permission based marketing
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a short description of why increase marketing expenses in a difficult economy and the use of premission based strategies for maximum ROI

a short description of why increase marketing expenses in a difficult economy and the use of premission based strategies for maximum ROI

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permission based marketing permission based marketing Presentation Transcript

  • Permission Based Marketing Why expanding rather than reducing your advertising expenditures in a difficult economy makes sense
  • What is permission based
    • With over 40% of emails not read because they are perceived as spam, or they are opted out for lack of relevancy.
    • The establishment of a system that requests and receives written confirmation from the email recipient is regarded as permission.
    • The delivery rates skyrocket to over 90%.
    • When relevancy is considered it increases to 96%
  • Demographics
    • 81% of individuals have email
    • 61% have broadband connections
    • 60% of woman and 40% of men save their email offers and use them later
    • 25% of emails are read on Wednesday
    • 91% say they would like to be on a preferred list
    • 13% of online coupons are redeemed
    • 1% only of printed coupons were redeemed
            • [According to Inmar]
  • Motivation
    • The creation and management of a focused permission based marketing plan can generate superior results while quantifying the expenditures and ROI
  • Why have a PBM program
    • It can remove the stress of trying to
      • Retain clients, customers
      • Attract new customers
      • Increase the customers frequency of visits
      • Increase the amount that is spent per visit
  • 3 keys to success
    • 1. Create a loyalty program
      • Give existing customers
      • Special treatment & offers
      • Birthday
      • Anniversary
      • Benefits:
      • They are 3x more profitable than a new one
      • They are less likely to go elsewhere
      • They are a source of immediate referrals
  • Expansion
    • 2. Establish a weekly email update
      • With relevant offers, events, awards, etc
          • Benefits:
          • Gives your business cross promotional opportunities
          • Increases the size of your customer base
          • Expands Brand awareness
          • With the engagement of such systems as Return Path deliverability is assured for in excess of 95%
  • Branding
    • 3. Create a website
      • Helps define your business image
      • Source of information about the business
      • Establishes Brand awareness
      • Accessible 24/7
      • Creates portal for eCommerce and feedback
            • Benefits:
          • Higher visibility for your business
          • Can generate revenue during off hours
          • Fixed costs
          • Feedback establishes product / service needs
  • Tools
    • Availability of real time statistical data
    • Analyze reactions of plans implemented
    • Determine: Views, Prints, Redemptions
        • Benefits:
      • Pinpoints efforts for success
      • Makes planning ahead focused
      • Enhances the return on investment
  • Building a Data Base
      • Benefits:
    • Creates a current customer list
    • Giving new customers a chance to become loyal ones
  • Target marketing real results
    • ROI
    • E-mail marketing $45:$1
    • Search engines $12:$1
    • Direct mail $3:$1
    • Benefits:
    • More revenues per expenditures
    • Can be extremely focused
  • Alternatives to
    • Banner Ads
    • Pay for clicks
    • Pop ups
    • Print ads
    • Radio
    • Television
      • Benefits:
        • More cost effective