In push strategy, the company takes the product to the customers. This strategy requires the manufacturer to get the product to the customers. It involves fixing up distribution channels, influencing mediators and retailers to stock up the company’s products, designing point of sale materials or even personal selling.
Examples of Push Strategy
- Trade show advertisements to boost retailer demand.
- Personal selling or direct selling to customers in showrooms.
- Negotiating with retailers to stock up the company’s product.
- Effective supply chain providing retailers with an adequate supply.
- Better package design to promote purchase.
- Point of sale displays.
The push strategy employs the company’s sales force, trade promotion capital or other means to influence mediators to carry, promote, and sell the product to the customers making sure that they are aware of the brand at the point of purchase.
It proves to be of great help for brands that have low brand loyalty in a certain category as the product is usually an impulse item, and product advantages are better appreciated.
In the pull strategy, the company gets the customers to come towards them to buy a commodity. It points at the customers actively looking out for the company’s product and retailers filling up their stocks due to direct consumer demand.
Buyers actively seek out the company’s brand, and the producer applies advertising, promotion along with other forms of communication to influence consumers to buy the product, which increases its value.
Examples of Pull Strategy
- Advertisement and mass media promotions.
- Word of mouth referrals.
- Customer relationship management.
- Sales promotions and discounts.
Push strategy is expressly suitable for companies with high brand loyalty and involvement in a product category where buyers can differentiate between brands prefer it even before they arrive at the store.
Push strategy is usually more efficient when combined with a well constructed and well-performed pull strategy that stimulates consumer demand.
Pull vs Push Marketing
1. The basic difference between the two lies in how the firm approaches the consumer.
2. In Push Marketing, the idea of advertising is to push the company’s product on to the customers when they are not actively looking for that particular company’s products, whereas,
3.In Pull Marketing, the customers actively look out for the firm’s offerings, in response to direct demand.
4.For instance, social media is deemed as a “push” channel, whereas search engines and databases such as Google, Bing, Youtube, etc. come into the “pull” category.
Example – Nike – Pull Marketing
Nike makes comprehensive use of push and pulls strategies that are used on consumers. One pull marketing method used by Nike is the possibility to sign-up on its website to receive emails regarding the company’s latest merchandises.
The website also incorporates links at the bottom of its website that redirect the viewers to its various social media accounts like Nike’s Twitter, Facebook, YouTube and Instagram. Nike also uses pull techniques making use of several mobile apps such as Nike Soccer, Nike SB, Nike+ Running, Nike+ Training Club, Nike+ Fuelband and Nike+ Move that can be downloaded on iOS and androids.
Apps enable consumers to explore a brand further. Nike app has recently started making use of AR and AI to scan feet for the perfect fit. It has introduced an app that gives “hyper-accurate” sizing recommendations for its shoes by simply scanning your feet using the smartphone camera.
The app called Nike Fit is made available in-store and at home to address the concern of customers using the wrong-fit shoe. The app called Nike Fit is made available in-store and at home to address the concern of customers using the wrong-fit shoe.
Example – Nike #Justdoit Campaign
Example – Nike – Push Marketing
Nike’s push marketing strategies involve making commercials, giving print ads and retailing its products in other retail shops. Nike reaches its target market by pushing its message at consumers via TV, print ads by placing them in media publications such as magazines and newspapers.
Another push tactic Nike uses is retailing its products in various retail stores. This increases the visibility and availability of the product. E.g., Nike shoes and other sports apparels are commonly spotted in shops that specialize in athletic products, shoes or activewear.