Author: John Alson
Updated on April 18, 2021
If you own a brand and running a business, whatever it is you are doing and wherever you might be located, marketing is an essential thing that makes your brand successful if done correctly. There are many aspects to marketing strategies to get people to know your brand and use your service or product. From biggest to the smallest companies and businesses, everyone relocates a certain amount of budget, time, and effort to their marketing principles and strategies and it is not always easy to figure out what works best in terms of your audience and the location you are serving at. Wrong marketing campaigns result in spending tons of money for nothing and not making an effect at all. Two of those marketing campaigns are push and pull marketing and they are effectively used by many companies all around the world. In this article, you will learn about what is push and pull marketing and what are the differences behind it, and how to choose which one fits the best for your business if you need to decide between these two marketing strategies.
The push marketing strategy is the strategy to push your brand in front of the audience with paid marketing, promotions, discounts, and so much more. You make an effort to bring the brand to your customer by spending money on these campaigns. Most of the time, companies make showrooms so that they can sell their merchandise or service to the customer directly or negotiate with different retailers from them to sell their merchandise and give the customer an additional opportunity to buy their products in different places. As you can understand, push marketing is all about pushing your brand to the world with different types of strategies and campaigns while spending money on these things. Push marketing is one of the most common strategies in the world because nowadays, everything is about the promotion of your brand through social media and SEO. Influencers are playing a major role for push marketing strategies for brands to push their merchandise right in front of the audience they need. The biggest example you can see of push marketing is the free merchandise, food, or service that these brands offer within department store’s hallways. The brand will generally give incentives to the department stores so that they can give out samples to the customers to push their brand and merchandise to them. If you are new to the market or have just launched a new product, the best way is to do this strategy. Because if they know what they are getting, it is more likely for them to purchase the product if they like it.
Push marketing is generally used by brands that are launching new products or when they want to stand out in a crowded niche or market. New brands and businesses also use push marketing to make their name is known around the audience they want to reach.
Pull marketing is another type of marketing style that is used by many brands around the world. Just like push marketing, it takes its name from what it does. The main aim of pull marketing is to get customers to you rather than reach out to the customers. Pull marketing focuses on getting the customers to know you with word-of-mouth referrals or mass media promotions. The thing about pull marketing is that in the long run, it creates customer loyalty that will bring them in again and again once they are pulled to your brand. That is the main difference between push and pull marketing, push marketing is more concerned about short-term sales whereas pull marketing is concerned about getting long-time customers to your brand with solid loyalty. Even though pull marketing still requires money to be spent on the advertisement, it is not as frequent as push marketing. Because you need to pull people to your brand and create loyalty. Once you start this process and have people talk about your company to other people, it means you are successfully doing a pull marketing strategy. Another advantage of pull marketing is that through this strategy, it becomes way easier to maintain dominance in the niche or industry you are working with. This strategy also increases your social media traffic with social media shares from your customers. A good example of it is something that Coca-Cola is doing. Coca-Cola put random names on their bottles, and they marketed it so well that people started to look at their name in the bottles and purchased them once they found them. Moreover, it does not end here, when they find a bottle with their name on it, they shared it on their social media accounts. Coca-Cola pulled people to their brand through special attribution to people’s names. With this, they increased their social media traffic a lot and maintained their dominance in their niche. A great example for companies to follow regarding pull marketing.
To sum everything up that has been stated so far, push and pull marketing are two different marketing strategies that are implemented by many companies around the world. Push marketing aims to push the brand in front of the audience to boost up short-term sales, whereas pull marketing’s primary aim is to create brand loyalty with their customers through mouth-to-mouth referrals and mass media promotions for their merchandise or brand. In the long run, pull marketing always works the best. Because it will create customer loyalty that will bring in even more customers in the future thanks to their referrals every time they use it. Depending on the need of your brand or merchandise, choosing one of these strategies will help a lot for your marketing processes if you choose right. Some major brands also prefer to use both of these strategies, but it requires more money and effort into your marketing campaigns which is something that many mid or small-sized businesses do not have.
About the Author: John Alson