What is Push Strategy? Definition of Push Strategy, Push Strategy Meaning and Concept
The push strategy is one directed towards distribution channels. In other words, it is a marketing strategy that works in a descending direction from the manufacturer to the distribution channel and from the channel to the consumer. It is an active option when making sales, push as its name suggests.
Push strategies are commonly used in sectors and markets where there is a high level of competition and companies must gain an advantage in the face of customers, managing to stand out and become more accessible and attractive.
Therefore, it is also characteristic of novel products and that it is necessary to make known quickly to the public. Push strategies are also quite common in certain types of temporary marketing campaigns or fixed at a specific time with a temporary product, such as at Christmas or in the summer period.
Characteristics of the push strategy
When looking for immediate results, this type of strategy is usually related to more massive communication media, through television commercials or large digital campaigns or emails focused on showing the advantages of the product.
However, when addressing the end consumer directly, companies tend to opt for another type of option, pull strategies. In fact, it is usually advisable for companies to create a marketing mix that combines both tools.
With regard to intermediaries (distributors and retailers), the main objective that is sought with the use of push strategies is to stimulate distributors to voluntarily collaborate in the promotion of a product in question.
Through various works of communication and sales marketing of the company, this encourages distribution channels in a way that encourages them to refer to the brand, to store the product in significant quantities, to grant it the space of adequate sale and to encourage consumers to buy the product.
For this, different resources are usually used to help the channel to cooperate, such as large commercial margins per sale made, reduction in the wholesale purchase price, delivery of free advertising or merchandising products and gift material related to the brand.
From the distributor, the company will expect to make a more efficient distribution, making the sales of the product increase thanks to better locations in the points of sale, the suggestion and direct advice to the clients by the retailer to the clients that they consume. said product and, ultimately, make it stand out from similar or directly competitive items.
A very recurrent option when developing push strategies for companies is to attend business fairs, public events or promotional events.