In Marketing, Receiving Permission is Power

Getting permission is a pretty powerful thing. It means someone has granted your request and is giving you access. When you have access, you have the opportunity to make an impression and move someone to action.

In essence, getting permission means you get a shot at being influential.

But many times in marketing, especially permission marketing, you get only one shot, so you’ve got to get it right the first time.

Here’s the basic principle of permission marketing: It’s the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.

As the messenger, it’s important to deliver information that will get the consumer’s attention, establish loyalty and keep it.

While that is not easy for marketers to do in an era of mind-numbing information and digital overload – it is possible if one premise is established between messenger and receiver – and that premise is trust.

I think marketing phenom Seth Godin would agree. After all, Godin is the one who introduced the concept of permission marketing to the world well over a decade ago.

On March 23, Godin will be the keynote speaker at an event at the Hershey Lodge & Convention Center. During the event, which is sponsored by the Harrisburg Regional Chamber & CREDC, Godin will share his thoughts as one of today’s influential business thinkers and master marketers.

Godin’s concept of permission marketing isn’t new, but how marketing companies are using it as a strategy changes as consumer desires and needs change.

While many marketing companies use permission marketing to get people to buy products or sign up for services, here at Bravo Group we use permission marketing in a different way – to get the attention and gain the trust of our clients’ key targets so they can be influential.

We gain the trust of these groups by delivering information using a variety of platforms, none as much as our multifaceted digital platforms that we rely on to reach our audiences and begin forming those relationships built on trust.

And relationships with your target audience have never been more important than they are today. In fact, consumers expect it. If you are promoting a cause or want to mobilize your constituents during a critical moment, calling on friends is much easier than calling on strangers. How do you make friends? By asking permission first and providing relevant information that your audience wants and cares about.

Megan Madsen is Bravo Group's Managing Director of Client Services.