Push & Pull Promotion Strategies: Definitions & Examples

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  • 0:00 Advertising a Product
  • 0:55 Pull Promotion
  • 1:40 Examples of Pull Promotion
  • 2:14 Push Promotion
  • 3:03 Examples of Push Promotion
  • 3:50 Lesson Summary
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Lesson Transcript
Instructor: Kevin Newton

Kevin has edited encyclopedias, taught history, and has an MA in Islamic law/finance. He has since founded his own financial advice firm, Newton Analytical.

When companies are trying to get the word out about a product, they have two different basic strategies. In this lesson, we look at the push and pull promotion strategies and examples of each.

Advertising a Product

So, your company is ready to bring its latest widget to market. And boy, is it a game changer! You have every faith that your stockholders will be happy with your release of this latest advancement in widget technology. It is sleeker, faster, and cheaper. In short, everyone is going to want one, if not more than one!

There's just one little problem.

No one knows your widget exists.

That's nothing to worry about, however. In this lesson, we're going to take a look at two different types of advertising strategies that will help to put your latest widget into everyone's hands, and massive profits into your hands. First, we will discuss pull promotion strategy before moving on to push promotion strategy. We will also examine examples of each to make sure you have everything you need to make your widget release as successful as possible.

Pull Promotion

But wait, your widget is so wonderful that you shouldn't have to advertise it. Let's face it, we all feel that way about our products, even though consumers have so much choice that it's really difficult for them to find new things no matter how great they are. However, the truth is that some products do just have a certain draw, or pull, on customers. Pull promotion takes advantage of that quality by getting word out about the product, so that consumers pull the product along. After all, it is not just consumers that you are selling to. At some level, you must also convince stores and other retailers to offer your product shelf space. However, with pull promotion, the customer demand is so strong that good retailers will seek out your product to keep their clients happy.

Examples of Pull Promotion

Let's look at some examples of pull promotion. Remember, consumers should want to pull that product out of the retailer's hands, so this is largely brand-driven. By that I mean that brands matter. You probably think a lot about brands when it comes to cars or mobile phones, but do you really think about brands when it comes to picture frames? Probably not. As a result, look at the ways that cars and cell phones are sold, and you'll see great examples of pull promotion. Print or online advertising, word of mouth, consumer reviews, and special sales are all ways where companies tempt us into buying a product that we already know something about.

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