🤝 Push vs Pull Marketing

The both marketing strategies Push-/Pull-Marketing differ quite a lot. In this episode you learn where the difference lays and which of these strategies fits best for your startup….

Push and Pull Marketing are two established marketing strategies that are used by many businesses. But what are the differences and which one is most applicable to you and your product? More on that in this episode…

Let’s start with Push Marketing, since it can be applied easier in the case of a small business because it is cheaper and easier to track. But more about that below. Push Marketing means that you directly push your product into the hands/inboxes/minds of the customers. For example, you could imagine that you own a lipstick company. You’re not well known, just a small brand that has just produced a new lipstick with an awesome blue colour compared to all the red ones. Naturally, you want to sell it, but no one would buy it because no potential costumer knows your brand. You then use the classical Push Marketing to push your product into the hands of your costumers. How would that work? You could give your intermediates, e.g. the shop that sells your product, a special discount so they earn more money with your lipstick. It is therefore in their interest to sell more items of your lipstick compared to the other ones. The employees would then refer to your lipstick when potential costumers are looking for a blue lipstick because the store gets a higher percentage of the prize and that is beneficial for their company as well. This would be in the classical fields, where you push it into certain discounts and partner help you to give your product to the customers when they need it. In the more digital world and with us as digital entrepreneurs, it would be the same with Google Adverts. To explain: a customer could be searching for a To-Do-List and they would maybe not go to your To-Do-List service, they would be directed more likely towards a big brand like “Wunderlist”, a Berlin based company. Your new to-do list is not well known yet and what you do is: you pay the adverts so your product is shown to potential costumers that are searching for to-do lists. Ideally, your product will be shown to them as one of the first results and they click on it and check it out. It is therefore pushing your product directly into the hands of the customers. The Pull Marketing is more about the brand awareness and brand building over all. A typical Pull Marketing company would be Apple. Many people buy a variety of products from Apple because they know the brand. So if they have a problem they will go to Apple for the solution. Sounds awesome, right? I would love to have that for my brand. But that is hard to achieve, that’s why I think it is not easy to apply for smaller businesses because you don’t have the reach and money to build that size of a brand awareness, even if it’s in your smaller niche. It will take quite a long time and quite a lot of money to make the people aware of your company. Traditionally, you would use TV advertisements and expose your brand over and over again to many people until they associate your brand with a certain field and directly search for your brand. If you are at that stage, it is fantastic, but getting there is hard and it’s not very trackable. With Push Marketing, in contrast, you directly see certain marketing strategies that worked for you. Maybe you employed a strategy and see that you sold 10 copies more of your software or whatever your product may be. You can directly relate to it. With Pull Marketing it is difficult, because over all: your sales will increase over time. But after a nice TV spot, sales don’t necessarily have to increase immediately. It can still be profitable, but that will only show in the long run, when people think about the spot you did and then buy your products. Hence I think Pull Marketing is not as applicable for smaller or mini businesses and you should go for Push Marketing. It is the conventional way of giving the customers a solution, your product, directly.