Being that my reputation proceeds me–no not that reputation–my reputation as a serial PR and marketing soapboxer, I get asked many marketing related questions. Recently a small business owner asked me what was meant by “push vs. pull” marketing and I realized that not many people outside of marketing would inherently know what that means (and ever more importantly why it matters). So in an attempt to be wholly informational and only moderately antagonistic I thought I’d lay out the differences so other small business owners can take advantage and better lay out their overall marketing strategy.
Push
Push marketing is the old school practice of creating a steady stream of verbal and visual vomit in an effort to brainwash people into loving a product because they’ve seen it so many times its seared into their consciousness and can never be removed–kind of like that image of Coco on the beach wearing nothing but a metallic thong. Push marketing is about getting a pure, unadulterated message out to the masses. Seems virtuous at its heart, but inherently its missing certain qualities that make it easily manipulated by ego-centric companies who open the flood gates of content without ever letting the stream run both ways. It’s kind of like hunting a moving target while you’ve got your radio blasting, you’re television on, and your entire party talking at the same time. You may be saying all the right things, but your target is always running away.
Pull
Pull marketing is the sexy, sultry creature enticing you at the end of the bar or the warm, comforting picturesque setting that just begs you to come inside and enjoy yourself for awhile. Its the perfect message, but instead of it being crammed down your throat through every medium possible, it’s just there ready when you’re ready, not too aggressive, not too passive, but intriguing and exactly what you’re looking for. It’s easy to find and answers all of your questions. Sometimes it even teaches you a thing or two that can make your life easier. It cares what you have to say, listens to your feedback, applies it, and looks to build a relationship before it asks you to go all the way. Most of all, it lets the customer come to it, instead of cornering the customer and pummeling her with a megaphone of marketing speak until they give in and buy whether they want to or not.
Push marketing is a poorly aimed bazooka.
Pull marketing is the well baited hook.
Push marketing is what we fast-forward our DVR through.
Pull marketing is the stuff we share on Facebook and email to our friends.
Push marketing is the slimy sales guy who can’t stop talking.
Pull marketing is the trusted advisor.
Bottom line–push marketing is one-way content sent out of every orifice in a steady stream of generic messaging. Pull marketing is a conversation between a caring entity that wants to educate and improve the customer’s life, and a customer who’s contribution to the process is valued and applied. Although both have messages, marketing materials, and content pull marketing is the one that brings the customer to you and keeps them coming back for more.
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Hmmm, so my boys do Push marketing on me. My wife does Push and Pull. And, I just like to PULL!
I have it worse. My nine year old uses logic and negotiation. Its like being cornered by the Mentalist and the Closer at the same time.
Shennandoah, Good explanation. I think people are just trying to use different terms to sound cool and impress their customers. The concept is nothing but Outbound marketing – where companies contacted customer and INbound Marketing, where users go in search of info.
Agreed, Eddie. Every year a new buzz word is tossed around to talk about the same things that are already out there. I think its done partly to feel trendy and cutting edge and partly as a measure of job security–by keeping it confusing so business owners don’t want to do it themselves. Thanks for commenting! Stop by anytime!
Shennandoah, great post. I’m going to share this with my team. It’s a great case for why we’re changing the way we talk to customers.
Thanks!
Aaron
Thanks Aaron! Glad to be of service
“Push marketing is a poorly aimed bazooka”
This statement is inaccurate and this entire article is rather misleading. Push marketing simply refers to whether you specifically and proactively target your prospect or customer and use marketing channels directly to make contact with them rather than wait for them to come to you.
Both pull and push have their place within an effective marketing approach but to suggest that pull marketing is the only way marketing works does not provide the entire picture. Your definitions and examples of push vs. pull are not entirely accurate either.
I see you employ an email newsletter at your site. Used correctly that’s a method of push marketing. If all you did was wait for people to come to your website and wait for them to make contact, you probably realize that this is a less effective approach than inviting people who are interested to connect with you, perhaps offer them a report or newsletter or other “Valuable Freebie” and then make contact with them by email to promote your business.
If you targeted people in your database for a specific offer (perhaps people who already bought Product “X”) then that is a method employed within direct push marketing.
We all assumed that websites were the death knell of direct response marketing, yet businesses who use each marketing approach and each marketing channel correctly reap better rewards than those who wait passively for their customers to come to them.
Any business who uses any “poorly aimed bazooka” in either method – push or pull – or any channel (website, social media, email, radio, TV, etc.) is ineffective.
If it’s poorly aimed it’s not marketing.