Marketing theory distinguishes between two kinds of promotional marketing – “push” and “pull.”
A “push” strategy uses the company’s sales force and trade promotion to create consumer demand. A “pull” strategy is one that requires heavy advertising spending and consumer promotion to build up demand for the product.
It’s the beginning of a new year and the start of a new decade so Harley-Davidson rolled out a new $500 bonus credit for potential consumers to “push-or-pull” a competitor brand trade-in to your nearest dealer. The offer expires January 31st and covers untitled 2008, ’09 and ’10 models. Of course read the fine print on the trade-in site for all the details and restrictions.
Photo courtesy of H-D.
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Another interesting move by Harley Davidson. Yes, it might incease the sales of “new bikes.” That helps Mother HOG. However, it does little for the dealership as they have to layout cash for the used bike in trade, and the process does nothing to reduce inventory. This plan is even worse in that it will increase inventory of the dealerships of non-Harley Davidsons! That has never been a goal of Harley Davidson dealerships. I know the dealership that I hang out at literally has more bikes than it knows what to do with and “used” Harleys or other high end bikes are not selling any better than new Harleys.