Are you using your Co-op Dollars?

Co-Op advertising is a type of cost sharing program that allows retailers to advertise specific items or brands by a manufacturer, but also include their local store information. The Co-op advertising opportunity can differ between manufacturers, but most will cover a portion, if not all, of the costs to advertise. The manufacture provides the photos or graphics to use in the advertisement.

Use of Co-op advertising can expand your marketing reach and increase you marketing budget. Manufacturers of luxury jewelry, cars, and electronic devices often use Co-op advertising to market their brand and products.

If you are new to Co-op advertising or intend to pitch the ideas to manufacturers of goods you sell, Entrepreneur offers the following tips:

 
• Keep careful records of how much you’ve purchased from each supplier.
• If you try something unusual, such as a sales video or catalog, get prior approval from each vendor before proceeding.
• If you’re preparing your own ads, work with an advertising professional to prepare an ad you think will appeal to the manufacturer. Keep in mind the image the manufacturer presents in its own ads.
• Make sure your company’s name stands out in the ad. Your goal is not so much to sell the supplier’s product but to get customers into your store.
• If a manufacturer has no established co-op program in place, pitch your ad campaign to the vendor anyway.
• Expect vendors to help out; after all, you’re bringing them business. If your vendor doesn’t offer co-op advertising money, you should look for another vendor who does.
• Be sure to follow up. Money goes only to those who submit claims.

If you would like to use your co-op dollars to expand your advertising reach to the Airport,please contact us at JWinters@interactiveairportadvertising.com