In marketing, these strategies are defined under two types: push marketing and pull marketing. While both efforts can be valuable to a company, it is challenging to effectively do both at the same time. Understanding the difference and the right time to allocate your efforts towards a certain strategy will define success for your business.
When a business is just starting off, push marketing might be an effective method of making your product known. Pushing marketing is manifested in efforts such as incentivized selling, in-store samples, and point-of-sale displays. Putting your product in front of potential customers will show them your new item on the market and you might even land a few sales on the spot. However, push marketing focuses on short-term, profit-driven goals which can eat up huge amounts of time and effort to maintain. This strategy theorizes that potential customers will see your product and find a way to fit it into their lives, rather than buying the product to solve a problem they already have. This method of fulfilling a customer’s wants, rather than their needs may work once or twice, but will not stand the test of time.
As the name suggests, pull marketing is a strategy that focuses on building a brand that potential customers will gravitate to because it solves a problem they’re experiencing. Pull marketing is all about looking inward, analyzing the type of people who would or currently do invest in your brand and considering ways to serve them better. This type of reflection helps to establish brand loyalty that builds a long-term and reliable consumer base. Some popular pull marketing tactics include social media ad campaigns, word-of-mouth referrals, and email marketing. Like push marketing, pull marketing also require plenty of time and energy, however, it is a more effective strategy for acquiring repeat customers.
At H&C, we know no one starts a company for the short-term. It takes time and effort to build something from the bottom up. And more often than not, it’s an expensive journey before you can even open your business’s doors. While push marketing can help you land that first sale, it won't be the sale that keeps those same doors open in the long run. Our goal is to help the business succeed by implementing growth-driven marketing that builds brands, establishes loyal customers and produces real results.
If you’re ready to turn your product into a brand, give us a shout at H&C and see the difference a strategic pull marketing campaign can make for your business.