I was reading the book Meatball Sundae by Seth Godin recently and came across this gem of a chapter I just had to share about building a permission marketing database in the world of ‘new marketing’.
I had sat in a meeting the day prior, with a company who have done a superb job with ‘old marketing’. Someone who controlled the purse strings finally listened to what their marketing department had been pleading for years, and had allocated a considerable budget towards the aim of building a massive consumer email database almost overnight.
As much as I commended them for finally realising the potential that permission marketing could bring to their organisation; the desperation of building a massive database in a nanosecond, and how they wanted to go about it, had me worried.
Seth Godin has written 12 books that have been translated into more than 30 languages. Every one has been a bestseller. He writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything. Check out Seth’s website and his blog for more insights.
This article below is an excerpt from his best selling book Meatball Sundae, and has been reprinted with Seth’s permission…
“The organisations that attempted to use permission marketing to augment their interruptive techniques have often complained that they don’t like it. It takes too much patience. It’s not fast enough. They want to throttle up and make the numbers scale.
Organisations that have realised that permission is not a tactic but an asset, though, have discovered a very different result.
Pets.com used every tactic they could find – TV ads, sock puppets, and accelerated e-mail marketing with a veil of permission. They blew through a hundred million dollars by interupting people who didn’t want to hear from them. They failed.
Dailycandy.com did the opposite. This daily e-mail newsletter has thousands of subscribers to their fresh e-mail newsletters on style. They are extremely profitable and growing every day. They used no TV, no puppets, and a very calm and patient approach to permission marketing. They won.”