With strategies like push and pull marketing, there are lots of ways to reach customers and build your brand. So, what’s the best one for you and your business? Can you adopt several strategies? Aspen Automotive is here to help.
We took an in-depth look at how to strike the right balance between push vs. pull marketing. First, however, let’s define them.
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WHAT IS PUSH MARKETING?
Direct mail marketing is a prime example of push marketing. That’s because it pushes customers, leads, and anyone who sees your ad toward your business. It’s a great way to get the word out about any sales, limited-time offers, or new products.
Things like banner ads and billboards are considered push marketing. However, when it comes to direct mail, think postcards, letters, dimensional mailers, etc. No matter what you’re putting in people’s mailboxes, it’s an excellent way to get the word out.
WHAT IS PULL MARKETING?
While push marketing drives the customers toward you, pull marketing draws people in. It’s all about attracting interested people, engaging with them, and then providing whatever it is that they’re looking for.
Pull marketing is also known as inbound marketing. It uses brand awareness to bring interested parties to you. Some good examples of this include having an SEO-friendly website, being active on social media, posting interesting content, and promoting good reviews.
What’s great about pull marketing is that it can grab the attention of new customers with good content on your website or blog, and it can build brand loyalty by asking longtime customers to leave favorable reviews on Facebook, Google, or Yelp.
USING A PUSH AND PULL MARKETING STRATEGY: STRIKING A BALANCE
Push and pull marketing may seem like opposite approaches, but it’s better to think of them as two sides of the same coin. When used properly they can, and should, be part of the same marketing strategy.
For example, the direct mail you send out is used to push a sale, but that’s just the first step. If you included a QR code or a personalized URL (PURL) on your mailer, the recipient could follow it to a website to learn more or sign up to receive future mailers.
HOOK, LINE, AND SINKER
This is where old school and new school collide. A mailer brings potential customers to a well-designed, user-friendly site, where they can learn more and ideally redeem your offer. You may be pushing a sale, but you’re following it up by pulling them toward your business.
It’s not over once they’re on your site, though. To really pull them to your dealership instead of someone else’s, you need to have good content, all the information they’re looking for, and you need to keep everything nice and user-friendly.
ESTABLISHING A LOYAL CUSTOMER FOLLOWING
Having push and pull marketing working hand in hand is the ideal way to get people to come back to your business again and again. What started as a simple postcard could lead to someone subscribing to your blog, signing up to an email list, or even joining a customer loyalty/reward program.
FIND A BALANCE WITH ASPEN AUTOMOTIVE
By incorporating a push and pull marketing strategy, your dealership can build brand awareness, establish a loyal following, and convert individual sales. At Aspen Automotive, we have the tools and experience to help you strike the right balance between push vs. pull marketing. Contact us to learn more and get started!
