上一代嘅成功方程式，就係大量生產（mass production），然後買大量電視廣告（mass media），將呢啲大眾產品（mass product）推銷俾大部份嘅普羅大眾（mass market），可惜，呢條完美方程式嘅效率已經今非昔比，點解？首先，Target Mass Market嘅產品多咗數百倍，而為咗推廣呢啲Mass Product嘅廣告亦自然地比以前多咗、密咗、煩咗，仲可以話係無處不在（連廁所尿兜裹面都時常見到！），久而久之，適應力特強嘅香港人對呢啲Mass Media Promotion嘅免疫力亦都比以前強咗百倍；換言之，我地本能地對呢啲「干擾」性嘅廣告視而不見、聽而不聞。
Just remember this rather inspiring conversation with a cab driver on my way to the airport about the year of the ox.
He thinks it should be called the year of the cow as it sounds more gentle. And I think it should be named the year of the bull, he thinks it sounds too threathening and reminds people of the economic crisis.
But the term “crisis” in Chinese is a combination of the characters of “danger” and “opportunity”, sounds rather exciting to me.
Everyone in the 4As advertising industry is panicking, but now that clients have less money to spend on TVC, outdoor and print ads, they turn to us for digital, viral and word of mouth campaigns that deliver measurable results.
Businesses also realize that only their loyal customers and fans are still spending on them, we help them formulate permission based marketing strategies and build, feed and nuture their tribes, allowing them to find and build products for their customers instead of finding customers for their products.
You have my email doesn’t mean you should spam me, you have my number doesn’t mean you should cold call or sms me. You have me watching your free TV channels doesn’t mean i have to watch your commercial ads. I bought your magazine for the articles and your newspaper for the news, not to read your print ads.
Even if I wanted to hear from you before or i didn’t complain before doesn’t mean you have the right to talk to me now.
Either I want to hear from you or i don’t. Either you have my permission or you are interrupting me. But it seems like the more i ignore you the more you try to show up in my face, when i see your ads appearing down the urinals while i’m minding my own business or when you install a tv on the bus to sell me something while i’m trying to take a nap makes me feel like you are stalking me.
Seth wrote the book Permission Marketing in 1999. Below is the key takeaway:
Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.
It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.
Pay attention is a key phrase here, because permission marketers understand that when someone chooses to pay attention they are actually paying you with something precious. And there’s no way they can get their attention back if they change their mind. Attention becomes an important asset, something to be valued, not wasted.
Its been 10 years and most brands are still spending millions of dollars to stalk me instead of earning the privilege to my attention.