A while ago, folks participated in trade shows to let word out about their products. But, today is that all available to promote your product?
Nope, there are too many options. There are options based on your business model – retail vs. wholesale.
If yours is a wholesale model, you are traditionally expected to use Push Marketing. Push Marketing, a promotional strategy that involves taking the product directly to the customer via whatever means and ensuring that the customer is aware of your brand at the point of purchase.
A Trade Show participation or negotiation with retailers to stock the product etc are classic example of Push Marketing.
On the other hand, if yours is a retail model, you are traditionally expected to use Pull Marketing. Pull Marketing, a promotional strategy with the idea that people will find your company because your company was able to build a successful brand
Social Media Promotion is a classic example of Pull Marketing.
Switching gears, do these traditional expectations prove right in today’s generation?
Answer is flat No!!!!!
It’s after all information overloaded age. People are talking about Attention Economy. In that case, Business needs to use every possible opportunity to get the product literally into consumer’s head.
Today Businesses are compelled to use both “Push” as well “Pull” strategies. They cannot remain back with the thought that we have established our Brand, so Pull Marketing is all we need and customers will find us. In this Brand crowded world, it is so very easy to lose your Brand Identity, so are your customers.
Using both Push and Pull marketing together is the need of the hour.
Just take our own case, we regularly participate in Trade Shows (Push Marketing). But, we also equally concentrate on our Social Media Promotion (Pull Marketing).
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