Using the Pull Strategy

Old Spice uses the Pull promotional strategy. Within the pull strategy they use sub strategies: Advertising, sales promotion, public relations, and direct marketing. Their advertising is anywhere from commercials to print ads to pop-ups. They try to be anywhere they think their audience will be. They use promotional ideas such as: coupons, holiday gift bundles, and large quantity packaging for the wholesalers. This gives customers and wholesalers alike an added reason to buy their product over the competitors. The PR for Old Spice is doing and has done a great job thus far. It has sponsored sporting events, they have a YouTube channel, Facebook page, and Twitter page. One of the best things they did was get a former NFL player to be the face of their company. Finally, the direct marketing this company does is better than most. They have had sponsored events where Isaiah Mustafa has participated in answering live tweets and questions on YouTube. But the best example of this is letting the public decide how their Old Spice Guy vs. New Old Spice Guy battle would end. The whole saga was made from YouTube and Twitter comments and then to cap it off they finished it the same way. They took a Twitter comment from one of the fans to make the finale and people loved it. This strategy has made their product interactive and actually have a fan base for their product. These strategies and more is what separates them from their competitors.