From cold calls to Internet display ads, every type of advertisement can be defined by one of the following strategies: push marketing vs. pull marketing.
No matter what type of vehicle model or automotive service your dealership is trying to sell, it’s important to strike the perfect marketing cocktail that’ll both bring in new customers and keep your current buyers coming back for more.
Before we do that, though, you’ll want to understand the differences between these automotive marketing techniques and how to harness both to help your advertising efforts reach their full potential.
Well, consider this guide to push marketing vs. pull marketing one of the many ways in which Aspen Automotive assists dealerships across the nation in achieving their revenue goals. Let’s check it out!
What Is Push Marketing?
Just as its name suggests, push marketing involves the act of bringing a specific product or service to your targeted audience. Think of push marketing as seller lead.
Rather than waiting for your buyers to have a need for what you’re offering, push marketing places an advertisement in front of the eyes of your targeted audience in the hopes that they’ll want to learn more.
To give you some perspective on what falls into the push marketing category, think about radio or TV ads that pop up while you’re listening to your favorite tunes or binging your latest TV obsession. Such ads are designed to grab your attention and push you to buy.
As another example, billboard or bus stop ads also fall into the pool of advertising techniques that are deemed as push marketing. Since your audience will see your billboard advertisement without making an effort to find out more information about, say, a new vehicle model or automotive service themselves, these tactics are still lumped into the push marketing world.
Why Does Push Marketing Work?
Put simply, push marketing is most effective when your dealership has already gotten to know your target audience through data mining and research or when you’re developing a new brand or product in a crowded market.
By getting your product out there and in front of your ideal customers, you’ll increase brand awareness if you’re a newcomer to the market and boost the odds of relevant parties taking interest in what your dealership is selling.
For on-the-fence or uninformed customers, push marketing may be all that they need to make the decision to purchase a vehicle from your showroom.
Examples of Push Marketing:
- Online product recommendations based on past purchases
- Direct selling in your showroom
- Enticing mailers
- Point of sale displays and more
What Is Pull Marketing?
As the complete opposite of push marketing, pull marketing is mostly lead by the customer rather than the seller. Pull marketing embraces the marketing method of pulling your consumers toward your business rather than pushing a product onto them.
This tactic is most effective when the buyer is actively searching for a solution to their problem and is seeking out more information on which products are best.
When you’re utilizing pull marketing tactics, you want to make sure that you have lots of helpful resources to offer the customers who are on the hunt for a solution to their problem.
For instance, using search engine optimization for your dealership’s website, you can include helpful vehicle reviews that give your buyers a better sense of the capabilities and features of each car in your showroom.
That way, they’ll walk away feeling more informed about their future purchase and more connected to your dealership.
Why Does Pull Marketing Work?
Direct consumer demand is the name of the game when it comes to pull marketing. The idea is to stir up enough interest in your product to cause your customers to actively seek out more information about your product.
By providing your consumers with the resources they need at the right time (i.e. when they’re interested in knowing more), you’ll create an immersive shopping experience for your leads, which only improves the odds that they’ll do business with you.
Plus, the more you invest in quality pull marketing and customer service, the better your brand’s reputation will be.
Examples of Pull Marketing:
- Informative customer content
- Search engine optimization
- Media coverage of dealership events
- Event sponsorship and more
Push Marketing vs Pull Marketing: Striking the Right Balance
What’s the key to automotive marketing success? Harnessing the powers of both push and pull marketing to boost your dealership’s conversion rates and get more customers into your showroom.
To get started, consider using a push marketing method, such as a TV ad, to stir up interest among potential consumers.
Once they know where to go to access more information about your dealership, employ pull marketing methods, like informative blog posts about automotive care and vehicle reviews, to encourage those leads to interact with your team.
With the right balance of push-pull marketing, you’ll capitalize the success that you’d have by only using one of these auto marketing methods alone.
Learn More About Our Push vs Pull Marketing Strategies Today!
At Aspen Automotive, we take pride in our ability to combine the best of both the push marketing and pull marketing worlds with our proven automotive advertising approach.
Not only do we help our clients thrive with direct mail marketing and other creative, outbound marketing techniques, but we also round out the customer experience by equipping your dealership with inbound marketing resources that make your brand stand out from the crowd.
Ready to learn more about our unwavering commitment to your dealership’s success? Feel free to give us a call or send us an email today!