Co-Op Advertising

Archive for the ‘Co-Op Advertising’ Category

November 21, 2017

Brands Update Co-op Ad Programs to Encourage Digital Media Use

Other than online display advertising and paid search, local marketers are largely still focusing co-op efforts on legacy media. A recent LSA survey of local marketers found that five of the top six most commonly used channels used for co-op represent legacy media: newspapers (1), yellow pages (3), out-of-home/billboards (4), radio (5) and direct mail…

Contributed by: Joe Morsello

October 12, 2017

Marketers Struggle to Show Client-Specific Co-op Ad Opportunity

With co-op advertising, most local retailers and SMBs don’t have the time to access co-op program information, get prior approvals, create and deliver ads, send claim documentation, etc. This is where local marketing and media sellers come in. But why is an estimated $35 billion in co-op left unused each year? According to a new…

Contributed by: Joe Morsello

October 9, 2017

Study: Millennials Will Research In-Store, Buy Online 75% of the Time

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…

Contributed by: LSA Editors

September 29, 2017

Survey: 64% of Marketers Sometimes, Rarely or Never Research Co-op

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…

Contributed by: Kirsten Krupps

September 5, 2017

Survey: Awareness, Paperwork Main Barriers to Accessing Co-op Billions

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…

Contributed by: Greg Sterling

August 24, 2017

How Can Local Media Simplify the Co-op Advertising Process?

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…

Contributed by: Tim Brennan

June 14, 2017

SMBs Need Marketers & Media to Make Co-op Advertising Effective

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…

Contributed by: Tim Brennan

May 24, 2017

Summer Offers Variety of Co-op Opportunities for Local Advertisers

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…

Contributed by: Tim Brennan

May 11, 2017

Co-op Ad Claiming – Not As Complex As You Might Think

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…

Contributed by: Tim Brennan

April 26, 2017

Which SMB Clients Are the Best Co-op Advertising Prospects?

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…

Contributed by: Tim Brennan

Archive

Archive for the ‘Co-Op Advertising’ Category

Popular Posts

Archive