Push & Pull Strategies in Marketing
When marketing a product or service, you will use one of two methods for the job. Push and pull marketing are different types of strategies that can be used depending on what type of product you are trying to sell. Push marketing involves creating products that are pushed out to consumers. Pull marketing creates a large demand for a product, which drives sales.
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Push Marketing
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Push marketing is a type of marketing strategy that involves using a company's distribution channels to push products out into the marketplace. With this strategy, the developer of the product will promote the product to the distributors. Then the distributors will promote the product to the resellers of these products. The resellers will then promote the products to consumers. With this type of marketing, the consumer does not request the product, but the sellers promote it to them to make sales. This type of marketing requires a talented sales staff to get the product out to the market.
Pull Marketing
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Pull marketing is another type of marketing strategy that companies use in order to increase sales. With this type of marketing strategy, the goal is to create a large amount of demand so that customers request the products. An example of this type of marketing is when a computer processor company advertises its own processors so that consumers look for it in their favorite brands of computer. Most consumers do not buy computer processors individually, but they want to make sure that the computer they buy contains a good processor. With this type of marketing, consumers ask for particular products by name.
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Quality
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Developing a pull marketing strategy can be difficult and it can take some time for businesses. Most pull marketing is done by companies with good reputations. These companies put out high quality products and have created a name for themselves in the market. This creates a type of brand loyalty which leads to sales without actually spending money on advertising. In the beginning, the company will most likely have to spend a great deal of money on advertising. After a certain point, it can transition over to making sales based on its reputation alone.
Type of Product
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When deciding on whether you should try to use a push or pull marketing system in your business, you need to evaluate what type of product you are trying to sell. Typically, if you have a low-end, inexpensive product, you will need to use a push marketing strategy. Many of the buying decisions of these products are made quickly after a consumer sees the product in a store. With high-end products, you may have a better chance of using a pull marketing strategy.
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References
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