The pull strategy is based on marketing actions that seek to attract the consumer to the brand. It is usually directed towards the end customer, so contrary to push strategies, it has an upward direction since it goes from the producer to the final element of the chain, the user.
Pull strategies involve the creation of advertising and marketing campaigns aimed at the consumer and are usually developed without a predefined period of time. For this reason, it is common in large companies to use this type of action.
It is understandable therefore that this is the most brand-focused strategy. Through the creation of the need for the company by the consumer, they will look for their products in small and large stores or, increasingly, through digital platforms. For this reason, companies are in charge of carrying out advertising work that can be found in these searches.
Characteristics of pull strategies
As has already been said, pull-type strategies are usually related to communication work, because their main purpose is to seek recognition of the brand or its products by the public. For this reason, it is usually advisable to design a marketing mix that combines the tools of push and pull strategies, since acting together it is possible to achieve this objective and extend its results over time.
Given the remarkable progress that the world of communication has experienced, the resources available when carrying out communication and marketing actions and designing pull strategies have multiplied in the digital age. The use of blogs, email or social networks has become a basic tool when it comes to publicizing and selling a product.
Another objective sought with this type of strategy is that the consumer feels identified with the product and becomes a permanent user of it. In this way, the suppliers of the products (stores, department stores are examples) will choose to stock up on them in order to make greater sales. In this way, the pull strategy can also influence the behavior of the distribution channels despite having designed the strategy targeting the end customer.