April 15, 2016
Marketing 101: The difference between the pull and the push
There are two ways to market a product, push or pull. Push is what most of us recognize, it means exactly that, being pushy - putting ads in front of people, interrupting things with commercials, being a pushy salesperson. And then there's the pull, which so subtle that many people don't even know it exists. I see it all of the time, and it's marketing at its finest.
Yesterday a friend of mine said, "Did you know that the Ford F-150 is the safest truck made because of its aluminum frame?" Really. Those exact words. And no, he doesn't work at a Ford dealership, he was just sharing what he considered interesting information. And my response was the "pull" - I said, "Why is that? Tell me more" (or words like that). As a consumer, I was pulling information, he wasn't pushing it on me.
Getting people to do your marketing for you is an amazing accomplishment. And I see it all of the time. That's why social media is so important to marketers. And not just because of the "push" - which many people can block anyway, but because of the pull, which can't be stopped by ad blockers, and is ultimately much more effective than the push, and more sincere.
Posted by Brad Hall