Pull Through Offer of a Marketing Plan
A pull through offer in marketing refers to promotional efforts of a company to attract buyers. In a marketing plan, manufacturers and wholesalers often outline both push and pull marketing strategies. A pull strategy involves generating demand in the consumer market, which causes resellers to buy and carry goods. Push techniques involve more direct marketing efforts to trade buyers.
One method to generate pull demand is to emphasize the benefits your brand offers to targeted customers in advertising. Conveying messages about top quality, luxury or status, strong value, low price, or excellent service can all attract the interests of particular buyers. Rolex, for instance, has invested in advertising over time to develop its watch brand as luxurious. This contributes to consumer demand, since wealthier buyers like to wear the watch as a status symbol.
Ideally, a manufacturer or reseller has research to suggest that it has enough consumer interest to justify resellers buying and carrying goods. In some cases, consumers can contribute by going directly to local retailers and letting store owners or managers know that they want to see a certain brand. If enough local consumers express interest in or demand that a retailer carry a certain brand, the retailer might recognize the potential revenue and profit opportunities.
Companies sometimes turn to sales promotions as pull through offers to motivate more immediate buyer interest. Manufacturers often offer manufacturer's rebates, for instance, which allow consumers to save money on the purchase of the specific brand at the local retail outlet. Mailing coupons directly to customers or placing them in newspaper inserts for efficient distribution are a few ways to present pull promotional offers.
Manufacturers and wholesalers use a variety of pull tactics to induce interest from consumers. Online advertising, e-mail marketing and social media are common interactive ways in which trade sellers stimulate consumer demand. Event sponsorship or participation and product demonstrations are ways to get your products in front of people and to offer samples. Telemarketing and traditional media ads are other ways to get in touch with consumers and promote brand benefits.