A push marketing strategy, also called a push promotional strategy, is a technique used by manufacturers to “push” intermediaries (like wholesalers and resellers) to increase inventories of their brand versus competitor brands. Following this, wholesalers also often turn to push marketing in order to persuade retailers to sell the goods through a number of tactics including:
Personal selling
Trade oriented promotions
Trade advertising
Trade shows and conferences
In general, companies use a push marketing strategy when launching a new product or operating in a niche market. While this strategy does have its benefits, it also has some drawbacks that must be considered before deciding if this is the best option for you. Let’s explore both sides of the coin so you can base your decision on a well-rounded view.