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Hooked On Books? Write A Book Review For Your Target Audience
If you are burned out with writing how-to articles to promote your business then consider writing a book review. I recommend you write a review about a book you enjoyed that is related to your products or services. Your review, of course, will be...
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Push vs Pull Advertising

Additional Reading


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.

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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.

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.


info@lessonsfromthefront.com

 

More Reading:


Shift to Full Power Marketing

Chicken Little and the Disintermediation Myth

Postcards Make It Rain Referrals

The Art Of Cold Calling

Contextual Advertising Is it Right for You

 
Why Search Engine Marketing Is Way Overblown

To Be Successful Sell to Wants not Needs

Viral Marketing Spread the word

Simple Graphic Design

Use Product Research to Position Yourself as the Expert


Shift to Full Power Marketing
Marketing should run like a car’s engine. Give it the right fuel and you'll enjoy steady acceleration when you step on the gas, but let the tank run dry or put in diesel when your engine runs on gas and it will sputter and stall. If you’re...
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Chicken Little and the Disintermediation Myth
If Chicken Little were alive today he wouldn’t be running around forewarning us of the sky that was about to fall. He’d be too preoccupied alerting everyone about another potential disaster - which may in the end prove to be just as erroneous as...
...Read More

Postcards Make It Rain Referrals
One of the simplest ways to expand your marketing efforts is through the consistent use of postcards. Create a list of narrowly targeted prospects and then hammer away at them with powerful marketing messages. One of the most effective ways to...
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The Art Of Cold Calling
I know, don't groan. You have to do them if you want to get properties and make money. Believe me, I used to hate cold calling. For those of you that have read our book, "Who Makes It Happen: Back On The Road To Success With Creative Real...
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Contextual Advertising: Is it Right for You?
If online advertising had fads, contextual ads would be the latest "in thing." Also known as "content targeting," they seem to be "popping up" (no pun intended) all over the Web. From news sites to privately owned websites, everyone and his...
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