Question

1.     Seth Godin’s concept of Permission marketing works to get a “date” with a customer and to sell products. You are the marketing manager responsible for continuing customer relationship marketing from beginning to end.

1. Define and Demonstrate how the “Sales Continuum of Suspect through to Advocate” works and why its necessary for a marketing manager to understand it.
2. Demonstrate how you would use the Permission Marketing concept when applied to the Sales Continuum as discussed in class.
3. “WII-FM” means “What’s in it for Me.”
   1. What is the value of knowing this?
   2. Why is this important to the marketer?
   3. Which element(s) of the 3 legs of direct marketing (L, C, O) does this apply to?

Answer 1

Permission market is a concept introduced in a book of the same name in 1999 by marketing expert Seth Godin. Permission marketing is a non traditional marketing technique that advertises goods and services when advance consent is given.

A group that could not fathom that consumers could tell them what to do with their list of names, addresses, demographic data etc.

WII-FM,To impressthe audience you have to become the audience. This dynamic helps the audience to become personally invested in what you have to say. By giving the audience a chance to participate, you are beginning them into the presentation and making it as much about them as it is about your topic.

Success in this marketing channel boils down to three essential elements: List, Offer and Creative.

1) The List. The mailing list is the most critical aspect of direct marketing.

2)The Offer. Is what entices your recipients to respond accordingly: to buy, to donate, or to sign up.

3)The Creative.