Push-and-Pull,with,your,Market marketing Push-and-Pull with your Marketing Strategy
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Inorder to sell you must promote. That is the basic principle inmarketing and its value to any enterprise is indisputable. Let usconsider two basic promotion strategies: The Push and the Pull. Physics would tell us that there are two ways to move a solid objectbut that which would require the exertion of force. You either have topull it or push it. But the thing is, which would require a greateramount or force? Read on and understand the strategies and find outwhich one requires more energy (effort) from your business.Let us first define the concepts. The Push Strategy uses all availablechannels to push the product or service into the marketplace. Somestrategies include generous discounts as an incentive for clients tobuy. The Push Strategy is heavily dependent on marketing collateralslike custom greeting cards, flyers, brochures, or even hang tags anddoor hangers.The Pull Strategy on the other hand, require direct interface with theend user of the product or service. The objective is to pull thecustomers or clients into the various channel outlets creating a demandthat the channels cannot ignore.Product comparison is an advertising strategy for either the Push orthe Pull Strategy. The idea here is to offer your product or servicefor comparison with another brand. Remember how the cola wars wereperpetrated in the late 80s? One giant cola bottler used productcomparison strategy by featuring blindfolded customers to compare thetest of Brand X and Brand Y. Also remember how greeting card printingwas used to advertise every Holiday season by listing the advantages ofa particular product over another?On the other hand, Product Benefit advertising veers away fromcomparison. This is used for new products or approaches to solving ausers need. This is what is referred to as the stand alone brand ofadvertising where each product or service is advertised by its ownmerits. Custom greeting cards can be used as a tool for this strategyby introducing a particular product to segmentized customers.Of course, the decision about which marketing strategy should beadopted lies mainly on the business and prevailing market conditions.There is no rule of thumb as to which is the best strategy. Asmarketing pros would always say, test the waters first before jumpingin. That is before embarking on any major marketing campaign likeprinting thousands of custom greeting cards, launch a small one firstand understand how it was received through feedback.The factors that would either lead to your small campaigns success orweakness should be analyzed to create the bigger campaign. The key isto reevaluate and redesign any marketing strategy.
Push-and-Pull,with,your,Market