I am amazed that even in 2017, local businesses still place expensive, relatively untargeted radio and newspaper ads for their push marketing strategies. Don’t get me wrong, I haven’t gone fully to the dark side of digital for push I still believe in direct mail and use it often but the world has changed and reaching consumers has changed as well. The advantage of digital is reaching the target market with both a push/pull strategy
To understand what works best for business – it’s important to understand what push and pull marketing is and how to use them.
Push marketing is a promotional strategy that businesses use to get their message in front of potential customers. Just think of the pop-up ad for a local gym as you are scrolling through your favorite fashion article – it’s “pushing” the content at you.
Advertising on relevant websites with banner ads, sponsored bloggers, Social Media ads, and TV advertising are all great channels for businesses that want to get their product known. Receiving a customized mailer for furniture after searching or getting emails from Groupon are all forms of more targeted push marketing.
Push marketing can be very efficient when executed properly but also expensive.
Pull marketing, on the other hand, takes the opposite approach. The goal of pull marketing is to get the customers to come to you, hence the term pull, where marketers are attempting to pull customers in.
Today’s consumer is an avid online researcher. They read reviews, conduct keyword searches and asks online social friends for suggestions. Pull Marketing gives businesses an opportunity to attract the consumer wanting answers your business can provide. When a prospect finds reviews, white papers or a blog about a topic they want to know more about, that is pull marketing.
One example includes the marketing of children’s toys. In the first stage, the company advertises the product. Next, the children and parents see the advertisement and want to purchase the toy. As demand increases, retailers begin scrambling trying to stock the product in their stores. All the while, the company has successfully pulled customers to them. A great example was the launch of Tickle-Me-Elmo but mre recently, Hatchimals.
Service industry companies use pull marketing to generate interest in new services or to create positive feedback about the company. If a massage clinic, for example, wanted to increase its business, it could use social media sites to encourage their customers to share information about the clinic with their friends. People are much more likely to buy a product or visit a business on the recommendation of a friend. Through social networking, the massage clinic can rely on some of its existing customers to “advertise” for the clinic through recommendations.
So which is Best, Push or Pull?
It depends on the goal of the company, where it is in its lifecycle. Often a Push Strategy to launch and a Pull to reinforce is the best bet for business owners.
With more than 20 years of diverse marketing experience, including more than a decade at Harlem Irving, Edan Gelt has extensive capability in diverse marketing mediums across various industries, offering insight on marketing strategy, research, public relations, advertising, special events, social media, direct marketing, branding and more.
Edan holds a Bachelor of Science degree in Marketing from Elmhurst College and an Executive MBA degree from the University of Illinois.
For more information visit www.edangelt.com