Know the Difference Between Push and Pull Marketing
Recently, my PR team and I were brainstorming ways to get our client's product into stores. We started to think about ways we could solicit our customers to help make such a feat happen.
What were trying to do is called a "pull" marketing strategy. We were trying to get the customers to demand the product so much so that retailers would be insane not to carry it.
Pull strategies often involve advertising and PR campaigns (both traditional and social media marketing campaigns) to solicit customer interest and favor directory. We even thought about starting some sort of petition to make our customers' voices heard loud and clear!
On the other end of the spectrum is "push" marketing strategies. A push marketing strategy involves bringing a product to your customer. This can be accomplished by attending tradeshows or forming a proactive sales team.
The end goal of a pull strategy is to solicit retailer demand for your product so they carry it in their stores and introduce your products to their customers. It involves having a good supply chain so retailers are happy and full stocked - and so they feel good about your company and products. Pull strategies often incorporate eye-catching packaging and POS displays that retailers can use to entice customers to first notice and then buy these products.
That said, a pull strategy requires some push too. Retailers can build your business and garner customer favor for you. A good marketing strategy is one that gives (pushes) and takes (pulls).
What push and pull strategies have you employed to grow your business?