The Push and Pull in American Marketing

When we start working with our clients at AmeriStart, we do many things depending on the customer & contract.  We often ask the customer to use our outlines of a self assessment, which we then combine our own research and process methodology to execute and document a "Market Readiness Assessment," which tells us about their current condition from a sales and marketing perspective. This gives all parties a great snapshot of where we are now.
Once we complete that, we create the "Sales and Marketing Recommendation" plan.  This sets the strategy around which we will execute their business development efforts in the US.
In most cases, we document and discus various types of "push" and "pull" marketing strategies.  More often than not, the customers are not familiar with the terms "push" and "pull" in marketing.  today, we'll explore those two terms.  Ready?

ITS ALL IN THE WORDS...
When you execute "Push" marketing, the consumer is not actively seeking the information.  Rather it is "pushed at" that customer by some type of promotion. In some cases, the producer (or manufacturer) promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers.  In service businesses, its typically right from the provider to the consumer (businesses and/or individuals)
The complete opposite is true in a "Pull" system.  The consumer is actively involved and "pulls it" from various marketing channels.If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers (or manufacturers).
The end result of both of these types of marketing is "Demand Generation."  The biggest difference in most cases is related to the consumer's awareness of a given product or service.  Sometimes, the same forms of mediums are used in a different way.  That's where some of the confusion comes in.
PRACTICAL EXAMPLES
When you are "pushing" marketing and sales to American consumers, in many cases it is in an effort to make them aware of either your business or your products.  In some cases, the consumers may not even know that your product or service even exists.  This is an important distinction, because if the end consumer is not aware of you or your product/service, why would they have an active involvement in seeking it out?  Here are some very basic examples of Push marketing:

• Direct mail sent to the customer.  it could be letters, postcards, dimensional mailings, or other types.
   
• Cold Calling to prospective customers.  Some companies are even using a little bit of voice broadcasting to supplement this.
   
• Email Promotions.  Sending promotional oriented emails directly, or distribution services.  I personally address the email marketing methodology quite a bit.  Be cautious when you consider using this means.  I wrote a blog on this topic recently and of course you don't want to be labeled a SPAM sender.  Oh and be aware of the latest updates to the laws.
   
• Advertising:  Television, Radio, Internet.  Its giving exposure.  This can be a costly effort to make.

When you are developing your "pull" marketing and sales efforts, the customer is typically aware at the very least that your type of product or service is available.  Perhaps, they are seeking out a lower cost on the product/service, or better customer service, or quicker shipping, or ratings on products.  The basic premise is that you are trying to get exposure to those people and businesses that need your product/service and know it.  Here are some very basic types of Pull marketing:

• Coupons.  Send them 15% off or buy one get one free.  these are typical of Business to Consumer promotions.  its usually about savings.
   
• Search Engines.  Getting on top of the search engines with relevant key words and phrases.
   
• Websites.  This can fall on both sides of the push and pull, but unless the customer is somehow aware, they are not visiting your site.
   
• Call Center and Inbound Sales representatives.  These people take sales questions and process orders.

The push and pull of American Marketing is key to your success.  How will you implement them?