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

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permission based marketing

  1. 1. Permission Based Marketing Why expanding rather than reducing your advertising expenditures in a difficult economy makes sense
  2. 2. What is permission based <ul><li>With over 40% of emails not read because they are perceived as spam, or they are opted out for lack of relevancy. </li></ul><ul><li>The establishment of a system that requests and receives written confirmation from the email recipient is regarded as permission. </li></ul><ul><li>The delivery rates skyrocket to over 90%. </li></ul><ul><li>When relevancy is considered it increases to 96% </li></ul>
  3. 3. Demographics <ul><li>81% of individuals have email </li></ul><ul><li>61% have broadband connections </li></ul><ul><li>60% of woman and 40% of men save their email offers and use them later </li></ul><ul><li>25% of emails are read on Wednesday </li></ul><ul><li>91% say they would like to be on a preferred list </li></ul><ul><li>13% of online coupons are redeemed </li></ul><ul><li>1% only of printed coupons were redeemed </li></ul><ul><ul><ul><ul><ul><li>[According to Inmar] </li></ul></ul></ul></ul></ul>
  4. 4. Motivation <ul><li>The creation and management of a focused permission based marketing plan can generate superior results while quantifying the expenditures and ROI </li></ul>
  5. 5. Why have a PBM program <ul><li>It can remove the stress of trying to </li></ul><ul><ul><li>Retain clients, customers </li></ul></ul><ul><ul><li>Attract new customers </li></ul></ul><ul><ul><li>Increase the customers frequency of visits </li></ul></ul><ul><ul><li>Increase the amount that is spent per visit </li></ul></ul>
  6. 6. 3 keys to success <ul><li>1. Create a loyalty program </li></ul><ul><ul><li>Give existing customers </li></ul></ul><ul><ul><li>Special treatment & offers </li></ul></ul><ul><ul><li>Birthday </li></ul></ul><ul><ul><li>Anniversary </li></ul></ul><ul><ul><li> Benefits: </li></ul></ul><ul><ul><li>They are 3x more profitable than a new one </li></ul></ul><ul><ul><li>They are less likely to go elsewhere </li></ul></ul><ul><ul><li>They are a source of immediate referrals </li></ul></ul>
  7. 7. Expansion <ul><li>2. Establish a weekly email update </li></ul><ul><ul><li>With relevant offers, events, awards, etc </li></ul></ul><ul><ul><ul><ul><li>Benefits: </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Gives your business cross promotional opportunities </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Increases the size of your customer base </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Expands Brand awareness </li></ul></ul></ul></ul><ul><ul><ul><ul><li>With the engagement of such systems as Return Path deliverability is assured for in excess of 95% </li></ul></ul></ul></ul>
  8. 8. Branding <ul><li>3. Create a website </li></ul><ul><ul><li>Helps define your business image </li></ul></ul><ul><ul><li>Source of information about the business </li></ul></ul><ul><ul><li>Establishes Brand awareness </li></ul></ul><ul><ul><li>Accessible 24/7 </li></ul></ul><ul><ul><li>Creates portal for eCommerce and feedback </li></ul></ul><ul><ul><ul><ul><ul><li>Benefits: </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Higher visibility for your business </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Can generate revenue during off hours </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Fixed costs </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Feedback establishes product / service needs </li></ul></ul></ul></ul>
  9. 9. Tools <ul><li>Availability of real time statistical data </li></ul><ul><li>Analyze reactions of plans implemented </li></ul><ul><li>Determine: Views, Prints, Redemptions </li></ul><ul><ul><ul><li>Benefits: </li></ul></ul></ul><ul><ul><li>Pinpoints efforts for success </li></ul></ul><ul><ul><li>Makes planning ahead focused </li></ul></ul><ul><ul><li>Enhances the return on investment </li></ul></ul>
  10. 10. Building a Data Base <ul><ul><li>Benefits: </li></ul></ul><ul><li>Creates a current customer list </li></ul><ul><li>Giving new customers a chance to become loyal ones </li></ul>
  11. 11. Target marketing real results <ul><li>ROI </li></ul><ul><li>E-mail marketing $45:$1 </li></ul><ul><li>Search engines $12:$1 </li></ul><ul><li>Direct mail $3:$1 </li></ul><ul><li>Benefits: </li></ul><ul><li>More revenues per expenditures </li></ul><ul><li>Can be extremely focused </li></ul>
  12. 12. Alternatives to <ul><li>Banner Ads </li></ul><ul><li>Pay for clicks </li></ul><ul><li>Pop ups </li></ul><ul><li>Print ads </li></ul><ul><li>Radio </li></ul><ul><li>Television </li></ul><ul><ul><li>Benefits: </li></ul></ul><ul><ul><ul><li>More cost effective </li></ul></ul></ul>