Current promotional strategy of Wilson: Push marketing enables the businesses to increase their short-term sales by reaching the customers with their products and by providing them with several incentives (Shank & Lyberger, 2014). On the contrary, pull marketing helps the businesses to attract customers to their products for long term benefits. The Wilson management currently focuses on using the ‘Pull’ marketing strategy for promoting their products. The organization does not give much emphasis on direct selling the products. Instead, the Wilson management gives stress on getting the optimum results from their selling efforts through intermediaries. Wilson management gives importance on growing interest of the customers to their organization through content marketing and social media marketing (Cmo.com, 2018). After serving the customers in sports goods industry, the Wilson management has many experiences and stories that can be shared with the customers. Use of content marketing and social media marketing helps the organization to enhance its appeal as a provider of superior quality goods through sharing the experience and communicating directly with the customers. However , the organization also focuses on using limited number of push marketing strategies such as running demo events for showcasing its products . Such events also help the organization to grow interest of the customers.
Balancing between the push and pull marketing strategy is important to get the optimum results for an organization. In case of Wilson Sporting Goods also, the management needs to focus on ‘Push’ marketing strategies such as promoting the products through trade shows or displaying new products at ‘point of sale’ locations to obtain the maximum benefits for their sales efforts.
As the worldwide customers are showing interest to online purchase, the Wilson management also needs to provide its customers with more effective shopping solutions. The organization should develop more secured and personalized shopping apps for making their products available to the customers
Cmo.com. (2018). Wilson Sporting Goods Masters The Global-Local Marketing Serve. Cmo.com. Retrieved 17 February 2018, from http://www.cmo.com/interviews/articles/2016/10/7/marketing-superstars-kyle-schlegel-wilson-sporting-goods.html#gs.Z_wLwfo
Mullin, B. J., Hardy, S., & Sutton, W. (2014). Sport Marketing 4th Edition. Human Kinetics.
Shank, M. D., & Lyberger, M. R. (2014). Sports marketing: A strategic perspective. Routledge.
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