pull promotional strategy

Marketing strategywhere a newproductis heavily advertised before its, tocreatea pent up demand which draws customers into retailstoreswhen it is made available. See alsopush promotional strategy.

For any company selling a product the concepts of marketing and sales are very important as they can mean the difference between success and failure. While they are often used interchangeably or grouped together they are two different concepts …

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Pull Marketing

Explore the Strategy of Pull Marketing

In 1996, Tyco Toys had an unexpected pop culture obsession on its hands with Tickle Me Elmo, the laughing Sesame Street muppet doll that literally caused stampedes of customers during the holiday season.

Interest in Tickle Me Elmo was high from the start, but skyrocketed once supplies of the toy couldnt meet the mounting demand as the end of the year approached. After the dust settled, Tyco saw their profits multiply to five times their projections, reaching $350 million for 1996 alone. Tickle Me Elmos success might have caught Tyco Toys by surprise, but that success wasnt entirely accidental.

Tickle Me Elmo was an attempt to capitalize on the popularity of Sesame Street by redesigning a generic, laughing gorilla toy first presented to Tyco in 1992.

The company conducted research to determine which Sesame Street character was the most popular among the toys target demographic, then Tyco sent out promotional items and press releases to several popular magazines that featured content about toys. Soon, Tyco had advertising deals with daytime TV shows, along with several hands-on demonstrations of Tickle Me Elmo with toy industry leaders. The buzz Tyco generated around their product created an unprecedented level of demand. Tycos strategy pulled its customers to the product instead of introducing the product to customers who knew nothing about it.

Pull marketing is any method a company uses to generate demand for a product. This is contrasted with push marketing, which is a strategy intended to sell out an existing supply of a product.

Modern pull marketing uses various media channels to generate interest about a product or company, encouraging customers to seek out the product or company on their own. This is especially popular and effective within Internet marketing, because pull marketing benefits greatly from independent social behavior like word-of-mouth and the viral content effect.(See alsoViral Marketing)

There are many different ways to reach customers using pull marketing techniques. Any of the following can build excitement for a product or trust in a company.

Social networking for the word-of-mouth effect

Media coverage to reach a wider audience

Strategic placement of a product or store

Informational content like blogs to attract people who are interested in similar products or services.

With Tickle Me Elmo, Tyco Toys created demand for their product by making sure customers saw it in prominent places, like toy magazines and on TV shows, prior to actually placing the toy in stores. By targeting the right media outlets, Tyco created demand that let them manufacture as many Tickle Me Elmo dolls as their clients (toy retailers) needed, rather than manufacturing the dolls first and trying to convince their clients to stock them.

Companies that produce or sells goods can use pull marketing to raise awareness about a product before it becomes available for purchase. Though the results of the marketing campaign are not certain until the product is made available, the manufacturer can save money on production costs by producing fewer units of the product prior to launch, and using the money they save to invest in pull advertising.

Ideally, the demand will exceed the supply, and the company will be able to set a higher price because of this. This is exactly what happened with Tickle Me Elmo. Tyco produced only a small number of dolls to start, but spent more time and money on market research and advertising. The demand for the toy resulting from this advertising allowed Tyco to set higher prices for their product simply because people were willing to pay more to acquire the limited number of dolls available.

Service industry companies use pull marketing to generate interest in new services or to create positive feedback about the company. If a massage clinic, for example, wanted to increase its business, it could use social media sites to encourage their customers to share information about the clinic with their friends. People are much more likely to buy a product or visit a business on the recommendation of a friend. Through social networking, the massage clinic can rely on some of its existing customers to advertise for the clinic through recommendations.(See alsoServices Marketing)

The number of people who use major social media networks like Facebook and Twitter is staggering, while the cost of maintaining a social media presence is minimal. For the cost of a computer and one hour a day of employee time, any company can have a strong social media presence that reaches thousands of potential customers or more every day.

Number of people who use Facebook: 500 million

Number of Twitter users who follow eight or more other Twitter accounts: 56 million

Number of registered Foursquare users: 7.5 million

Number of unique visitors to Yelp per year: 78 million

Source: Internal Telecommunication Union

A pull marketing campaign is customer-focused, but should still start with the analysis of the product the company wants to sell. The company needs to determine what the products key features are and who is most likely to demand it through extensive market research.

If, for instance, a company wanted to open an ice skating rink during the winter, the company should start researching several months before the season to learn the who, what, where, when, and how of creating an ice skating rink in the area. This research could consist of analyzing demographic data about surrounding neighborhoods, and surveying people in a high-traffic area like a shopping mall to find out who is most interested in ice skating.

The Calgary Farmers Market struggled with low customer traffic during the winter months every year. They did some research and discovered that, unsurprisingly, people assumed there would be little or no fresh produce available during the winter. To combat this misconception and bring people into the market in the coldest part of the year, theCalgary Farmers Market embarked on a brilliant campaign in 2011that involved hanging fresh apples on snow-covered trees along Calgarys major streets. Instead of just advertising their products, the Calgary Farmers Market gave consumers a reason to pay attention to the market during a traditionally slow season. This significantly increased interest in the market in general. The campaign was so successful that new branches of the once-troubled market continue to open in other parts of the city every year.

Using the market research data to tailor their message, the company might develop an advertising plan to generate interest in the new ice skating rink before it opens. Because the purpose of pull marketing is to convince customers to seek out a product on their own, using direct methods of advertising like mail fliers and TV commercials may not be effective.

Instead, the rink-building company could develop a blog about winter activities, using keywords that relate to the geographic area of the ice skating rink to be a source of information local people would seek out for themselves. The blog would be especially effective if it linked to a social networking page about the rink itself so readers could receive periodic reminders about the business and share that information with others(See alsoWeb Marketing).

If the pull marketing plan is successful, interest in the new ice skating rink will exist before it even opens. Customers will be curious and excited to visit the rink and are very likely to tell other people about their experience once the rink actually opens, generating a powerful word-of-mouth effect.

Pull marketing takes place across several stages of a products life cycle, so there are many marketing careers that are essential to making a pull marketing campaign succeed.

Market research is one of the most important components of a pull marketing campaign. A company needs the data gathered by a researcher to plan its advertising and appeal to the customers who are most likely to buy the product. Market researchers spend time in the field conducting surveys, as well as finding and analyzing existing market data. This requires a mix of communication skills with many different kinds of people and an analytical mind to identify the details that are most useful in existing data.

Market researchers should have a bachelors degree in marketing, business, psychology, or sociology. Any background in customer relations, like retail, is very useful. Strong computer literacy is also vital for research and creating presentations to share research findings with other people on a marketing team.

Pull marketing often requires a company to interact with press and social networking platforms. A public relations specialist is a companys liaison to these outside entities. This involves a lot of interpersonal interaction, so a public relations representative needs to be able to communicate with a wide variety of professionals and everyday people comfortably and effectively.

Specialists in public relations should have a bachelors degree in marketing, business, psychology, or communications. Past work in a call center can be helpful, as can any experience in a media-focused setting like a periodical.

Brand management is a leadership role in many marketing teams. Brand managers are involved in the creation of a product at every stage. They research the competition a product or company faces in the marketplace, identifies marketing opportunities, oversees the advertising plan for a product, and monitors the finances of a marketing team.

In addition to a bachelors degree or a masters degree in marketing, business, or communications, a brand manager is expected to have several years of experience in some other area of marketing. This includes research, analysis, advertising, and sales. Because it is a management position, brand management requires demonstrated leadership abilities as well.

Understanding of what pull marketing strategies are, who uses them, and how those strategies are developed is a great first step to becoming a professional in the field. It serves as a strong foundation for more extensive training in marketing education programs that impart future professionals with the skills and knowledge necessary to excel in marketing.

A marketing education begins with coursework that explores the principles of many marketing strategies, including pull marketing. Course topics like supply chain principles place the concepts of push and pull marketing into the greater context of economics. Students will also take business technology courses that introduce students to everything from Internet research techniques to database management and image editing tools that are vital to branding, like Adobe Photoshop.

Advanced marketing classes concentrate on extended simulations and case studies. Students will examine success stories like the Tickle Me Elmo phenomenon in great and empirical detail. They will also learn how to apply their newly acquired skills in market research, advertising, and financial planning to implement simulated marketing projects of their own.

The skills and experience provided by a marketing education lay the groundwork for a long and successful career. Whether graduates go on to work with small start-ups, Fortune 500 corporations, or even start their own businesses, the value of a thorough marketing program pays dividends for a lifetime.

Difference Between Push and Pull Strategy

The two promotional strategy which is applied to get the product to the target market is Push and Pull Strategy. While in, the idea is to push the companys product onto customers by making them aware of it, at the point of purchase., relies on the notion, to get the customers come to you. The two types of strategies differ, in the way consumers are approached.

The term is derived from logistics and supply chain management, however, their use in marketing is not less. The movement of a product or information is the essence of push and pull strategy. This article excerpt may help you in understanding the difference between push and pull strategy.

Push strategy is a strategy that involves direction of marketing efforts to channel partners.

Pull strategy is a strategy that involves promotion of marketing efforts to the final consumer.

A strategy in which third party stocks companys product.

A strategy in which customers demand companys product from sellers.

To make customer aware of the product or brand.

To encourage customer to seek the product or brand.

Sales force, Trade promotion, money etc.

Advertising, Promotion and other forms of communication.

The strategy wherein marketing channels are used to push the product or service to sales channel is called push strategy. It explains the movement of products & services and information through intermediaries to the final consumer. In this strategy, the company takes their product to the customers, who are neither aware of it nor seeking it but the product is introduced to them, through various promotional activities.

The strategy uses trade show promotion, the point of sale display, direct selling, advertisement on radio, television, emails etc. to make an impact on consumers mind and reducing the time between discovery of product and purchasing it.

The business strategy which aims at generating interest or demand for a particular product or service of the target audience, in a way that they demand the product or service from the channel partners, is called pull strategy. In this strategy, the consumer demands are intensified by directing marketing strategies on them, which results in the pulling of products. Pull strategy uses methods like social networking, blogging, word of mouth, strategic placement of a product, media coverage and so on, for reaching a large audience.

In finer terms, any methods which are used for creating consumer demand for the product is called Pull strategy. It is one such strategy, in which customers actively seek products of a particular brand, due to its goodwill, quality, reliability and reputation.

The differences between push and pull strategy, is provided in the points given below:

The type of marketing strategy which involves direction of marketing efforts to intermediaries is called push strategy. On the other hand, the marketing strategy involving the promotion of marketing efforts to the end user is called pull strategy.

In pull strategy, communication of products or information is demanded by the buyer, while in push strategy, no such communication is demanded.

Push strategy aims at making customer aware of the product or brand. As against this, pull strategy encourages the customer to seek the product or brand.

Push strategy uses sales force, trade promotion, money, etc. to induce channel partners, to promote and distribute the product to the final customer. Conversely, pull strategy uses advertising, promotion and any other form of communication to instigate customer to demand product from channel partners.

Push strategy focuses on resource allocation whereas pull strategy is concerned with responsiveness.

There is a long lead time in push strategy. However, it is just opposite in the case of pull strategy.

Push strategy is best suited when there is low brand loyalty in a category. Unlike pull strategy, is appropriate for the products with high brand loyalty, where the consumers are well known about the differences in various brands, and they opt for a particular brand before they go shopping.

Top multinational companies like Coca-cola, Intel, Nike and many others employ both push and pull strategies effectively. When push strategy is implemented with a well designed and executed pull strategy, the result is phenomenal, as it generates consumer demand.

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Resources – Articl

Every marketing tactic falls into one of two categories: Push or Pull. Does your organization employ one or the other? How about both? More on that later. First, lets break down the two main marketing strategies.

Push Marketing is a form of advertising that sends communication to the user. Also known as direct response marketing or general advertising, it targets a specific audience with messages and offers. Email, direct mail, print and broadcast are prime examples of Push Marketing.

Yes, you guessed it, Pull Marketing is the opposite of Push Marketing. This type of marketing pulls prospects and shoppers into your website or social page. Todays buyer is an avid online researcher. He or she reads reviews, conducts keyword searches and asks online social friends for suggestions. Pull Marketing gives you an opportunity to attract the researcher wanting answers you provide. When a prospect finds an ebook, white paper or blog about a topic they want to know more about, Pull Marketing is at work.

Push Marketing and Pull Marketing differ in concept and application. Lets explore the five main differences.

Push Marketing: This is also known asoutboundmarketing, since it pushes marketing out to prospects and customers. With Push Marketing youre finding the prospects and theyre raising their hand when interested.

marketing. The term inbound means that your marketing efforts cause prospects to find you when they have an interest. They come to you for answers.

Push Marketing: A Push strategy is about devising ways to place a product or service offer before prospects. This approach usually involves some form of paid advertising: print, TV ads, radio spots and direct mail. However, email falls under Push Marketing as well.

: Pull makes it easier for researchers to find you. The focus is on creating awareness and increasing brand visibility and generating a lead, particularly online with content that often resides on your website.

Push Marketing: This type of marketing typically starts offline, with a few exceptions. A direct mail postcard is an example of offline marketing. It often drives prospects and customers to a physical location, a website/landing page or to an inbound phone number. An email offer is another example of how Push Marketing drives responders to a store, website or landing page.

: Pull is almost exclusively a web-based method. Online content you create is designed to take responders to a unique landing page to complete a form or place a call to an inbound number found on the landing page.

Push and Pull also differ in application. Lets consider a few specific examples.

Example 1: Direct Response Print and SEO

Push: You run Direct Response Print offering a free trial for your product and the prospect either visits a landing page or calls to place an order.

Pull: You focus on Search Engine Optimization and use key words on your site that are relevant to your product or service. A shopper finds your site online and calls you and places an order.

Push: You mail out a coupon offering a 20% discount with a limited-time offer. The customer goes online to purchase and uses the offer code they find on the postcard or they call you to purchase.

: You post a 20% off coupon on your Facebook page. One of your customers shares it with a friend and they download the coupon on their phone and go to your website to buy.

Push Marketing: If done correctly, Push Marketing can work really well. Direct Mail to customers is a perfect example. If you use your customer data to create personal and relevant communication, it can make them feel very special. It also moves them to take action sooner than later!

: Marketing is rewarding when prospects and customers come to you. (It just takes hard work. And it often takes more time to make this happen.) Pull Marketing generally enjoys a higher level of engagement because the prospect shows an interest and takes an action without you prompting them. However, Pull Marketing can fail if your content is not designed around the personas you want as customers. And because you often attract prospects in the early buying stage, it requires a longer-term conversion strategy. You guessed it, Push Marketing tactics like email, direct mail, outbound phone and face-to-face meetings will play a role.

Successful marketers rely on the strength of each approach and often use them together. You need Push to reach out to those who might not have heard of your service or company. A Push approach also is needed for communicating with your qualified leads, lapsed customers and existing customers to increase sales. You need Pull to attract those in the research or buying stage who are searching for your product or service and to promote your business as a thought leader.

When DMN3 works with clients, we always start with the end in mind to develop the best contact strategy. If a client needs leads fast, we will include some form of direct response — especially if they have a database of prospects and customers. If theyre trying to win back lapsed customers and have a database, we leverage that first with Push Marketing tactics. While we use inbound marketing in almost every campaign, it is not always a fast solution. And we try to manage clients expectations about how quickly they might see results. Creating content and getting a customers website ready to generate leads does take time and is dependent on ongoing content creation and unique landing pages using forms. These are just a few of the reasons you need an integrated approach to get the best ROI. Supercharge your marketing campaigns by making inbound and outbound work hand in hand.

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Pull Strategy in Marketing Defition Examples

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Pull Strategy in Marketing: Definition & Examples

Do you think marketing is pushy? This lesson explains the methods behind the madness. We will talk about the use of pull strategy in marketing and explore examples of how it is implemented.

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Ashley has taught college business courses and has a masters degree in management.

Do you think marketing is pushy? This lesson explains the methods behind the madness. We will talk about the use of pull strategy in marketing and explore examples of how it is implemented.

Almost everywhere we look we can find an example of a marketing technique. Such overexposure may lead some of us to feel a little cynical about the businesses behind all these promotional efforts. To overcome this issue, businesses have taken on a new approach. This approach involves using marketing techniques to gain a better understanding of customers and pull them in rather than chase them.

Marketingis used by companies to identify and communicate with their audience. There are four different categories found in the marketing mix: product, price, place and promotion. In this lesson, we will discuss an area of promotion known as pull strategy.

Apull strategyis a technique used to bring the customer to you. Rather than pushing your business on the customer, pull strategy involves the use ofpull tactics, or the communication of information, to attract the customer. Often these customers will start to market the business for you. For example, if you decided to open a local restaurant you might implement some specific tactics to pull in customers.

First, you might useadvertising and mass media promotion, such as placing radio or television ads, distributing flyers, sponsoring sports teams or using social media to communicate with as many consumers as possible. Your restaurant may want to start small by developing a social media page and hanging flyers. As the business grows, you could put money into a few more promotions. This strategy often takes up a significant amount of a marketing budget. Your restaurant may want to start small by developing a social media page and hanging fliers. As the business grows, you could put money into a few more promotions.

The strongest, yet typically the most difficult tactic to get started would beword-of-mouth referrals, which involves your customers telling others about your product or service. If your restaurant has good food and service, you are likely to get word-of-mouth referrals. Some businesses offer incentives to customers for referring new customers, which typically include discounts on future purchases.

Another tactic you might use a lot during holidays or the end of a season issales promotions and discounts, which involves offering the product or service to the customer at a discounted price. For example, your restaurant could offer free kids meals on Tuesdays to draw customers in on that day of the week. If you have a slow time of day at the restaurant, you might also consider running a special during that time.

A final tactic you could use iscustomer relationship management, which shows customers that you understand and care about what they want. Many companies are using database systems to gather and track customer information. If you are using a computer system, you can track your customers previous orders, or whether the meals were purchased on an eat-in or to-go basis. This makes it easier on the employee to input the order, such as a particular persons usual, and helps the customer feels special.

While your restaurant found a way to implement each of the pull tactics. Other industries may be better off by only implementing one of them. Lets go over some additional examples of how to use pull strategies.

One example is usingnewspaper ads. For example, the $7.99 pizza with two toppings ad caught your eye as you were flipping through the newspaper this morning. You yell to the kids, Guess whats for dinner tonight? without even realizing how the company has pulled you in.

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Another example would beonline banner ads. Lets say you sit down at the computer to checkout your favorite blog and see a banner ad about a huge sale at your favorite store. It reads, TODAY ONLY! How exciting! You immediately click the ad, find a few items you want and place an order before acknowledging how the company has pulled you in.

Customized computer operationsis another pull strategy. As an example, youre in the market for a new computer. You know what you want, but youre not sure about all the technical terms that go along with this purchase. To make sure that you get what you want, you choose a company that customizes your needs with the product. By simply calling the company and telling them what you plan to do with the computer, you receive the computer that is the best fit for you and this is designed to pull you in.

The last strategy isconsumer sales s ervices. Some of us choose to sell our unneeded or unwanted items through online auction services and ship them out of our homes. Or, we can send our previously used products to companies that specialize in auctions and have them take care of the sale process. These companies do not come after you. They pull you in by simply advertising their services and waiting for you come to them.

Lets recap all we learned. Companies usemarketingtechniques to identify and communicate with their audience. Apull strategyis a technique used to bring the customer to you. Rather than pushing the business on the consumer, this technique finds ways to get the customer to seek out the business, thereby marketing the business themselves.

Pull tactics include advertising and mass media promotion, word-of-mouth referrals, sales promotions and discounts, and customer relationship management.Advertising and mass media promotioninvolves communicating with as many consumers as possible by placing ads on the radio or television, producing flyers, sponsoring sports teams or using social media.Word-of-mouth referralsinvolve the customers telling others about your product or service.Sales promotions and discountsinclude offering the product or service to the customer at a discounted price. Throughcustomer relationship managementtechniques, you show customers that you understand them and care about what they want. The other tactics we discussed were newspaper ads, online banner ads, customized computer operations, and consumer sales services.

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