Permission marketing involves gaining a customer's consent and permission to contact them through relevant personalized messages, rather than interrupting them with unwanted marketing. It recognizes that customers now have power to ignore marketing and respects people by earning their attention over time. Sundance Vacations employs permission marketing by getting people to sign up for sweepstakes at events, with the entry form serving as consent to later contact the entrant through email and phone. However, permission marketing still relies initially on interruption marketing to gain a prospect's attention and develop a permission-based relationship.

1. Permission marketing
Syam Prathipati

2. Intro
• Permission marketing is the privilege (not the
right) of delivering anticipated, personal and
relevant messages to people who actually
want to get them.
- Seth Godin
• 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.

3. Permission is like dating.
• You don't start by asking for the sale at first
impression. You earn the right, over time, bit
by bit.
• Permission doesn't have to be a one-way
broadcast medium. The internet means you
can treat different people differently, and it
demands that you figure out how to let your
permission base choose what they hear and in
what format.

4. Sundance Vacations
• Sundance Vacations is a travel company that allows
customers to buy vacations in bulk. The company
employs a method of permission marketing by going
out to sporting events, shows and more and getting
people to sign up to win their annual sweepstakes. The
entry forms that are filled out contain an agreement
that says the company is allowed to contact the person
filling the form at the methods provided by the
entrant. The potential client's signature is considered a
form of consent to contact them, which allows the
company to then email and phone market to entrants

5. Limitations
• Though supporters of Permission marketing
claim it to be effective over Interruption
Marketing, there is a paradox. Permission
marketing is inevitably initiated with
Interruption Marketing. To develop a
permission-based relationship with a
prospect, the very first step is always in the
form of traditional marketing, where the
marketer has to win the prospects attention

6. Reference
• http://sethgodin.typepad.com/seths_blog/20
08/01/permission-mark.html
• http://www.forbes.com/sites/onmarketing/20
14/04/30/seth-godins-permission-marketing-
turns-15/#7de16a8d1fc4
• "Sundance Vacations/Dowd Marketing on the
American Business Awards“
• http://www.en.masterbase.com/solution/per
mission_based_marketing.asp