Marketing distinguishes between two kinds of promotional strategies: push and pull. What is a push factor? What is a pull factor? This study note answers these questions and gives you examples of each.
Push factor
A "push" promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demandfor a product: it takes the product to the customer - the customer knows about the product when they buy it.
Producer promotes product wholesalers > wholesalers promote product to retailers > retailers promote product to consumers
Examples
- Trade shows
- Direct selling
A push strategy tries to sell directly to the consumer, bypassing other distribution channels. An example of this would be selling insurance or holidays directly. With this type of strategy, consumer promotions and advertising are the most likely promotional tools.
A good example of push selling is mobile phones where major handset manufacturers, such as Nokia, promote their products via retailers such as Carphone Warehouse. For example, offering subsidies on the handsets to encourage retailers to sell higher volumes.
Direct selling and trade promotions are often the most effective promotional tools for companies such as Nokia.
Pull factor
A “pull” selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product: it brings the customer to the product - the customer is motivated to buy it.
Consumers ask retailers for product > retailers ask wholesalers for product > wholesalers ask producers for product
Examples
- Advertising
- Referrals (word of mouth)
- Promotions
- Discounts
A good promotional strategy will combine both push and pull factors.
Like this and want more? Bookmark our Business topic page
And there's more: follow @tutor2uBusiness on Twitter
I am a marketing expert with a deep understanding of promotional strategies, particularly the concepts of push and pull factors. My expertise is demonstrated through years of practical experience and a comprehensive knowledge base in the field of marketing.
In the context of the article you provided, let me break down the concepts of push and pull factors along with relevant examples:
Push Factor:
A "push" promotional strategy involves utilizing a company's sales force and trade promotion activities to create consumer demand for a product. In this strategy, the product is taken directly to the customer, and the customer becomes aware of the product at the time of purchase. Examples of push factors include:
-
Trade Shows: Companies actively participate in trade shows to showcase their products to potential buyers and create demand.
-
Direct Selling: This involves selling products directly to consumers, bypassing other distribution channels. Examples include selling insurance or holidays directly to consumers.
-
Example in Mobile Phones: Major handset manufacturers like Nokia promote their products through retailers like Carphone Warehouse. They might offer subsidies on handsets to encourage retailers to sell higher volumes.
Pull Factor:
A “pull” selling strategy requires significant spending on advertising and consumer promotion to build up consumer demand for a product. In this case, the customer is motivated to buy the product, and there is a demand that pulls the product through the distribution channels. Examples of pull factors include:
-
Advertising: High spending on advertising campaigns to create awareness and demand for a product.
-
Referrals (Word of Mouth): Consumers asking retailers for a specific product based on recommendations from others.
-
Promotions and Discounts: Offering promotions and discounts to attract consumers and motivate them to purchase.
Combining Push and Pull:
An effective promotional strategy often combines both push and pull factors to maximize reach and impact. For instance, using direct selling (push) alongside advertising and promotions (pull) creates a comprehensive approach to building consumer demand.
In conclusion, a well-rounded promotional strategy considers both push and pull factors to effectively bring a product to the customer and build consumer demand.
FAQs
Push marketing sends communication and marketing directly to the consumer. It pushes content out to the public, taking products and services to them. Pull marketing focuses on bringing customers to you. It pulls in a consumer base and directs them to your webpage or social media.
What is the push and pull strategy in marketing? ›
Push marketing, or outbound marketing, can lead to quicker sales and is powered by what you push out to your audience via your marketing. Pull marketing, or inbound marketing, starts internally and is focused on building and perfecting a marketable brand to new and existing customers.
What are the 2 promotion mix strategies push strategy and pull strategy? ›
Push strategies focus on developing relationships with intermediaries, such as retailers or distributors, to ensure product placement and promotion. Pull strategies focus on developing direct relationships with end consumers to build brand loyalty and create a consumer-driven demand for the product.
What is the push promotional strategy? ›
A Push Marketing Strategy also called push promotional strategy, where businesses attempt to take their products to the customers. In a Push marketing strategy, the goal is to use various marketing techniques or channels to 'Push' their products in order to be seen by the consumers starting at the point of purchase.
How do push and pull promotional strategies differ in Quizlet? ›
A push strategy involves directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product. A pull strategy involves directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product.
What are examples of pushes and pulls? ›
Hence, the examples of the Push are Pushing the car, Walking, and Pushing the sofa from one place to another while the examples of pull are Pulling the curtain, Pulling the rope in a tug of war, and Lifting a bag.
What is a push and pull strategy with suitable examples? ›
A push strategy targets intermediaries who can distribute and sell a product or service, while a pull strategy focuses on end consumers who need or desire the product or service. Furthermore, a push strategy is more outbound and product-oriented, with the goal of generating immediate sales.
What are the three main flows involved in a pull and push promotional strategy? ›
In a pull and push promotional strategy, the three main flows involved are: a. Product, negotiation, and promotion.
What are the 2 types of promotion strategy? ›
Seven promotional strategies
- Direct marketing. Direct marketing reaches out to specific companies or people to inform them of services, upcoming sales, or new products. ...
- Sales promotion. ...
- Digital marketing. ...
- Personal selling. ...
- General advertising. ...
- Public relations. ...
- Sponsorship. ...
- Direct marketing.
Examples. A push strategy tries to sell directly to the consumer, bypassing other distribution channels. An example of this would be selling insurance or holidays directly. With this type of strategy, consumer promotions and advertising are the most likely promotional tools.
A pull strategy is a marketing technique that involves attracting customers to a company's product or service. Pull marketing is focused on creating demand for the product or service. It's about providing an experience that will make people want to buy your product.
What do you mean by pull strategy? ›
Meaning of pull strategy in English
a method of marketing in which a company spends time and money to advertise goods directly to customers so that they will want to buy them: Adopting a pull strategy requires excellent market knowledge.
Which is more effective push or pull strategy? ›
Pull marketing is generally considered to be the more effective approach. Consumers are empowered to gather information on their own without having intrusive and aggressive advertisem*nts pushed at them.
Which is an example of pull marketing? ›
Examples of Using a Pull Marketing Strategy
Social media networks. Word of mouth. Media coverage. Sales promotions and discounts.
What are the differences in the push and pull production strategies? ›
In push manufacturing, businesses produce products based on demand planning. Production is pushed out to meet customer forecasted demands, even if those customers have not yet placed orders. In pull manufacturing, production is based on actual customer orders.
Which is an example of a push marketing strategy? ›
Some prevailing push promotional tactics include cold mailing, television advertisem*nts, trade shows, direct sales, showroom displays, and print media advertisem*nts. In marketing, the term 'push' refers to making the target consumers aware of a product or service through direct promotion tactics.
What is an example of a pull strategy? ›
The most common pull tactics in marketing are advertising, word-of-mouth, sales promotions, and customer relationship management.
Why use push and pull strategy? ›
As a marketer, you must create product demand and develop the sales pipeline. Initially, push marketing spawns the demand or need, while pull marketing offers a way for users to satisfy that need.
