Push vs Pull Advertising
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 product's (or service's) 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 available to your industry. Your job will be to simply find 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.
--
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at mailto: info@lessonsfromthefront.com.
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.
 Google News Updated : Fri, 29 Aug 2008 18:25:37 GMT Evacuations begin in Louisiana - Houston Chronicle
Houston Chronicle - By DANE SCHILLER Copyright 2008 Houston Chronicle NEW ORLEANS - About 1000 disabled and elderly residents west of the city are being evacuated this afternoon and New Orleans officials are considering whether to order more people out of the projected ... Video: New Orleans Braces For Gustav Gulf Coast prepares as storm Gustav approaches Publ.Date : Fri, 29 Aug 2008 16:56:04 GMT Thai Protest Stops Trains and Planes - New York Times
New York Times - By THOMAS FULLER BANGKOK - Protesters in Thailand ratcheted up their campaign to oust the government on Friday, broadening their occupation to stop trains and block provincial airports, as well as waging an unsuccessful attack on police headquarters ... Thai rioters attack police station UPDATE 8-Thai protests hit police HQ, disrupt airports Publ.Date : Fri, 29 Aug 2008 17:31:31 GMT Gustav on the Brink of Explosive Development - Washington Post
Washington Post - Over the past 48 hours Tropical Storm Gustav proved it was a survivor, as it withstood difficult journeys over Haiti and Jamaica. Now it may turn into a monster. Video: Gustav Set to Batter Cuba, Enter Gulf of Mexico Gustav threatens Caymans after swamping Jamaica Publ.Date : Fri, 29 Aug 2008 17:05:23 GMT Mayor Melton Advises Public of West Nile Precautions - WLBT-TV WLBT-TV - When planning outdoor activities this Labor Day weekend, Jackson residents are encouraged to reduce their risk of contracting West Nile virus by protecting themselves from mosquito bites and removing sources of standing water near their homes. DELAWARE: West Nile virus appears later than usual West Nile victim's widow ponders his death Publ.Date : Fri, 29 Aug 2008 17:28:14 GMT In Lack of Health Insurance Coverage Texas Is First - eMaxHealth.com
eMaxHealth.com - Texas is at the top of the heap again - this time we are the most uninsured state, health care-wise, in the country. Oh wait, being without health insurance coverage is not a good thing, is it? Number of uninsured Americans drops Update2: Number Of Americans Without Health Insurance Drops Publ.Date : Fri, 29 Aug 2008 15:22:00 GMT Detroit mayor's political future back in court - The Associated Press
The Associated Press - DETROIT (AP) - A lawyer for Mayor Kwame Kilpatrick asked a judge Friday to freeze next week's hearing that could remove him from office, accusing Gov. Judge to decide Tuesday on mayor's bid to halt ouster Hearing under way on suit against Granholm Publ.Date : Fri, 29 Aug 2008 17:06:32 GMT Microsoft to Buy Greenfield, Adding European Web Shopping Site - Bloomberg
Bloomberg - By Phil Serafino and Dina Bass Aug. 29 (Bloomberg) -- Microsoft Corp., seeking to catch Google Inc. in the Internet-search market, agreed to buy Greenfield Online Inc. for $486 million to add Web sites that help consumers find product reviews and ... Survey Says ... Microsoft Is a Smart Shopper Microsoft to buy price comparison website Publ.Date : Fri, 29 Aug 2008 17:24:21 GMT Increased Web Site Traffic |
PARLOT::Ebooks, Scripts,
Websites, and more... FACT: Most people don't spend anywhere near enough time on... Read More I recently saw an ad taped to my mailbox, mind... Read More In part one of this article we discussed the importance... Read More I got another one of those calls the other day...Can... Read More When you hear claims like??Best Lawnmower in the country?Absolute Lowest... Read More When you read the newspaper, do you read advertisements as... Read More Your print ads should do more than just get noticed.... Read More As every professional politician and public relations man knows words... Read More A correspondent to AdBriefing, my monthly newsletter, has posed a... Read More One way to make extra money or start a... Read More I promise you'll be able to finish this article before... Read More I am always amazed when I hear about companies who... Read More Don't use vague generalities in your headlines. Be as specific... Read More In the marketing world, radio has earned the reputation of... Read More According to experts, just changing the headline of an ad... Read More If you have a computer and a printer, preferably one... Read More Every time you hear someone say "May I have one... Read More More about advertising by BIG Mike McDanielAdvertising is not a... Read More Advertising is a powerful and somewhat frustrating marketing tool. It... Read More Today's online marketplace is extremely competitive. People want to market... Read More Business cards with nothing on the back are wasted opportunities... Read More Have you ever spent a small fortune on advertising that... Read More Good Advertising creates more production, thus greater consumption, faster turnover... Read More Too many small business owners today run ad campaigns that... Read More Would you like to know how a car wash chain... Read More
Adsense
websites
A Quick And Easy Way Of Getting More Customers From Every Single Ad You Write... Guaranteed!
Creditability In Advertising
Does Your Brochure Pass the Test - Or is It Headed for the Trash? Part Two
Worn Out Brochure Design Is Keeping Small Business Owners Down
How to Make Your Claims Believable
Become a Storyteller Not an Advertiser and Watch Your Traffic Increase
How To Write Ads That Get Response
Nine Power Words To Punch Up Your Ads
Testing Headlines
The $500.00 A Month Plan
A Lunchtime Lesson on Print Advertising
10 Reasons Why Your Company Needs Custom Invitations
Boost Headline Believability With Specifics
Why Radio Advertising Could Be The Best Thing You Ever Did For Your Business
How to Write Great Headlines
Can I Write and Print My Own Business Brochures and Business Cards?
16 Ways to Make Your Business Cards Unforgettable
Ads Dont Sell - People Do !
Make the Right Advertising Decisions
Effective Promotions Through Local Classified Sites
What Does the Back of Your Business Card Say?
Five Characteristics of Highly Successful Advertising
Secrets And Top-Tips Of Mail Order Advertising
What Happened? Troubleshooting Poor Response from Ad Campaigns
A $40 Million Dollar Little Known Referral Strategy
Affordable and Reliable Web Hosting Starting at $4.49/Month
5 Tips for Hot Yellow Pages Ads
Yellow Pages advertising is one of the most popular forms... Read More
9 Tips for Better Billboards
It is a given that billboard advertising "outdoor" is not... Read More
A $40 Million Dollar Little Known Referral Strategy
Would you like to know how a car wash chain... Read More
How To Tell If An Advertisement Costs Too Much
People say it all the time: "This advertising costs too... Read More
Push vs Pull Advertising
Push vs. Pull Advertising - Understand the Consequences for your... Read More
The Principle Of Advertising Online
Advertising online is very similar to advertising in any environment.... Read More
The Forgotten Advertising Tip
I'm sure while you have seen many tips on advertising,... Read More
Science of Advertising and How to Benefit From It
It is very important to realize that persons buy from... Read More
Mortgage Marketing - Broadcast Advertising vs Direct Advertising
Do you know how to design and deploy a marketing... Read More
Direct Response Advertising; Radio vs TV
Radio advertising vs. television advertisingMany new advertisers assume that they... Read More
LED Score Boards
LED scoreboards can be utilized in most of the sporting... Read More
Advertising - Should You Be Advertising Your Services?
You offer a reliable, quality service. You know that if... Read More
Crazy Ads? Maybe Youre Just Out of The Demo!
My father called me to complain, again. He's 82 and... Read More
The Art Of Fear Free Advertising
Is fear of failure an issue when you commit valuable... Read More
A Lesson In Advertising From The Eighteenth Century
Back in the 1760s, the great Dr Samuel Johnson delivered... Read More
The Key To Marketing New Ideas!
Imagine tossing a pebble into a crystal clear pond on... Read More
Constructing Business Advertisements
What many may consider the most important part of advertising... Read More
Does Your Brochure Pass the Test - Or is It Headed for the Trash? Part One
The decision on whether or not someone will read your... Read More
Does Post Card Advertising Really Work?
You've decided to try advertising your business with post cards.... Read More
Too Much Build-Up: Over-Zealous Ad Copy Can Break The Sale
How many times has this happened to you?A friend recommends... Read More
Customer-Involving Signage and Selling
Here's some easy ways to create signage that will attract,... Read More
What the Newspaper Ad Person Won?t Tell You
Newspapers are considered the PRIMARY advertising medium by 99.4% of... Read More
How to SAVE Yourself from Spending too Much Money on Advertising!
How much money have you spent in Advertising, Promotion &... Read More
The $500.00 A Month Plan
One way to make extra money or start a... Read More
Forgot The Ad Budget? Dont Panic!
Bob is excited about his new business. He secured funding.... Read More
Advertising |