The Iconic Group LLC Presents “Rules to Brand By”: Covering Branding, Marketing and Publicity Techniques for all ICONS
Defying Essentials for Brands: Permission Marketing
Written by: The Branding Icon: Pamela Rosara Jones
Permission Marketing is a new technique, 1999 to be exact, that inspires an audience to want to hear from you. This method (and book) written by Seth Godin covers how permission marketing is a “privilege” (not a right) of delivering anticipated, personal and relevant messages to an audience that wants to hear from you. This technique is non-traditional however it is extremely popular among thought leaders in the branding and marketing world today. Once the consumer opts in to receiving a brand's content it is a grant of permission into the user’s world. This grant of authority is a marketing technique used by brands to sell goods and services.
Seth goes to cover three strategies used:
1. Anticipated: people will expect the service/product from the brand
2. Personal: How the marketing relates to the consumer
3. Relevant: the marketing information is that your customers are interested in
5 Levels of Permission are as followed:
- Situational – permission by providing personal information
- Brand Trust - permission by continuing supplying consumers need
- Personal Relationship – permission by relationship with someone in the brand
- Points Permission – permission by incentive or opportunity
- Intravenous Permission - permission by specific good or service