Pushteknikker

Pushteknikker, often translated as "push techniques" or "push strategies" in English, refers to a marketing and sales approach focused on directly promoting products or services to consumers. This contrasts with pull techniques, which aim to create demand that draws customers to the product. Push techniques involve actively pushing the product through distribution channels to the end consumer.

Common examples of pushteknikker include personal selling, where sales representatives engage directly with potential customers, and trade promotions, which incentivize retailers to stock and promote a particular product. This can involve offering discounts, volume rebates, or cooperative advertising allowances to intermediaries. Advertising and sales promotions, such as point-of-purchase displays and in-store promotions, are also considered push strategies as they aim to encourage immediate purchase at the retail level.

The goal of pushteknikker is to create immediate sales and clear inventory. They are particularly effective for new products, products with low brand recognition, or in highly competitive markets where visibility is crucial. While they can generate quick results, they often require significant investment in promotional activities and can be less effective in building long-term customer loyalty compared to pull strategies. The choice between push and pull strategies, or a combination of both, depends on the specific product, target market, and overall marketing objectives.