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Promotion is an important part of any marketing strategy. You can have the best product or service out there, but unless you promote it successfully, no one will know about it. There are three basic types of promotional strategies — a push strategy, a pull strategy or a combination of the two.
In general, a push strategy is sales oriented, a pull strategy is marketing-oriented and a push-pull strategy is a combination of the two.
Push Strategy A push promotional strategy works to create customer demand for your product or service through promotion: Appealing package design and maintaining a reputation for reliability, value or style are also used in push strategies.
One example of a push strategy is mobile phone sales, where manufacturers offer discounts on phones to encourage buyers to chose their phone. Push promotional strategies also focus on selling directly to customers, for example, through point of sale displays and direct approaches to customers.
Pull Strategy A pull promotional strategy uses advertising to build up customer demand for a product or service.
For example, advertising children's toys on children's television shows is a pull strategy. The children ask their parents for the toys, the parents ask the retailers and the retailers the order the toys from the manufacturer.
Other pull strategies include sales promotions, offering discounts or two-for-one offers and building demand through social media sites such as YouTube.
Combination Strategies Some companies use a combination of both push and pull strategies. They push to create customer demand through constantly developing new products and offering these products in stores; and pull customers towards these products through advertising and promotion deals.
According to marketing expert Blair Entenmann, in an article he wrote for his company MarketingHelp! The amount spent on each type of strategy will depend on factors such as budget, the type of product, the target audience and competition.
When To Use Push promotional strategies work well for lower cost items, or items where customers may make a decision on the spot. New businesses use push strategies to develop retail markets for their products and to generate exposure. Once a product is already in stores, a pull strategy creates additional demand for the product.
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Branding Strategies With the passage of time, successful companies grow and the number of products handled by most companies also grows.
These companies face the question as to what kind of branding relationships these products will have.