Many people go into business without much knowledge in marketing.
Some actually believe that if you have a product or service that offers good value, then customers will just automatically come to their doors.
However, the reality is, having the best product or service does not always guarantee that consumers will go to your business; because they will more often than not, buy what comes first in their minds or go to where they believe they can get the best value for their money.
So if your target market does not know you, or they believe that the value of your product or service is not worth their hard-earned cash, then they’ll probably just ignore you and do their purchase somewhere else.
Thus the importance of marketing, and learning the two most basic types of it, push marketing and pull marketing, is essential in drawing an effective marketing plan for your business.
Push Marketing and Pull Marketing
Imagine that you have a hamburger restaurant and a hungry couple is standing right outside your door. How will you force them to come in and have a meal?
Did you imagine yourself standing outside with them and “pushing” them to go inside? Or did you imagine yourself standing at the door and “pulling” them to come in?
In marketing, the type and direction of force you use is what defines push and pull marketing strategies.
Push marketing often comes in the form of direct advertising. It is reaching out to your consumers to create a demand for your product. Some push marketing strategies include:
- television and radio commercials
- billboard ads
- flyer distribution
- direct mail and email blasts
Pull marketing, on the other hand, can basically be defined as indirect advertising. This works by enticing consumers to seek your product without you having a direct influence in their purchasing decision.
For example, if you ask me, “Where’s the best sans rival in the country?” I’d probably answer Lachi’s in Davao City.
I am not the owner of Lachi’s nor did they pay me to recommend their restaurant. But somehow, they’ve managed to market their business through my recommendation.
Thus, at the most basic level, some pull marketing strategies could include:
- converting consumers into brand advocates
- social media and viral marketing
- search engine optimization
- good public relations
Push Marketing vs Pull Marketing
For a start-up business, which marketing strategy works best? I’d say either… I’ve seen new businesses successfully establish their initial market by using either push or pull marketing strategies alone.
But for long term success, a mix of both strategies is essential in my opinion; because some customers react only to one type or the other.
So balancing your push and pull marketing efforts will make sure that you maximize your reach of your target market.
And also, some marketing strategies act like a little of both types, because the boundaries of push and pull marketing is really separated by only a thin line.
As always, regardless of what strategies you implement for your business, remember that successful marketing needs to be visible, consistent and persistent.
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