What is a Pull Marketing Strategy?
A pull marketing strategy, also called a pull promotional strategy, refers to a strategy in which a firm increases demand for its products and draws (“pulls”) consumers to the product. Pull marketing strategies revolve around getting consumers to want a particular product. A pull marketing strategy can be used by itself or in conjunction with a push marketing strategy.
In a pull marketing strategy, the goal is to make a consumer actively seek a product and get retailers to stock the product due to direct consumer demand.
Examples of Using a Pull Marketing Strategy
In a pull marketing strategy, the firm markets the product directly to consumers. The consumers would then seek out the products to purchase. There are several pull marketing methods available today, including:
- Social media networks
- Word of mouth
- Media coverage
- Sales promotions and discounts
- Email marketing
Illustration of a Pull Marketing Strategy
A push marketing strategy is illustrated as follows:
As illustrated above, a pull marketing strategy involves using marketing activities to pull consumers to its products.
With reference to the illustration above, a production company runs marketing campaigns directly to consumers. Due to the marketing campaigns, consumers seek out a particular product and go to retailers to purchase the product. Retailers reach out to the producer to stock the product due to direct consumer demand.
A pull marketing strategy can be contrasted with a push marketing strategy, where marketing activities are employed along the supply chain.
Example of a Pull Marketing Strategy
Colin recently launched a new product – the Fanner 3000. After spending months in the hot weather of Hong Kong, Colin developed an innovative fan product that emits no sound, is priced competitively, is energy efficient, and is able to cool the room to a determined temperature.
To market his product, Colin decided to drive demand to the product through social media buzz, word of mouth, and media coverage. To be more specific, Colin ran several Facebook and Instagram advertisements, worked with YouTube influencers to create video promotions and got his product featured on a technology media coverage website. A week into the marketing activities, Colin’s phone starts ringing as retailers and distributors inquire about stocking the product at their stores.
Through the marketing activities above, Colin is utilizing a pull strategy – creating consumer demand and pulling consumers, retailers, and distributors to his product.
Advantages of a Pull Marketing Strategy
There are several advantages to a pull marketing strategy:
- Able to establish direct contact with consumers and build consumer loyalty
- Stronger bargaining power with retailers and distributors
- Focuses on creating brand equity and product value
- Consumers are actively seeking out the product, which removes the pressure of conducting outbound marketing.
- Used to test a product’s acceptance in the market and gain feedback on the product.
Disadvantages to a Pull Marketing Strategy
There are several disadvantages to a pull marketing strategy:
- Works effectively only when there is high brand loyalty.
- Lead time is long as consumers are comparing alternatives before making a purchase.
- Requires creating high demand for a product, which can be difficult in a highly competitive landscape.
- Requires strong marketing efforts to convince consumers to actively seek out the product.
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