One of my favorite memories from childhood was the Pushmi-PullYu (pronounced Push-Me Pull-You) from the original 1967 Dr. Doolittle movie. If you don’t remember (or are only old enough to know the Eddie Murphy remake), the Pushmi-PullYu was a llama that had heads on both ends, but just four legs and a “normal” body. The good doctor attended to it’s mental state and soon enough the beast was getting along just fine. I always think about this laughable llama when I talk about pull-through marketing – in part because I’m frequently childlike (some say childish) and in part because the Pushmi-PullYu is quite symbolic of pull-through PR.

My coworker Lorena Crowley, who sometimes blogs here, recently scored a great placement for her client Scala Inc. in today’s CNN.com. (See the full article here.) The interesting thing is that Scala isn’t mentioned anywhere.

It’s a great placement because Scala’s distributor, TruMedia Technologies is the reporter’s primary source. The more product TruMedia moves, the more Scala moves.

But just as important, TruMedia feels the love. They know that Scala is helping them develop sales. That means its own sales and marketing team doesn’t have to do all the heavy lifting.

The next Scala launches a new product, chances are that TruMedia will be at the head of the line to get it. And if TruMedia develops new products or new applications, chances are they’ll call Scala to partner with them. This builds long-term relationships that can endure economic slumps. Pull-through PR is a Win-Win for companies that sell through distribution channels.

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About the author:

Brian Courtney is a Sr. Social Media & PR executive, bringing Schubert more than 15 years of corporate PR and editorial experience. Brian enjoys traveling to exotic locations, creative writing and spending time with his family.