over time.
• They must offer the consumer a selfish reason to respond.
• The response should alter the communications moving forward (change
the message as you learn more about the consumer)
• They should have a final call to action so you can measure the results.
3. Change all of your advertising to include a call to action. Never run an Ad of any
kind that doesn’t give consumers a chance to respond. Once they respond, initiate
once of the communication suites.

67. 4. Measure the result of each suite. Throw out the bottom 60 percent and replace
them with new suites. Continue testing different approaches forever.
5. Measure how many permissions you achieve. Measure how much permission
changes buying behaviour. Reward all parties on the permission team for exceeding
metrics.
6. Assign one person to guard the permission base. Have that person focus on
increasing the level of permission gained from each individual and reward her for
resisting short-term profiteering.
7. Work to decrease your cost of frequency by automating responses and moving to
e-mail and the Internet.

68. 8. Rebuild your Web site to turn it from brochureware to a focused permission
acquisition medium.
9. Regularly audit your permission base to determine how deep your permission
really is.
10. Leverage your permission by offering additional products or services by co-
marketing with partners.

69. In summary, Permission Marketing…
The entire focus should be to get the consumers to do two things:
1. Tell you what he/she wants to know, what problems need to be solved;and
2. give you permission to follow up in any way possible.
And then, use interactivity to gain information about your prospect in dialogue.
you can deliver messages that are anticipated, personal and relevant.

70. “OK, YOU can keep in touch with ME.”
“But just about this.”

71. THANK YOU.
Permission Marketing
Turning Strangers into friends, and friends into customers.
Prepared By Ashri Del Rio
Digital Strategist, ABS-CBN
Twitter @iamashri