Push and pull marketing
Katie Bregazzi, Chartered PR Practitioner and co-director at Balls2 Marketing, part of the Koobr Group, explores how to strike the right balance of push and pull marketing in 2025.
The marketing landscape continues to evolve, but the fundamentals remain the same: businesses need to connect with their audience in ways that resonate and drive results.
For those in the glazing, construction, and installation sectors, this means finding the right mix of push and pull marketing strategies that not only attract customers but also convert them into loyal advocates and repeat buyers. With a busy year ahead, and FIT Show 2025 around the corner, now is the time to make sure you strike the right balance.
At Balls2 Marketing, now strengthened by our merger with Koobr, we understand the importance of this balance. Our decades of experience in glazing, combined with enhanced digital and creative capabilities, allow us to deliver effective campaigns that meet both short-term and long-term goals.
What is push and pull marketing?
Broadly speaking, all marketing falls into two main categories: push and pull. Push marketing actively promotes products or services to customers. This might include advertising and PR campaigns to raise awareness or email campaigns that highlight new products or special offers. Push tactics are useful for driving quick sales and generating leads.
Pull marketing focuses on attracting customers by demonstrating an understanding of their needs and offering relevant solutions. Things like blog posts or case studies that solve industry problems, videos that educate or inspire or social media activity that builds trust and credibility over time.
The key is to find the right mix. Too much push can feel aggressive, while too much pull might lack the urgency needed to drive immediate sales.
Quick wins and long-term growth
After a tough year for many businesses in 2024, 2025 needs to drive leads and quick. Push campaigns like limited-time discounts and e-shots are highly effective in generating immediate sales. However, these need to be relevant and well-timed.
For long-term growth it’s the pull campaigns, such as whitepapers, sharing regular insights or success stories, that help to build stronger connections with your audience.
The most successful campaigns combine the two. For example, you might highlight how a product reduces energy costs or improves installation times (quick win) while also offering a case study or download that demonstrates long-term value.
Here are some key things to consider:
- Know your audience inside and out: It seems obvious, but what the specific challenges and goals of your audience are, is constantly changing. Keep your finger on the pulse and keep reevaluating your messaging.
- Use data wisely: The glazing industry has always relied on precision, and your marketing should be no different. Data-driven marketing gives you the edge by helping you focus on what works. Don’t just guess – track leads, conversions, and sales from every campaign. The more you measure, the more you’ll improve.
- Invest in content: Create blogs, videos, infographics or case studies that provide real value. Think about common questions your customers might have and answer them through your content.
- Combine push and pull marketing strategies for key events: For businesses exhibiting at FIT Show it’s a perfect opportunity to get the two working in tandem to get the best results. Beyond creating an engaging stand that draws people in, think about pre-show awareness, product demos, competitions on the day, expert advice etc.
The key is making sure once you’ve got them there you make a lasting impression long after the doors close. Data capture is a given but making sure to provide takeaways that focus on how you are the solution to their problem and resources that add value will drive the long-term relationships.
- Be consistent: Push and pull marketing both take time to work. Stay consistent in your efforts to build momentum and achieve lasting results.
Finding the right partner
At Balls2 Marketing, we’ve always focused on delivering marketing strategies that work for the glazing and construction sectors. Now, with the additional expertise from Koobr, we’re even better equipped to help businesses succeed.
Whether it’s PR, email marketing, PPC, or website development and design, we can create a tailored approach that gets results.
