Pull Marketing- Pandora

In the video Marty Collins talks about creating relative content the users want. And I agree. We are only going to pull what we want from the internet. So what we really want must be available.
So there are a few key points I have learn't about pull marketing:

• Make it relevant to what the consumers want and need
• Allow people to talk about you to others
• Create a community around your brand (blogs, Forums, podcasts)
• Get existing users to push your brand for you

In some cases you may have to push your brand, but maybe think differently, not just a banner ad or email. Think more creatively, you actually don't have to market anything yourself. If its enjoyable, fun, and rewarding for the user which they need, then they will pass it on themselves.

An example would be Pandora-Radio Music from the Genome Project- An online community where music lovers uploads any music files they have to the database, music they love, or simply want to share. Users enter a song or artist that they enjoy, and the service responds by playing selections that are musically similar. Users provide feedback on the individual song choices — approval or disapproval — which Pandora takes into account for future selections.

Also users can talk to each other about their musically interests, and chat with others who share that same passion and build relationships with each other, and the brand as its so unique and what they have always wanted.
It helps you find the sort of music you are looking for, you may not listen to music online, but it could be useful if you want to purchase the physical product offline.

Existing users can invite and recommend the service to a friend if they like it.

So it shows a perfect example of 'pull marketing'. It's a service which the consumer wants or needs, it builds a community of users around the brand allowing the talk, and recommend the service to others, (Viral Marketing) . So their consumer database grows simple on recommendation from friends to others. Friends trust friends. And it seems the brand trusts us as well!. We define the content, we define the audience. We define its success.