We have proven again and again that earning Permission from customers delivers a better result; it attracts them, converts them and retains them over the long term.
This grew into a methodology we developed over several years on dozens of businesses that extracts maximum effectiveness from your marketing spend.
It’s called UPOP
Unlocking the Power of Permission.
True customer-centric marketing recognises that there needs to be a reasonably equal value exchange in every transaction, even one as small as looking at an ad. Ie:
“In return for you giving me sufficient attention to read and absorb my message, I’ll give you something I know you value right now”
UPOP reframes business
UPOP reframes business
UPOP reframes business challenges through your customers’ eyes, uncovers the optimal marketing strategy, aligns sales with marketing, guides channel prioritisation, and directs us to where the most commercial potential lies.
We map the customer journey and most importantly the customer’s mind-set at each stage of that journey to identify what is of value to the prospect/customer at any given point in their journey (their need state and triggers). Then we decide whether it’s something we can offer. Or should create.
Using these insights as transaction currency at the journey steps we’ve identified, in return we progressively ask the customer to deepen their engagement with us, moving through Permission levels to action.
We can model customer $ value at each permission level, assess propensity to move to the next level, assign a $ value to that level, then set the investment required to get them there with acceptable ROI.
UPOP measurement features
UPOP can be used to assess marketing performance by measuring progression through the Permission levels - including what attitudinal and behavioural shifts have occurred, why they occurred and how they contribute to the desired outcome at each level.
By zeroing in so tightly on the customer journey, the framework forces true customer-centricity, and this in turn facilitates laser-relevant, real-time, personalised messaging. Once the Permission levels are modelled, and touchpoints selected, we build it into our marketing automation platform.
Of course, the single-minded focus inherent in the methodology means that creative executions are only strengthened in their pertinence through tighter targeting.
Peter Darley - Schindler Australia
Eddie Mahdi - Centrix
John Wilson - CeBIT
Paul Logan - Dan Murphy’s
Craig Moore – Hennings Jewellers
Duncan Bell - GHD
Mark Peall - Animal Angels
Gareth Gammin, General Manager - Jirsch Sutherland
John Smith, General Manager - True Value Solar