Push - Pull Promotional Marketing Technique

After the research into the music industry which broke down the different departments that deal with different aspects I felt that I had a lack of knowledge in how the company promotes artists to boost sales,through research I found the pull and push technique.

The push and pull are described as promotional strategies. 

Push

A “push” promotional strategy makes use of a company's sales force and trade promotion activities to create consumer demand for a product, it tries to sell directly to the consumer, bypassing other distribution channels. With this type of strategy, consumer promotions and advertising are the most likely promotional tools.

A good example of "push" selling is mobile phones, where the major handset manufacturers such as Nokia promote their products via retailers such as Carphone Warehouse. Personal selling and trade promotions are often the most effective promotional tools for companies such as Nokia - for example offering subsidies on the handsets to encourage retailers to sell higher volumes.

Pull

A “pull” selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product.If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers.

A good example of a pull is the heavy advertising and promotion of children's’ toys.




The larger companies who are trying to revive a once famous star or have faith that the artist they have signed is going to be a hit would probably use the Pull technique as it brings in consumers to them. However the pull technique is more cost effective and does have success so with less main stream acts this technique would be used to insure that there is only profit not loss.