Push Pull Marketing: What It Is and How We Use It — Every Day!
All advertising can fall into two broad categories – Push and Pull. Push advertising tries to push products towards customers using big ads and attention-grabbing claims to put products into the minds of customers. On the other side of the coin, Pull advertising targets the right customers at the right time and pulls them towards a product.
Pull marketing is often associated with new Internet marketing strategies, while Push marketing uses more traditional approaches.
Traditional marketing is often synonymous with Push marketing. Classic marketing strategies like primetime television advertisements, buy one get one free coupons, and direct mail catalogs are all examples of Push marketing. This marketing strategy casts a wide net in the hopes of grabbing as many potential customers as possible. It does not try to build relationships with customers but focuses only on pushing products towards them.
Statements about value, quality, and uniqueness are emphasized to try and create immediate customer demand.
The greatest advantage of Push marketing is that it produces quick results and makes clear statements to customers. It is less concerned with branding, and more concerned with creating an instant demand for a new product.
The major disadvantage of Push marketing is that it can be expensive and only produces temporary effects. Since the goal is not to create long-term customer relationships, Push marketing strategies have to constantly make new pitches about the value of products. It keeps the customer at a distance, meaning they must constantly be reengaged.
Pull marketing is any method a company uses to generate demand for a product. Pull marketing benefits greatly from independent social behavior like word-of-mouth and the “viral” content effect. Who Uses Pull Marketing?
Companies that produce or sells goods can use Pull marketing to raise awareness about a product before it becomes available for purchase. Though the results of the marketing campaign are not certain until the product is made available, the manufacturer can save money on production costs by producing fewer units of the product prior to launch, and using the money they save to invest in Pull advertising.
Service industry companies use Pull marketing to generate interest in new services or to create positive feedback about the company. If a new eatery, for example, wanted to increase its business, it could use social media sites to encourage their customers to share information about the restaurant with their friends. People are much more likely to buy a product or visit a business on the recommendation of a friend, instead of seeing a flyer or getting a mailer. Through social networking, the restaurant owner can rely on some of their existing customers to “advertise” for the restaurant through recommendations, word of mouth and now social media like Facebook, Twitter and Yelp.
The number of people who use major social media networks like Facebook and Twitter is staggering, while the cost of maintaining a social media presence is minimal. For the cost of a computer and 2-3 hours a day of employee time, any company can have a strong social media presence that reaches thousands of potential customers or more, every day.
Number of people who use Facebook – 1 billion registered accounts
Number of Twitter users – 316 million users
Number of registered Pinterest users – 100 million
Number of average monthly unique visitors to Yelp – 142 million
So as you can see with a small investment of your time and having the right, qualified people managing your social media, you can leverage your Pull marketing strategy, so that you can create a social demand for your company’s product or service before it even becomes a product launch. Remember social media is one step above word of mouth. Because its’ now born of the internet your reach is boundless. All you need to do is target the right people and get them to show an interest and following in your product. This will provide the catalyst you need to generate a popular demand.