Are you pushing or pulling your customers?

You may have heard of the terms push and pull marketing. If not, let me introduce you. Simply put, push marketing is sending your marketing efforts directly to the consumer. Another name for push marketing is outbound marketing and the idea is to send consumers your message and they respond if your offer meets their needs. As an example, think of a large billboard sign for Advil advertising it’s usefulness treating aches and pains. Unless you have pain, Advil probably won’t be that useful or necessary.

Other examples of push marketing include advertising such as online banners, television commercials and radio spots.

Pull marketing is also known as inbound marketing and uses a different strategy than push marketing. To create a “pull”, marketers use techniques that use brand awareness and work to generate leads. The idea here is to make it easier for consumers to find you when they need your services. A good example of pull marketing is search engine optimization and using hashtags and keywords to allow customers to easily find you when they’re searching for your type of product/service.

This simple diagram from digitize.com explains it clearly,

Screen Shot 2017-04-25 at 4.27.10 PM

Although both push and pull marketing strategies are effective when done properly, they each have their weaknesses.

Typically, push strategies require more money to build relationships with your product. And push strategies typically require more time and energy to do well. If you want customers to go looking for you, they need to know you exist (push marketing) and have to want the value of your product offering (pull marketing).

Why does this matter for restaurants? By using push strategies you’ll work to increase awareness about your business and attract attention. You’ll place yourself in your consumers mind and begin to build a relationship through association. You may remember my previous post and my search terms “best taco restaurant in Sacramento.” You can see how effective a billboard or signage that promotes your restaurant as the best taco in Sacramento would be.

A good pull strategy will work on that brand awareness to create engaging content that pulls in customers. If your website includes links to positive reviews of your tacos and enticing pictures, you’ll be able to position yourself as the best choice for tacos in the minds of consumers. Generally, pull strategies are more effective in creating long-lasting, beneficial relationships and brand loyalty because consumers are actively engaging with your brand. They’re drawn to you and put their own effort into engaging with you. This is incredibly valuable and can easily increase your RFM (recency, frequency, and monetary) scores with your patrons.

Thanks for reading this article and I hope you find my information useful. As usual, if you have any questions or comments please feel free to comment below.

Thanks for reading and be sure to follow me on Facebook and visit my website, robrosenblattconsulting.com to see what I can do for you.

~Rob

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