Stimulate business with pull and push marketing mix

Published 2:09 pm Tuesday, November 29, 2011

Which is best to grow your business, push or pull marketing?

Virtually all promotional activities fall into either a “push” or “pull” category. However, there are varying definitions of push or pull marketing. So what are the correct definitions and which is the best tack to grow your business?

First I’ll clarify the marketing definitions.

Push marketing: Online marketers define push strategy as pushing content, such as a blog or social media post, to their audiences based on what the author wants to communicate or promote. Traditional marketers (manufacturers, distributors and retailers) define it as pushing a product to the consumer. They’re both correct; this category of promotion involves pushing the product, service or content to the target audience.

You’ll find an example of a push strategy at large shopping malls, where you are often accosted by someone (typically a young person in Abercrombie and Finch clothing) asking you, “What’s your mobile plan?” Another example is an email offering a discount on an email marketing program. Traditional approaches to pushing your product include trade shows, point-of-sale displays, discount offers, sampling, personal selling and channel partner incentives.

Pull marketing: A blogger characterizes pull marketing as responding to comments or requests from a post, allowing the demand side of the marketing equation to drive content. A manufacturer thinks of pull strategy in terms of a mass media advertising campaign to generate awareness and interest in their product, so consumers will seek the product and literally pull it off the shelf.

So which is best for your business, push or pull? The answer depends on your product category and stage of life cycle. If your business is in the introduction stage, with limited funds, push marketing is most likely your best bet. Push is also used for lower-cost items and to stimulate impulse purchases at the point of sale.

However, if you are in a growth or mature life-cycle stage or have a healthy marketing budget, pull strategies might make more sense. Pull promotion is most effective when the product is already on the shelf or available and for brands that have solid market awareness.

While online marketers and manufactures have different definitions of push and pull marketing, you’d be hard pressed to find a business model or product category that would not benefit from an appropriate balance of both push and pull promotional activities.

To determine the best push and pull strategies for your business, brainstorm ideas in both promotion categories. Begin by listing push ideas and then list your pull options. Next, prioritize your lists based on three factors: First, your marketing objectives; second, your promotion budget; and third, by what your competitors are doing. My counsel is to focus on push and pull approaches not currently being used (or overused) by your key competitors.

Wrap up this exercise by evaluating your top priorities in terms of which would be best based on your target audience’s preferences. Put your customer’s hat on and ask yourself, “Which would be most effective from their prospective?”

Simply put (in economic terms), push equates to supply stimulating demand; pull is likened to demand stimulating supply. You should consider integrating both the best push and pull strategies to generate more awareness and sales, as a means of growing your business.

Andrew Ballard is the president of Marketing Solutions, a local agency specializing in growth strategies. For more information, call 425-337-1100 or go to www.mktg-solutions.com.