Permission Marketing

Eldervantage’s approach to marketing is Permission. It is based on Seth Godin’s ideas on how marketing is evolving and where the future lies. What we now generally consider traditional marketing or advertising, Godin calls interruption marketing. Television advertising is an excellent example of interruption marketing. Programming is interrupted on a regular basis by a series of commercials. But … can you remember any of the companies that advertised during the last time you watched TV?

It has been calculated that the average person sees nearly 200 ads every waking HOUR. No one can retain that much information. We believe no one should have to endure that many unsolicited ads in one day. The companies that bombard with interruption marketing are taking up the most precious commodity - time.

But consumers still need things and businesses need to sell products and services. Permission marketing is needed!

Consumers want to learn about your company, your products, and your services - but they want to do it on their time. The basis for permission marketing is consumers giving consent for a company to market to them. The consumer gives his or her email address to a company. The consumer is immediately sent an email (called an opt-in) requesting to verify the request. In the emails that follow, the consumer learns about the product or service and the company's offer. The consumer also gets info he or she needs on tangential subjects. If you practice elder law, talk about not just Medicaid, but Medicare. If you are a dentist, discuss how diet relates to oral health. In addition, solicit feedback. If done properly, permission marketing becomes a give and take with the consumer. A relationship is formed. More than that, the happy consumer tells friends and acquaintances about the emails, suggesting the benefits. Imagine – one of your prospects telling their friends not just about your company, but your marketing as well.

There must be an incentive for the consumer to volunteer. Eldervantage helps with this process. In addition, each email must maintain the consumer’s interest by teaching the consumer something and giving them a reason to continue reading the company’s emails. We keep your consumers reading.

Permission marketing, if done properly, is the most cost effective marketing medium. Eventually, you could even get to the point where expensive pay-per-click Internet marketing is a thing of the past.

Why choose Eldervantage?