Push and pull marketing each serve their purposes, but, like most things we’re discovering with integrated marketing, they often work best when they’re working together.
Some of the benefits to push marketing are:
- A small brand is able to reach a broader audience when using a television or radio ad.
- Brands are also able to use push marketing when a particular time-table is important, like sending an email blast about an upcoming sale.
- Push marketing is also essential when you’re a new business or a business rebranding yourself, making use of services like direct-mail.
Pull marketing allows a business to:
- Develop brand loyalty through social media platforms such as Yelp and FourSquare, having customers find you and check-in. You can even offer a coupon or discount.
- Market without a big budget. Many pull marketing techniques can be done through free social media posts, blogs, YouTube videos, etc.
- Showcase you as being an expert through publishing blogs or offering white papers about specific topics that will help you gain an audience.
Push and pull marketing can work together in really compelling ways. When someone searches for a YouTube video on a particular subject and ends up subscribing to a channel, or when the use of good SEO and Google AdWords leads to a Google search with your company’s website at the top of it are both examples of having a good balanced marketing approach.
Push marketing is also more expensive than pull marketing. However, pull marketing often takes more effort to develop and maintain. Push marketing can better for creating brand awareness, and pull marketing is great for maintaining brand loyalty. The best scenario is having both together in a hybrid method.
When thinking about push and pull marketing, it’s important to remember that social media, a favorite marketing tool, is not the place you want your customers to stay. Using a combination of both push and pull marketing, the goal is to get people to your website where you can, again, offer a combination of push and pull methods to gain them as a customer. The trouble is many people have seemingly abandoned their websites in favor of social media when they should be using them as a hubs instead. After all, companies do not own what they do on a social media site, whereas on their website, they do.
I really enjoy acknowledging and reviewing local brands who effectively use a hybrid of push and pull marketing right here in Central Florida. One such brand in the Central Florida YMCA.
The Central FL YMCA shows great brand consistency through the use of their logo and design. They use their website, mobile, and social media to inform and educate. They have social media buttons on their homepage.
As summer begins, they are also using consistent messaging and visuals, all highlighting their swimming programs.
Another local brand that is leveraging savvy marketing is Real Life Church.
While some people may not think of a church as a brand, they are still trying to attract folks to enter their doors.
Real Life Church shows great branding and consistency across various platforms and sites. Here they are showcasing their current series, “Transformed: A Study In Romans.”
They are definitely trying to get folks to their website where they can find out more information, find a location, watch videos of messages, or even give to their ministry.
I know some folks who don’t appreciate this sort of integrated marketing from an organization like a church, but really they’re just using smart methods to interest people enough to visit and then continue their engagement.
The pastors from Real Life also have a television show on a local Christian station called “Real Talk.” This is just another extension of them marketing their message while showing a brand personality that is approachable.