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es were comparable, knew their products were of good quality, and more importantly would deliver and install the refrigerator complete with connecting the pipes. I was capable of making the connection myself, but certainly enjoyed spending the time watching TV while the workmen did the installation.

 

The Attention Crisis is most certainly a reality. I can say with complete honesty that I never watch a commercial that hasn't previously entertained me by accidentally gaining my attention. Even then, I watch for entertainment value, not paying much attention at all to what is being marketed. I have determined that I can flip through all the channels at my disposal and locate a better alternative to what I'm watching, if it exists, all in the time it take for a standard commercial block.

 

Godin presents, at its basest level, a customer focus theory similar to that of Levitt. He uses an incentive to get the customer to agree to give you their attention so you can demonstrate to them how you have focused your efforts to meet their particular needs. The permission they give you allows you to collect more and more information about them to be used in the creation and marketing of products.

 

The only real problem that I have with Godin is that he prophetically warns of the death of mass media and interruption marketing, but points to it as the entry point to permission marketing.

I have noticed, even at Ameritrade, that we are beginning to focus more of our promotion and marketing efforts towards affinity and incentive programs. As a manager in Product Development, our mantra is to continually create products that add value to the customer and assist in capturing a larger share of wallet.

 

I've been working on a project for about the last 2 months involving our relationship with NetBank. All Ameritrade applicants that agree to open, and eventually fund a NetBank Checking account with $40, receive a $50 bonus (read incentive). In return for access to our applicants, NetBank is offering brokerage services to all of their accountholders through our subsidiary AmeriVest. In addition, NetBank will also sweep idle cash balances of all AmeriVest Accounts into interest bearing money market accounts. I wasn't a real fan of this deal because we give NetBank access to a customer base nearly ten times the size of their own. My confidence in our marketing team was restored when I spoke with some of them and found that the reason we agreed to work with them is that of their accountholders, more than 60% invest online and have investment balances over $50,000. By offering the added value and convenience of low commissions as well as the investment of idle cash, we hope to capitalize on the permission they have granted and turn them into long term customers.

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