Unlike traditional marketing that aims to disrupt and interrupt customers, permission marketing focuses on growing the business organically by gaining customer permission to send them information. It relies on customers becoming brand ambassadors who bring in new customers through word-of-mouth, increasing lifetime customer value. Permission marketing requires careful multi-stage integration planning to change conventional marketing models in a way that respects customer attention spans and avoids spamming.

1. Marketing Strategy
Refurbished Wearable Devices
Permission Marketing
Interruption/Disruption
Marketing
Focus of customer
wallet share than
market share
Getting Customer
Attention Span
Why Move Beyond Regular
Marketing?
Fight for market
share
Customer Attention
Span is shorter
Frequency is costly
Too much disruption
already happening
Situational Level
The Brand Trust Level
The Personal Relationship
Level
The Points Permission Level
Opportunity Seekers
Points liability model
Point chance model
The Intravenous Level
Purchase On Approval
Unlike the interruption/disruption usual marketing techniques, permission marketing aims at growing the business organically and legitimately
The customers work as the brand ambassador for the brand invoking new customers and increased LTV
Increased X marketing
returns
Higher attention spans
More permission to send
information
No Spamming
Stage wise integration
planning is required
Changing the conventional marketing models/techniques

2. Marketing Strategy
Refurbished Wearable Devices
Products
Category
Smart Watches Tracking Bands
Fashion
Statement
Fitness Tracker
Sports Tracker
Sync Data from
other gadgets
Health
Monitoring
Gauge of
Alertness &
Energy levels
Navigation tools
Media devices
Communication
gadget
Product
Attributes,
Benefits & Values
Aspirational
Need
Social Need Status Need

3. Marketing Strategy
Refurbished Wearable Devices
Decoding Portal X Customers
Conscious
buyer
Price sensitive
Gadget Hopper
Socially active
Active shopper
Variety Seeker
Transforming User Journey
Brand Assurance
Product Assurance
Functional
Assurance
Warranty
Returns
After sale support
Easy Disposal
Buy Back
?
Building
Customers
First Time Buyer
Data Base Gathering
Building Loyalty
Customer LTV
Portal X attributes, benefits
and values
Customer Building Attributes
Portal X

4. Marketing Strategy
Refurbished Wearable Devices
Marketing Product – Refurbished Wearable Devices
Functional &
Technical Product
Emotional Need
Satisfied
Market Universe Implications
Fitness tracker, sports
tracker
Health & satisfaction Conscious middle to
upper class working
executives
Low pricing, easy
acceptance, create a
culture
Gauge for alertness and
energy levels
Safety, thrilling, new
experience
Couples, professional
athletes
Highly accessible,
anytime device
Media device &
communication gadget
Convenience, saves time,
affordability
Professionals, business
oriented people
Benefits, features to be
sold, Niche market
Fashion Statement Show-off, status
requirement achieved
Young teenagers going to
colleges
Marketing size increases,
value perceived may drop
Marketing Universe to be targeted? – SEC A, B+, B, C+ (Young students, working professionals, other professionals)
Communication – Pricing point, usability, features, benefits & attributes of products and lifestyle
Category – High-end lifestyle product for ambitious people looking for status upgradation

5. Marketing Strategy
Refurbished Wearable Devices
Marketing Channel Strategy
POS – Website
 Too generic content
strategy!
 Focus on category
creation, segmentation
and value enhancement
through content not
mere promotions
 Facebook Application to
create point based model
strategy for customer
acquisition and retention
 Only mirror Facebook
Content!
 Focus on creating
customer support
solution through twitter
by flashing handle on
digital as well physical
properties (orders)
 One stop solution for
queries and redressal,
easy tracking and
building CRM
 Generic software made
videos!
 Portal X needs a face to
promote brand as well
products
 In-house videos
showcasing product,
brand, working and
customer benefits
 SEEING IS BELIEVING
 Limited presence!
 Great platform to
enhance cultural and
brand upliftment
 Make TG aware of the
brand plus deals that
would save them money
Portal X

6. Marketing Strategy
Refurbished Wearable Devices
Campaign Strategy Example
Campaign Platform
Content Targeted @ TG
User Support, CRM, Query
System
POSBLOGS – Content centred at
products, maximum
utilization, taking care and
disposing/buy back
Paid Ads – Google + Facebook
Calendar creation, Apps
creation for referral and
points earning, shareable
content – point is not selling
but building a community –
Example - How to build smart
homes and own gadgets with
X % savings and enhanced
life
After sale – Upselling, cross
selling, Points system to be
used for more purchases,
referral would earn more
points which can be
redeemed for purchase
Personalized emailers and
SMS for special promos, gated
content and first preference
buyer
Portal X

7. Marketing Strategy
Refurbished Wearable Devices
Campaign Strategy Example
Wearable
Devices
Listed on website along with
product description – POS
Product Attributes, Benefits
& Values
Targeted ads – On Google +
Facebook
Ref: Marketing universe for
TG
Communication Strategy:
Appeal, Fashion, Lifestyle,
Features – All @ XX% Savings
+ Great offers to choose from
(Cross selling, bundle and
upselling)
Get FTB on with special offers
– Cashback, 500 points on
first purchase which can be
redeemed
Facebook Apps for user
stickiness, points earning and
referral
Video featuring team member
explaining the product like
popular gadget shows on TV +
Explain the usability &
SAVINGS
Social Listening, Tracking
Technology Conversations,
Striking conversations explain
the utility of refurbished items
for greater SAVINGS & More
VALUE
• Creating brand loyalty with
customized offers through
data and behavioural analytics
• Newsletter showcasing
technology trends and smart
living with greater savings and
more value
• Spend more and earn more
points – Loyalty system.
Greater the spending, greater
the benefits for customers
Create a customer data bank
of usage and gadget history
in returns of gifts, discounted
purchases and points
Create standard one stop
query and complaint board by
promoting @XXX (handle) on
physical orders and digital
spaces
Portal X