Push marketing examples (sales) involves direct access to the target buyer with a specific offer of a product or service. At the same time, the needs and consumer behavior of the buyer must be studied well. The advertising message and the offered product must be “honed” for these needs and the distribution channels of the product correspond to the consumer behavior.
Push strategy examples are based on the principle “The product goes to the buyer.” It is useful to characterize two types of strategy – push marketing strategy and a pull-strategy. The main difference between them is the role of the reseller. In the push strategy, the reseller plays a very active role. In a pull strategy, its role is rather passive. In a pull strategy, the manufacturer assumes the main responsibility for creating demand at the level of end customers through promotional activities and personal sales aimed directly at the end customer. In the push strategy, personal sales are used to stimulate demand at all levels of the marketing channel – from the manufacturer to the reseller and from the reseller to the final customer, among which there may be several more reseller levels. In a define push strategy, a reseller is responsible for creating demand, and in a pull strategy, it is responsible for serving demand.
Before continuing to examine the differences between examples of push marketing and pull strategies, it should be noted that this is usually not a complete opposition to each other but rather some preference for either a push strategy or a pull strategy. A typical manufacturer’s marketing strategy includes elements of both approaches.
In the push strategy, all elements of the marketing mix should be adjusted so that the emphasis is placed on the active role of the resellers. Prices and margins should be adequate for resellers to play this role. The promotional mix, which includes promotional activities, personal sales, and the development of a compensation program for sales staff, should be structured to reflect the important role of resellers and the need to support them. Push strategies are usually accompanied by selective distribution. A characteristic feature of pullout strategies is intensive distribution. In a pull strategy, advertising and sales promotion measures often dominate the marketing communications budget. In a push strategy, one of the main means of product promotion is personal selling. In a push strategy, a reseller may be responsible for customizing the product so that the latter meets the requirements of individual customers.
With the help of the pull strategy, the finished product is usually promoted without modifications. Push strategies are most actively used in industrial markets. The consumer sector, as a rule, is a “battlefield” for competing pull strategies.
Thanks to the concept of push and pull strategies an important analytical distinction can be made between the active and passive roles of the reseller, the service provider, and the end customer. This makes it possible to understand the changing role of industrial resellers in the marketing strategy and the difference between the industrial and consumer markets.
Web Push is another way of communication that is not yet very often used by marketers.
Web push about abandoned cart
You probably already know that for this purpose, you can launch a message about an abandoned basket in the form of a pop-up when leaving the site or email. Plus of Web Push notifications is in that you can catch customers after they have left the site and not wait for them to go to the mail.
Web Push for additional sales
Remind the customer about yourself after the purchase and offer related products. For example, if someone has bought a bike, send him a message a week later with a link to a review of bicycle helmets. Note that you do not sell immediately but share useful content, while reminding about yourself.
Web Push for returning departed users
If the new user does not visit the site for more than 3 days, remind about the next steps on the site or show your value. For example, “Continue to create your financial plan in the service”.