Sometimes, it is the unexpected PR events that showcase the brilliance of creative minds in the marketing industry. Take, for instance, the social media sensation stirred up by none other than KFC in 2017. It all began when a Twitter user, Mike Edgette (@edgette22), noticed something unusual about KFC’s official Twitter account.
Instead of following a long list of users to gain more followers, KFC chose a different path. They followed only 11 accounts. What makes this decision intriguing is the selection of these 11 accounts. Among them were the five former Spice Girls and six people named “Herb”. In essence, KFC was subtly hinting at its famous “eleven secret herbs and spices.”
Mike’s keen observation went viral, quickly spreading beyond his small group of followers to amass a substantial number of retweets and likes. However, KFC’s response was what truly set this marketing approach apart. They not only acknowledged Mike’s discovery but also surprised him with an unconventional gift: a custom painting featuring Mike and Colonel Sanders in a playful pose against a beautiful forest backdrop.
Their unique approach managed to pull customers towards their brand and create substantial attention. Instead of merely introducing their product to unaware customers, KFC’s creative engagement sparked significant interest and discussions, drawing people into their story and leaving a memorable impression.
In the past, businesses relied on push marketing, bombarding consumers with flashy ads and promotions. But the internet and social media have changed the game. Consumers now have more information and power at their fingertips, making credibility more critical than ever.
This shift has given rise to pull marketing. Instead of pushing products onto customers, it focuses on drawing them in, as we have seen in the example of KFC.
In this article, we’ll delve into pull marketing, its unique strategies, and the benefits it can bring to your business. So, let’s explore the world of pull marketing and learn how to attract customers in a new and exciting way!
What is Pull Marketing? (Definition)
Pull marketing, also known as a pull promotional approach, is a strategy employed by businesses to entice potential customers toward their products or services. Unlike push marketing, where products are pushed onto consumers, pull marketing seeks to create a desire for a specific brand or product. In essence, it aims to make customers actively crave what a company offers.
Companies may use pull marketing directly or enlist the services of a marketing agency to develop effective strategies. Pull marketing is particularly beneficial for products with existing high demand, as it can attract new customers and retain existing ones.
The core idea behind pull marketing is to build relationships with consumers, focusing on creating brand loyalty rather than solely promoting a product. Businesses can achieve this by providing valuable content, such as blogs or whitepapers, and engaging with consumers on social media. These strategies help influence consumers throughout the entire sales cycle, from generating leads to retaining loyal customers.
In summary, pull marketing is about drawing customers in, making them eager for a specific brand, and creating a following that actively seeks a company’s offerings. It is a customer-centric approach that emphasizes relationships and value creation.
What are Pull Marketing Strategies?
These are the specific methods and techniques that businesses use to naturally attract customers to their products or services called Pull Marketing strategies. Pull marketing strategies are like the tools in your toolbox for creating that magnetic pull toward your business.
These strategies are all about finding ways to make your business more appealing so customers come to you on their own. Instead of chasing them down, you’re making your business so interesting and valuable that people can’t help but check it out.
Today’s customers like to research and make decisions on their own terms. Pull marketing respects that and gives people the space to explore your business when they want to. It’s all about being interesting, providing helpful information, and giving people a reason to trust and choose your business.
In the next section, we will explore various types of pull marketing techniques that help you accomplish this goal.
The Types of Pull Marketing Techniques
Pull marketing is a technique used by businesses to attract customers to their products or services. It’s like creating a magnetic pull that draws people in. In this approach, customers actively seek out the product or service rather than the company pushing it onto them.
There are several types of pull marketing techniques that businesses can use. Let’s take a look at some of them:
1. Search Engine Optimization (SEO)
SEO is like fine-tuning your website to make it more attractive to search engines like Bing or Google. This involves optimizing various aspects of your site, such as its content, structure, and code, so that it appears higher in search results.
When someone searches for something related to your product or service, you want your website to be among the first results they see. It’s a long-term strategy that can take some time to see results, but the investment is usually worth it. SEO can drive traffic to your site for months or even years with minimal upkeep.
2. Social Media
Social media platforms like Facebook, Instagram, and Twitter are a goldmine for businesses. You can create brand profiles and share content that resonates with your target audience. By using popular hashtags and creating shareable content, you can expand your customer base to include a diverse range of potential clients.
The beauty of social media is its potential for organic growth – your content can go viral and reach a vast audience. However, these platforms also offer paid advertising options that allow you to target specific groups precisely based on their interests, behaviors, and more. It’s a powerful tool for building brand awareness and engaging your customer base.
3. Cross Promotion
Imagine teaming up with a partner who complements your product or service. For example, if you’re selling snow equipment, collaborating with a renowned winter sports website can rapidly boost your brand recognition and credibility.
Cross-promotion involves sharing knowledge, ideas, and advice, as well as mentioning each other in articles, social media posts, and emails. It’s a win-win situation, as both businesses enhance their promotional strategies while expanding their audience. Cross-promotion is not only cost-effective but also quick and effective.
4. Content Marketing
Content marketing is about providing valuable and relevant content to your target audience. This content can exist in various formats, including blog posts, videos, infographics, and podcasts. The key is to deliver content that addresses the needs and interests of your potential customers at every stage of their buying journey.
By doing so, you build trust and establish your brand as a reliable source of information. Content marketing is highly effective in engaging and nurturing leads over time. With the rise of search engine usage and the massive presence of social media, creating compelling content is essential for staying relevant and connecting with your audience.
5. Pay-Per-Click (PPC) Advertising
PPC advertising is a targeted approach to pull in potential customers. Businesses are charged a fee for every click their online ad receives.. These ads are strategically placed on websites and search engine results pages to capture the attention of users actively looking for products or services.
It’s an efficient way to connect with an audience that already has a level of interest in what you offer. With proper management, PPC can provide a good return on investment, making it a valuable addition to your pull marketing strategy.
6. Outbound Advertising
Outbound advertising is like making a direct connection with your potential customers. You send out emails, make phone calls, or distribute flyers to engage with individuals. By establishing this personal touch, you can build relationships and gather feedback, which helps improve your products and services.
Outbound advertising can also include loyalty programs to keep customers connected with your business over time. Building these relationships can lead to more sales and brand loyalty.
Each of these pull marketing techniques is like a different tool in a toolbox. Businesses choose the ones that work best for their products or services. By using these techniques, they can attract and engage with potential customers in a way that makes them want to learn more and ultimately make a purchase. This is how businesses create a strong online presence and grow in the digital age.
The Benefits of Pull Marketing
Pull marketing is a clever way to get customers interested in your product or service. It’s all about making your potential customers come to you instead of pushing your stuff onto them. This technique is like a magnet, drawing people in. Let’s explore why it’s such a great approach.
1. Increased Awareness
Pull marketing makes people more aware of your product. You see, there are tons of ads out there, and when someone wants something, they usually have many choices. If they know more about your product, they are more likely to trust it and buy it. Awareness builds trust, and trust can lead to more sales. So, pull marketing helps you share info about your product and how it can help people.
2. Direct Connection
Pull marketing shortens the gap between people and products. Many pull marketing tricks directly connect potential customers with specific products. For example, when someone clicks on an ad, they can go to your website and learn more about your product, maybe even buy it right there. It’s all about bringing customers closer to you and making it easy for them to purchase.
3. Increased Demand
When you use pull marketing and make your product look popular, more people will want to try it. Imagine a restaurant that’s always busy – when people see it’s popular, they’re more likely to go in and try the food. So, increasing demand for your product can lead to more sales because people feel secure buying something in high demand.
4. Further Sales Opportunities
With pull marketing, you can capture people’s interest and guide them toward specific products. Once you’ve got their attention, you can share more info, build a relationship, and find out what they really want. For instance, if someone clicks on an online ad, you can direct them to your website, where they might leave their email. Now, you can send them special offers and stay in touch.
5. Customer Data
Using pull marketing, you can gather data about customer behavior. Let’s say you use social media to promote your stuff. You can track which posts get the most attention and learn how to advertise better in the future. This creates chances to connect with potential customers and their preferences. So, it’s like a two-way street where you learn from your customers.
6. Direct Contact
Pull marketing allows you to establish a direct line of communication with your customers. This direct contact builds a sense of trust and loyalty. As your customers become more loyal, it becomes easier for your company to retain them. This customer loyalty can have a lasting positive impact on your business because Keeping existing customers satisfied is more cost-effective than acquiring new ones.
7. Brand Equity
One of the significant advantages of pull marketing is its focus on building brand equity and social value. Brand equity refers to the value and reputation that your brand carries in the eyes of your customers. Through pull marketing, you can nurture this brand equity by creating a positive image and association in the minds of your target audience. This positive perception can lead to increased trust and brand loyalty, ultimately resulting in more sales and continued customer support.
8. Eliminates Outbound Marketing
With pull marketing, there’s no need for intrusive and often disruptive outbound marketing methods. Since customers actively seek out information about products or services they are interested in, your marketing efforts become less pushy and more respectful of their preferences. This not only improves the customer experience but also reduces the costs associated with traditional outbound marketing strategies.
In a nutshell, pull marketing is all about making your customers come to you. It’s like setting up a magnet that attracts potential buyers. So, it’s a win-win for both sides.
Now that we have covered the benefits let’s take a look at the other side of the coin.
The Drawbacks of Pull Marketing
Pull marketing techniques have advantages, but they also come with some drawbacks that you need to consider when planning your marketing strategy.
1. Limited Market Penetration
One of the notable drawbacks of relying solely on pull marketing techniques is that it tends to have limited market penetration. This approach primarily caters to consumers who are already aware of their specific needs, potentially leaving untapped potential customers who are not yet familiar with your brand. This limitation can hinder the expansion of your customer base and overall market reach, which is a significant concern for businesses looking to grow and gain a competitive edge in the market.
2. Challenges in Creating Brand Recognition
Another significant challenge associated with the pull marketing strategy is the difficulty in creating brand recognition. Building a strong brand presence and awareness solely through a pull strategy can prove to be quite arduous. The reason for this lies in the fact that the primary focus is on individuals who are already interested in your product or service.
Consequently, this leaves a gap in reaching and engaging with new potential customers who may not yet be familiar with your brand, potentially limiting your brand’s overall reach and recognition in the market.
3. Difficulty in Measuring Success
Pull marketing initiatives can pose a considerable challenge when it comes to measuring their success accurately. This challenge becomes even more prominent, especially in highly competitive markets where businesses must meticulously track and analyze their marketing efforts.
The intricate nature of assessing return on investment (ROI) in pull marketing endeavors often requires complex metrics and analytics, making it a cumbersome task that demands additional time and resources.
4. Lack of a Specific Target Group
Pull marketing’s inherent drawback lies in its general approach, which may not cater to a well-defined target group. This means that it’s crucial for businesses to first thoroughly understand who their customers are and what their specific needs and preferences entail.
For example, attempting to market running shoes to an audience of athletes who might be primarily interested in a range of sports gear may not yield the desired results. This drawback emphasizes the necessity of precise targeting to achieve marketing success.
5. High Marketing Costs
Pull marketing techniques can be expensive, leading to increased marketing costs and potentially impacting profit margins. To effectively execute a pull marketing strategy, businesses often need to collaborate with marketing agencies that may charge substantial fees for conducting market research and creating advertisement content.
Furthermore, expenditures associated with ad design, purchasing advertising space, and paying for each click of an advertisement can add up quickly. Therefore, companies must carefully weigh the expenses against the potential benefits.
6. Potential Supply Issues
While high demand is generally considered a positive outcome, it can pose supply issues for businesses. For instance, if a company effectively advertises a new toy to children, the product might quickly sell out in both physical and online stores, resulting in customer frustration due to unavailability. This situation can further strain a company’s supply chain, potentially forcing rushed production that might compromise product quality. Additionally, freight companies may struggle to keep up with the sudden surge in shipping demands.
In summary, while pull marketing has its benefits, it comes with several drawbacks that should be considered when planning a marketing strategy.
To succeed with pull marketing, timing is crucial. It requires extensive knowledge and creativity to engage your target audience effectively. This strategy relies on data, particularly understanding your audience’s behavior and interactions with channels like social media and your website.
Once you have the necessary insights, you can design pull marketing campaigns for specific products or services. Combining pull and push marketing techniques within campaigns is also a smart approach. For instance, using outdoor advertising to drive social media traffic or promoting a new product website through TV.
Don’t forget the important role of other channels, such as Paid Advertising, Social Media Marketing, and SEO. These tools help you target customers with relevant keywords and connect them to your key products.
In the end, pull marketing is all about building relationships and providing value to create loyal customers.