The document discusses push and pull promotional strategies. A pull strategy involves motivating customers to seek out a brand through advertising, word of mouth, customer relationship management, and sales promotions. A push strategy takes the product directly to customers via trade shows, direct selling, negotiating with retailers, efficient supply chains, and point-of-sale displays. The document recommends using both strategies together for an effective marketing mix. It also discusses targeting global customers by researching their demographics and preferences to craft appropriate push and pull messages, and using different communication methods suited to each market.

1. Presented by:
 Adil Suleman
 Saad Tahir
 Mudassar Qayyum
 Shahzaib Rafeeq
 Syed Summer Abbass

2. Promotional strategies are those which
help one to send your product or service to
market.
• Pull Strategy
• Push Strategy

3. o A pull strategy involves motivating
customers to seek out your brand in an active
process.
o It could be explained by this line
mentioned below
"Getting the customer to come to you"

4. Advertising and mass media promotion
Word of mouth referrals
Customer relationship management
Sales promotions and discounts

5. A push promotional strategy involves
taking the product directly to the customer
via whatever means, ensuring that the
customer is aware of your brand at the
point of purchase.

6. Trade show promotions to encourage
retailer demand
Direct selling to customers in showrooms
or face to face
Negotiation with retailers to store your
product
Efficient supply chain allowing retailers an
efficient supply
Packaging design to encourage purchase
Point of sale displays

8.  Just one strategy will not give you as good
of a return. I believe you need to balance both
strategies to create a great marketing mix that
powerfully tempt customers to come through
your door.
 Some customers react to one type or to
the other

9. Deciding on marketing communications
strategy is one of the primary roles of the
marketing manager and this process
involves some key
Decisions about:
• Who the customer is
• How to contact them
• What the message should be.

10.  The large number of global communication services into
previously unreachable countries should be considered an
open invitation to introduce your products to new customers
around the world.
 Pull marketing depends on advertising and promotion to
attract customers into the point of purchase.
 Push marketing, on the other hand, depends on direct sales
techniques such as price promotions, packaging and
distribution to push the product toward the customer.
 Push and pull marketing strategies work hand-in-hand to drive
global expansion by informing, persuading and reminding
consumers about the benefits and availability of your products

11. Step 1:
Find your ideal consumer by conducting
market research to answer questions about
• demographics,
• buying habits,
• income,
• preferences and cultural differences.

12. Build a composite of your target consumer so you
understand exactly who you are trying to reach, which
will influence the way you communicate information
about your product.
Craft push and pull marketing messages that highlight
unique selling points of importance to your target
consumer.
For example:
If price is a consumer priority, your push
message should be a promotion about everyday low
prices, while your pull message respect the product's
high quality and low cost.

13. Step 2
 Utilize the best methods of communication to
reach customers in foreign countries, as dictated
by the needs and desires of your target consumer.
Within each push and pull marketing method --
advertising, public relations, direct sales and
promotions -- there are multiple choices of
medium, outlets and messaging.
 The most effective marketing is specific and
targeted. Maintain a consistent tone across all
global communication to build a cohesive brand.

14. Step 3
Educate sales staff and product
ambassadors about the marketing
messages you are publishing.
As customers are pulled into the product
distribution channel, they should be met
with consistent messaging designed to
push them through to the final sale.

15. Step 4
 Set qualitative and quantitative goals such as
increased product awareness,
sales and number of inquiries.
“List a minimum of three but no more than six or seven
key objectives for the year, which should be aggressive
but achievable," says Renata Lerch,
founder and managing director of Lima Lerch Consulting.
Track results using a previously determined set of
metrics and amend your campaign, if necessary

16. Targeting could be done through following
• Advertising – a mass media approach to
promotion
• Sales promotion - price / money related
communications
• Public relations - using the press to your
advantage
• Personal selling – one to one communication
with a potential buyer
• Direct marketing - Taking the message directly
to the consumer

17. Outdoor
Business directories
Magazines / newspapers
TV / cinema
Radio
Newsagent windows

18.  Coupons
Discounts
Competitions
Loyalty incentives

19. Salesmen
Experiential marketing
Dealer or showroom
sales activities
Exhibitions
Trade shows

20. Press launches
Public Relation events
Press releases

21. Mail order catalogues
Bulk mail
Personalized letters
Email
Telemarketing
Point of sale displays
Packaging design

22.  When we talk about global marketing there
are certain norms with different cultures that
needs to be focused while advertising
 Example are as follow:
• No women pictures are allowed in the Advertisement
on billboards. (Saudi Arab)
• Children are not allowed to participate in
advertisement activities (USA/Canada).
• No women picture are allowed in Magazines for
promotion of any product. (Iran)

23. How Can Retailers Use Push & Pull Advertising ?
by John Kibilko, Demand Media
Examples of Firms Using a Push Strategy
by Russ Buchanan, Demand Media
Objectives of Promotional Strategies
by Rick Suttle, Demand Media
What Is the Difference Between Promotional Push Strategies
& Promotional Pull Strategies?
by Christian Fisher, Demand Media
How to Use Push-Pull Marketing Strategies for Global
Expansion
by Amy Townsend, Demand Media