Some things are already tried and tested in the world of marketing. You just build up on what has been established and that will do you some good.
One of these is permission marketing and it is one of the common sense approaches to marketing which probably should not be violated.
Telecom companies in Ghana are one of the biggest violators of our sacred digital space. I have not read or signed on any dotted line to be bombarded with promotions about
“…a weekend at a romantic resort…”,
“…EPL, La Liga, Bundesliga and Serie A games with the Supersport app.”
“Jesus died for you so…”
“be a fashionista this weekend…”…
I lose faith in the person responsible for their brand image each time I’m interrupted with an unwanted notification telling me to “Catch [a movie] in 3D this Wednesday…”.
As you can see below, I have tried to unsubscribe, I have called in to unsubscribe and yet, the very next day, I receive another unsolicited message. All the telcos are guilty of this and it’s quite amateur to observe.
I was recently added to a whatsapp group, alongside about 250 other people, by a person or agency unknown to me.
And they proceed to send me a digital flyer to attend some recurring party at a relatively newly opened club in Osu, Accra, Ghana.
I just got spammed.
As an individual I was livid for being violated in the digital sanctity of phone via whatsapp. As a marketing professional however, I giggled knowing the anger, disdain and disappointment a couple hundred people were going to express. Alongside the other novices who would try to spam the spammer’s group themselves.
So I kept myself in this group as a gleeful observer.
A sampling of the messages from the people spammed reads, (take note of the amount of time it took for all this to happen ).
“Pls who added me”
“Errmm… what’s going on here?”
“So how did the admin get our contacts”
followed by a mass exodus of people from the group reminiscent of tales of the rapture.
I and a few others stayed on, and currently the sub-spammers are trying to sell us everything from waist-trainers to “Tear rubber Samsung Galaxy s7”.
Anyway, there is a lesson to be learned from this; ask permission.
The truth is permission marketing requires that you interrupt a person.
However, if you ask permission before marketing to someone, you learn a lot about whether or not your message is relevant to them (and you can save yourself the embarrassment).
Here are some tips in a nutshell.
- understand your own message and how it should be communicated or received
- understand your consumer and their sensibilities, their attitude towards your brand, and their attitude towards the medium of communication
- ask permission, in a signup form
- collect information on the types of messages which are relevant to the individual and the channels through which they would like to recieve your message
- stay relevant with each message you draft for your campaign
- allow people to unsubscribe from your campaign easily and stay true to it
Do these and your message when signed up for is treated as welcome information and loses that air of interruption and violation.
At the end of the day if you ask permission, at the very least you don’t leave a bad taste in people’s mouths and you don’t build a negative association with your brand on your follow-up messages.