Love makes the world go around, right? Sure it does, but so does money, and Jerry Maguire said it best; “Show me the money!” What could possibly be better than money? How about free money! In the advertising world, that is a real thing for certain businesses, and it is called Cooperative Advertising, or Co-Op. This is when advertisements by [...]
Oh Quaren-tree, Oh Quaran-tree… what will this holiday season be? Pivot left. Pivot right. How many more times can we pivot this year? For some of us, we have already been pioneers in curbside pickup and same day delivery. While we do not know exactly what holiday shopping is going to look like this year, we can be sure that [...]
How does a small business access digital advertising Co-Op funds? The answer is, unfortunately, many don’t. Even though it is estimated that 43% of small businesses carry or represent products from national brands that offer Co-Op reimbursement for advertising, less than half those businesses use the funds they’ve earned. Why? Over half (52%) of local retailers from a study said [...]
I find this statistic shocking: “Roughly half of the nearly $70 billion allocated to fund co-op advertising programs goes unused every year.” However, according to estimates from LSA, Borrell Associates and others that is exactly what is happening. So it is not that co-op money is less available as some might believe, it is more that the uses of co-op [...]
When working with our clients, we are often asked how much they should be spending on advertising. Many companies spend a certain amount, but few know what that amount should actually be for what they do. The short answer: it depends. There are a few factors that should be considered before setting aside money for advertising purposes. I will go [...]
Co-Op advertising is a great way to help supplement media spending and even increase your ROI by reaching more of your target audience. What is Co-Op Advertising? A co-op advertising program is a partnership between both the manufacturer and the retailer to share in the cost of advertising at the local level, whether it be for digital, radio, or [...]