| |
| |
|
WebsiteAlways |
|
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.
MORE RESOURCES:
Advertising - Google News |
|
|
|
RELATED ARTICLES
Create Your Own Business Cards, Part 2 This is the second part of creating your own business card. If you missed the first one, let me know: mailto:webmistress@janes-place. Online vs. Offline Advertising Let's face it. Email marketing and publishing have became very popular tool for promoting your business, especially in the USA. Whats The Frequency? The more things change, some say, the more things stay the same. When it comes to marketing, I tend to agree. How To Tame The Buying Beast Inside Your Customer What if you can understand and control your customer's mind? What if you can influence, persuade and motivate your customers to buy from you? Well, I'm not talking about a magic trick or lay down a lesson of motivation. It's about understanding the different reactions made by the human mind in various situations. Prove It! - Give Your Marketing and Advertising More Credibility Your marketing and advertising won't be effective if your potential customers don't believe the claims you make. So how can you prove your that you can do what you say you can?Tone it down. How To Write Really Good Ads All sales begin with some form of advertising. To build sales, this advertising must be seen or heard by potential buyers, and cause them to react to the advertising in some way. Books, Bibles and Fast-Talkers Every community has 'em. Fast talkers who roll into town with a clever idea to sell to people in business. Secrets to Profitable Mail Order Products The most profitable mail order products are simple 3-to-5 page informational reports such as this one. Once you've got your act together, these 3-page reports can be produced for $10 per hundred or less, and sold for at least $200 per hundred. 2005 Super Bowl Ads... Winners and Losers Well, Super Bowl XXXIX is history. Too bad for the folks who consider themselves the always-pullin'-for-the-underdog type. Advertising Through Moms Moms have a very powerful influence on what their families eat, drink, wear, do, and buy. Moms are not only the driving force behind their families, but also the economy. 3 Inside Secrets To Making You Richer Using Direct Mail! Making money using direct mail isn't easy. And anyone who tells you it is, is lying. Lamination of Signs I suspect that everyone has an idea of what lamination is even if you have only seen it in passing. Restaurant menus are a common example. The TV Shoot, The Spoiled Brat, And A Painful Lesson It was two days before our shoot. I was in the office with the client going over the story boards and filling him in on all the details for his latest television campaign. Increase Business By Being Nice I have been reading articles on increasing sales using search engine optimisation as well as writing them for a very long time and I have not seen many which point out the best way to increase sales.The answer is obvious yet often overlooked; you just have to be as good to your customers as you would expect any other site owner to treat you. 7 Essential Elements for Profit-Pulling Ads Advertising will make or break your business. It is crucial to your success that you learn to write great ad copy. How To Create A Better Brochure Having a quality brochure makes a positive impression on a potential customer. It gives the appearance that you're serious about your business. How to Write Ads that Increase Your Business I caught myself wracking my brain over what kind of article I should write for newspapers that would be useful to business people. It struck me that I was making a solid effort to get into the mind of my target market. The First UK Man To Become a Human Billboard an Interview Advertising on humans using tattoos is rapidly kind of freak niche that is definitely growing. It all started about two years ago (to the best of my knowledge) when a guy ran an ad on eBay offer his forehead as a billboard. Advertising For The Long Haul and Not the Short Term Gains New Age Media Concepts issues its first article of many that will focus on the advertising and marketing industry. "If a young man tells his date she's intelligent, looks lovely, and is a great conversationalist, he's saying the right things to the right person and that's marketing. Harness the Power of Direct Marketing - More Small Business Power Tools One of the most powerful tools available to small businesses is direct mail. By this I don't mean electronic, Internet-based mail, but the old-fashioned kind that requires a stamp and a trip to the post office.
|
| Interesting articles | Home | site map | Link |
| © 2006 |
