Wine Making
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Push vs. Pull Advertising
   
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ADD: Storytelling Is Their Gift
Attention Deficit Disorder, or ADD for its acronym, is a label of lack and dysfunction by society. Just as everyone else, .....
Attention Deficit Disorder, or ADD for its acronym, is a label of lack and dysfunction by society. Just as everyone else, .....
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Push vs. Pull Advertising - Understand the Consequences for your
Product or Service
You will save yourself a considerable amount of time and money
if you first determine your products (or services) suitability
for "pull" and "push" advertising.
Pull advertising is geared to draw visitors to your website when
they are actively seeking your product or service. Prime
examples of pull advertising are search engine optimization,
cost per click search engines, directory listings, yellow page
ads, and shopping portals such as mySimon and DealTime.
Push advertising refers to all efforts to get the word out to an
entire group of potential customers in order to hit the few that
many be currently interested in your product or service. Most
traditional offline advertising efforts (magazine, billboard,
newspaper, tv, classifieds, etc) as well as online banners ads
and email broadcasts are considered push marketing.
Understanding which approach is best suited for your product
should become the cornerstone of your advertising strategy.
Take as an example the results of our wine accessories company
(not wine, but accessories like corkscrews and wine glasses).
Each of our push advertising efforts failed. We have tried ads
in targeted magazine, opt-in email campaigns, banner campaigns
at wine industry websites, ads in gourmet website newsletters,
you name it. We have yet to receive a response (measured in
customer orders) to justify the cost.
It all comes down to the fact that as much as we would like to
think so, people don't really need $50 Austrian crystal wine
glasses. There are simply too many product and vendor
substitutes to command the purchase of even avid wine drinkers.
Pull advertising, on the other hand, has been extremely
effective at acquiring profitable traffic. When someone does a
search online for terms such as wine decanters we have found
that these people are ready and willing to spend money the very
first time they visit our site.
If you are fortunate enough to sell a product or service that
falls into the need or unique category you may be able to
take advantage of all of the push and pull media outlets
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which advertising channels offer you the best return on
investment.
Be realistic and objective about your product. In order for
small company push marketing to be effective you must be selling
either a universally desired or a truly unique product.
Is your product or service so desired or unique that by simply
introducing it to your audience you will be able to acquire a
sale? If not, you should work to maximize your exposure in every
single pull advertising vehicle. You may grow a little slower
than you would prefer, but slow profitable growth is always
better than going out of business while waiting for an ad
campaign to pay off.
About the author:
Henry Coleman is an experienced entrepreneur and the primary
author of Lessons From The Front - A Practical Guide to Starting
& Growing Your Internet Business. Visit
http://lessonsfromthefront.com to get an inside look at how you
can build a real business from the ground up.