Push Marketing *part2*

Who Employs Push Marketing?

Push marketing is a strategy that is used most frequently by start-ups and companies introducing new products into the market. Since the focus is on taking the product to the consumer, it is particularly suited to products that the consumer is not yet aware of.

This style of marketing can be used by companies large and small. A new shoe store might send out mailers to all the residents in the area, while an established pharmaceutical company might blanket the airwaves with TV ads for a new drug.

Most companies will employ a push strategy in conjunction with other marketing techniques. For instance, companies will often run TV ads and also maintain an official company website. The TV ads push customers towards the products, while the website pulls them deeper into the company's offerings.

How is a Push Marketing Plan Developed and Implemented?

The first step in developing a push marketing plan is to research the location, age, race, sex, socioeconomic status, and other demographic details about customers that will be targeted. Different marketing strategies work better for different audiences. For instance, push marketing is often targets the young and the elderly because they are less likely to form long-term relationships with companies.

Companies must determine the specific marketing mix after they have settled on a push marketing strategy. This industry term refers to the mix of different advertising channels a company might use. It is rare that a company advertises in only one place, and they usually mix print, TV, online, and trade show ads to make a stronger impact on customers.

Once the media platform of the campaign has been decided, it is necessary to design ads. Teams of graphic designers, copywriters, technology professionals, and managers will work collaboratively to define a message and find the most efficient way to present that message. Advertisements should ask customers to act quickly to purchase products.

For example, imagine a new cell phone company that wants to introduce themselves to the market. Since they are new and unknown, they elect to use push marketing in order to familiarize customers with what makes them different and valuable. They decide on a marketing mix that includes TV, radio, and billboard advertisements because these forms of ads reach the largest number of customers and make clear, direct statements. They set a goal for themselves of increasing sales by 15% and track their growth in every month of the campaign. By the time the campaign is complete; customers recognize the brand and are familiar with their products.