PUSH & PULL FACTOR: F=ma
When force is applied in the same direction of a moving object it can accelerate it. The kinetic energy increases. The rate of change of the momentum of an object over time is equal to the force (in magnitude and direction) acting on the object.
Let’s assume in a Marketing environment that the “object” is your customer, and the main goal is increasing the customer’s demand for your brand, your product or services. Following the rules of Physics above – if you apply your Marketing efforts in right direction, the customer will accelerate or increase their demand. In theory, this sounds easy. So let’s take a look at how it works. There are 2 different directions to apply your efforts in your Marketing strategy:
You may ask yourself: which of these directions is the right one? The simple answer is both, applied together in an integrated and intelligent strategy that combines push and pull factors.
“So what is a PUSH FACTOR?”
It pushes your efforts toward your customer
A Top-down approach. Selling directly to or approaching the customer. The message is delivered independently from whether or not the consumer is looking for it.
Examples: Trade shows / Direct selling (face to face) / Sales canvassing / Point of sales displays / Advertising
“And what is a PULL FACTOR?”
It pulls your customer toward you
A Bottom-up approach. It aims to have consumers see you when they are already looking for something similar to the product or service you offer. Or consumers are looking specifically for your brand.
Examples: Referrals (word of mouth) / Promotions / Discount / Social media
HOW CAN WE INTELLIGENTLY COMBINE THE TWO?
Let’s take a look at a case study: Automobile exhibitions like the “IAA” or “Geneva Motor Show” are usually a fierce competition between different brands striving to outperform each other by building the fanciest booth under the motto: “Bigger, louder and brighter.” At the last “IAA”, however, “Mercedes Benz” tried a different approach by hosting the “me Convention”, a series of speeches and workshops on trending topics from the mobility industry. This was the perfect way to attract Mercedes´ target group, ambitious adults, to their products and their brand.
In general, it can be said that providing value, for example additional knowledge, to the customers, can be a great way to trigger the public´s interest and PULL them towards your brand instead of PUSHING the brand message out to their minds, which are already overloaded by vast amounts of advertising. Concluding, it can be said that presenting a brand as host of such a value-adding event is very likely to have a direct positive impact on the target group’s perception of the brand.
Photos by DAIMLER Global media site