The FEI Tribe Discovers ‘Push’ and ‘Pull’ Marketing (Part II)
“Exactly!” Marka beamed at her star Cycloptic pupil. “Through push marketing, we would be able to incentivize customer behavior exactly in the direction most beneficial to us.”
“What should we do for our simpler retail products, like the new FEI matches?” Cecil asked.
“Ideally, our pull campaign will send hordes of newly-aware customers into stores with their eyes on our matches,” Marka said. “Once customers are inside, we expose them to up-sell and cross-sell promotions that offer higher value and complimentary products. Examples of these include our luxury match brand made from Olympian forest timber and our customized hand-carved match cases, respectively.”
“Again, that would be an integrated push and pull campaign,” Cecil observed. “By Zeus, I think I’ve got it!”
Marka and Cecil finished their pleasant round of O-golf. When they added up their scores, Marka couldn’t believe that Cecil had quietly beaten her by 10 strokes. Though it was a beautiful Saturday, Marka headed back to the office for a couple of hours of work on FEI’s “Customer Nurture Program.”
Today’s Fire Point:
“Push” and “pull” marketing tactics working in harmony will maximize the effectiveness of your B2B selling efforts. Once prospects are at the doorstep, “push” marketing strategies can help influence buying behavior.
FIRE! In Action
Pull Marketing for Less: In-n-Out Burger
Bumper stickers, billboards and cheap t-shirts featuring its distinctive “boomerang” logo launched In-n-Out Burger to more than $465 million in revenue in 2009.
Next week: Marka returns to the FEI office to go over five red-hot ideas for building a Customer Nurture Program.