Re: UKNM: Tell me it's not SPAM

[Tim.Hayward]

This is great stuff.


It's about time we took a closer look at this permission marketing crap.


When I visit a site and enter some detail in exchange for something am I

genuinely 'giving permission' -  if so - what for?


How does the punter actually feel during this interaction?


a) Hmmmmm. Yes, I'd love to be kept up to date on the very latest

opportunities

to give my money to this company.


b) Oh fuck. These SpamMonkeys want my entire bloody CV and medical records

before they'll let me download the game/password/update.


And when, three days later, the interaction takes place that they've 'Given

Permission' for - how do they feel.


a) Hurrah! Hot news from my old friends at SpamMonkey.com(TM). I must send

them

money


b) Right click. Delete. Resent.


I just bought a new computer that came, supposedly, preinstalled with

Windows

98. By the time I'd installed an upgrade of IE, Netmeeting and Freeserve,

I'd

been forced to refuse at least 20 sets of 'Permission'. It took half a day

and

at the end of it I'd been forced to 'sign up' for a Hotmail account I'll

never

use, A Microsoft 'Passport', some kind of fucking MP3 jukebox that came with

the

Logitech keyboard software and a 'Club' for owners of Krittercams.


I know about audience acquisition and retention. I know that, if you have an

audience and can keep them you have something of value. The problem is that

just

capturing a name doesn't constitute a relationship. If I join a 'community'

I'm

engaged as long as the feedback is of value to me. UKNM is a good example.

If

the International Krittercam Owners Club can't think of anything better to

do

with their list than force me to join as a 'Benefit of registration' and

then

offer two pages of half baked ads for their other unrelated products.. why

the

Hell do they bother.


As a matter of fact the product is superb. I just wonder how such a bunch of

20

Watt Tossers managed to come up with something so cool while diligently

screwing

their image with poor marketing.


Permission is not a one off thing. It's the start of a relationship.


Would you like to go out for dinner? is a great way to start a relationship

but

the quality and length of it is dependent on continued satisfaction,

reviewed at

every encounter.


Will you agree to have dinner with me in the clear and certain knowledge

that

you'll have to spend the rest of your life with me while I become

progressively

more boring, useless, impotent, ugly and poor? ...wouldn't get you many

relationships.


Oh well...


Time for tea.


T



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