There’s a symbiotic relationship between online and offline. In the age of mobile, marketers have become clear on how digital media influence offline behaviors. On the flip side, and equally important, they are beginning to understand how offline behaviors impact online purchases. Euclid recently released a report exploring the relationship between online and offline shopping, in anticipation of Black Friday and…
A foundational task for media or marketing sellers that want to utilize co-op advertising involves researching what brand programs that may be available to a given SMB client or prospect. This involves understanding what the SMB sells and the corresponding availability and nature of brand co-op support. However, a new LSA survey of marketing service…
While people debate the ultimate figure, LSA and others estimate that about half of the nearly $70 billion allocated to fund co-op advertising programs goes unused every year. That’s a staggering amount of money left on the table. There’s a perception that that co-op money is harder to get or less available than it used to…
Nearly all brand co-op programs have availability for various local media (newspaper, OOH, TV, etc.) promotion for their local dealer base. The usage of these programs varies by media channel, and newspapers specifically have seen a dwindling number of programs (some would say plummeting) for years. Why? Generally speaking, co-op for newspapers is complicated. Broadcast…
Estimates show that about $35 billion of nearly $70 billion in co-op advertising dollars go unused each year. The biggest challenge is that many local media and marketing sellers don’t understand co-op or how to sell it. There is a perception that there’s much less co-op advertising money available these days than in the past, but those…
With Memorial Day Weekend already here, more and more consumers are planning summer projects and getting into vacation mode. With co-op advertising, that gives us a raft of new things to focus on and new brands to explore. Think of the things folks do in the summertime and then focus on the brands of products…
Proof of performance documentation and reimbursement claiming is the last hurdle in the co-op advertising process for all brand dealers and often a sweet service opportunity for their media partners. Sadly this often presents multiple challenges for the sales rep in pulling together the tear-sheets, screenshots, URL reports, and media invoicing necessary for the dealer to…
Some small and medium-sized businesses (SMBs) are better prospects for co-op advertising than others. In determining which clients have the biggest co-op opportunity, there are several key factors you MUST focus on to determine your best prospects: Local businesses: Identify the “mom and pop” stores in your area. They will often benefit the most from co-op…
How much co-op money is available in my market? What level of opportunity do I have with my local dealer of Brand X? What kind of revenue could I generate by focusing on Category Y? I get asked these questions fairly often and most can be answered pretty easily with basic math. In fact, co-op…
Brands offer co-op advertising funds to franchisees because it helps them reach local audiences and boost the brand’s local appeal. Most national advertising by brands focuses on the “what and why” of the product messaging, but local marketing and advertising by franchisees helps consumers understand the “where.” A new BIA/Kelsey survey of 102 franchisees provides…
