Implement the push or pull strategies Push strategies

�Implement the push or pull strategies. Push strategies are used by a manufacturer to convince or “push” retailers to carry and promote products in their retail establishments. This strategy relies heavily on personal selling and sales promotion. Pull strategies are directed towards customers to increase their interest and demand for products. Customers will “pull” or convince retailers to carry sports or entertainment products. This strategy relies heavily on advertising.

�Primary target markets are the core groups of consumers on which promotional efforts are focused. �Secondary target markets are consumers who occasionally purchase the product because of one identifying factor.

�Audiences include: Influencers. Example: A teenage daughter who wants a ticket to a concert. Decision-makers. Example: The parent that will be deciding on whether the purchase of the ticket will occur. Followers. Example: The friend who will accompany the daughter to the concert. Purchasers. Example: The parent who will pay for the ticket.

�Inform the consumers of the product. �Persuade the consumers to purchase the product. �Remind the consumers of the availability and benefits of the purchase.

�The promotional mix should be interdependent and utilize several promotional tools. �Marketers should consider the following when selecting promotional tools: Product life cycle stage. Consumer segmentation. Current market characteristics. Consumer decision-making process. �The promotional mix needs to be reviewed to ensure companies are reaching their intended audience.

�Budget allotments. Determine the current budget as a stand-alone budget, aside from the entire organizations budget. The budget from the previous year and future issues are not taken into consideration. �Imitation of competitors. Budget is set up to mimic competitors. Example: Mc. Donalds funded the Ronald Mc. Donald House and other fast-food restaurants followed with their own efforts.

�Proportion of revenue. Allocation of budget based on percentage figures. Example: Promotion gets 15% of the current years sales revenues to spend the following year. �Activity-based cost method. Set objectives, determine the costs and work within them. Example: The Carolina Hurricanes devise a promotional plan for a new ad campaign without preparing a cost analysis. After the campaign is complete, costs are determined for each task in the promotional plan.

�Media is selected based on the target market. �Advertisers must look for creative ways to reach their audience and uniquely position their product due to advertising clutter. �Venue advertising has increased as changes in technology allow for frequent changes to signage and sponsors.

�Product demonstrations and on-site displays are growing in popularity. Usually set up as pre-event entertainment. Example: Tony Stewart’s Home Depot showcar is on display outside a hospitality tent at the Coca-Cola 600. �The Internet offers new and innovative ways to promote products.