In our previous blog, we have talked about both pull and push marketing. These are two different techniques used by marketers to try and improve sales in an advertising campaign, but they come from opposite ends of the spectrum.
Push marketing relies on pure advertising to push a brand name or product out into the minds of their customers. This is achieved through methods such as direct marketing to potential buyers, on TV and radio, on billboards, in magazines and social media and other website adverts.
Almost certainly, your company or business will want to employ push marketing strategies in some way within your advertising campaign. Whether it is giving away free samples of stuff to promote new lines, launch a sale with irresistible offers or have a BOGOF promotion running, this will all usually lead to an immediate boost in sales for your company.
Push marketing may be company promotional items, such as cheap corporate gifts, merchandising products and it is something our team can definitely advise on.
But what of the other strategy? What of pull marketing. How does that work?
WHAT DOES PULL MARKETING DO THAT IS DIFFERENT?
So what does pull marketing do that is different to the push method?
Pull marketing creates a desire in the minds of consumers for your product, before it is even possible for it to be purchased, in some cases. Pull marketing places the demand for your brand firstly and then you meet that demand when it is there.
One of the most successful arenas that pull marketing techniques are used in, is in the children’s toy market. Yes, it’s cruel, but we have all seen the effects of a pull marketing campaign on small children and their beleaguered parents!
This is how it usually works;
- The product or brand is advertised. This is often even more successful when the product or brand is established on television or in films and is a character that children already love.
- Children see the character or brand and instantly want to buy everything associated with it – even when they haven’t seen the exact product yet.
- Parents search the high street, feverishly hoping to find somewhere that stocks the product.
- Retailers and manufacturers now have to struggle to meet the demands from their customers wanting the product.
PULLING IN THE PUNTERS
The way that pull marketing works is essentially to create a desire in the minds of their potential customer base and let the customer come to the store and demand their product.
SOCIAL MEDIA’S ROLE IN PULL MARKETING
In a way, pull marketing was almost designed to be used on the internet.
Pull marketing methods include things like analysing data and seeing which terms are typed into search engines the most frequently, then tailoring your article, blog or product around them.
All manufacturers know that their customers are out there on social media somewhere, but instead of spreading yourself too thinly, it is best to do some research first and see where exactly your client base do like to ‘hang out’ on the web.
Then you go to them and create your presence in the places where they are, initially.
Another thing to remember about when using social media, in any advertising campaign, is that people do not want to feel bombarded by marketers.
People go to social media to unwind, not be relentlessly targeted by advertisers. Keep it light and keep it social. Interact with your client base, but don’t be too pushy. Give them an incentive to seek you out.
This is often best achieved by getting people to ‘like’ your page and then have their friends see this. Word of mouth is still the best way to get a story or product out there and creating a word of mouth story that comes from a trusted source (i.e. a real life friend) is the best route into a sale.
Then all you have to do is worry about supplying your customer’s demands!