Push vs Pull Advertising

by: Nandang S Nugraha | Total views: 39 | Word Count: 505 | View PDF | Print View

 by: Henry Coleman

Push vs. Pull Advertising - Understand the Consequences for your Product or Service

You will save yourself a considerable amount of time and
money if you first determine your product’s (or service’s) suitability
for "pull" and "push" advertising.

Pull advertising is geared to draw visitors to your
website when they are actively seeking your product or service. Prime
examples of pull advertising are search engine optimization, cost per
click search engines, directory listings, yellow page ads, and shopping
portals such as mySimon and DealTime.

Push advertising refers to all efforts to get the word
out to an entire group of potential customers in order to hit the few
that many be currently interested in your product or service. Most
traditional offline advertising efforts (magazine, billboard,
newspaper, tv, classifieds, etc) as well as online banners ads and
email broadcasts are considered push marketing.

Understanding which approach is best suited for your product should become the cornerstone of your advertising strategy.

Take as an example the results of our wine accessories
company (not wine, but accessories like corkscrews and wine glasses).
Each of our push advertising efforts failed. We have tried ads in
targeted magazine, opt-in email campaigns, banner campaigns at wine
industry websites, ads in gourmet website newsletters, you name it. We
have yet to receive a response (measured in customer orders) to justify
the cost.

It all comes down to the fact that as much as we would
like to think so, people don't really need $50 Austrian crystal wine
glasses. There are simply too many product and vendor substitutes to
command the purchase of even avid wine drinkers.

Pull advertising, on the other hand, has been extremely
effective at acquiring profitable traffic. When someone does a search
online for terms such as “wine decanters” we have found that these
people are ready and willing to spend money the very first time they
visit our site.

If you are fortunate enough to sell a product or service
that falls into the ‘need’ or ‘unique’ category you may be able to take
advantage of all of the push and pull media outlets available to your
industry. Your job will be to simply find which advertising channels
offer you the best return on investment.

Be realistic and objective about your product. In order
for small company push marketing to be effective you must be selling
either a universally desired or a truly unique product.

Is your product or service so desired or unique that by
simply introducing it to your audience you will be able to acquire a
sale? If not, you should work to maximize your exposure in every single
pull advertising vehicle. You may grow a little slower than you would
prefer, but slow profitable growth is always better than going out of
business while waiting for an ad campaign to pay off.

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Please feel free to publish this article and resource box
in your ezine, newsletter, offline publication or website. A copy would
be appreciated at mailto: info@lessonsfromthefront.com.

About the Author

Henry Coleman is an experienced entrepreneur and the primary author of Lessons From The Front - A Practical Guide to Starting & Growing Your Internet Business. Visit http://lessonsfromthefront.com to get an inside look at how you can build a real business from the ground up.

info@lessonsfromthefront.com

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