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Grab Your Share of Untold Amounts of Advertising Dollars


If you advertise in any way, the following information could show you how to find and utilize untold advertising dollars you may not be aware of.

In the mid 80's I was an account executive for a radio station located in Santa Rosa, California. During that time I became very familiar with what is referred to as co-op advertising.

Co-op advertising is a great source of advertising dollars. And there is so much of it available to people, yet most people know very little, if anything, about co-op dollars.

Interestingly, I was one of the only reps at the station who made sure my clients knew about this benefit. The reason was simple, there was more work involved in getting my clients set up, and yet, there was financial gain for both my client and myself by taking time to help them stretch their marketing dollars.

Co-opting is where you put in money for advertising and the manufacturer of a product you sell also puts in money. Often it is as much as 50% of the campaign. It is a great way to stretch your advertising campaign and to beef up your campaign.

Unfortunately, even though the money is available if conditions are right, many people either aren't aware of this or if they are they think it's too much work to meet the criteria. Granted, in some cases it is, but often utilizing co-op money is a great way to stretch your marketing budget.

There are many co-op-advertising opportunities available if you plan to do advertising on the Internet. Not all are good investments though. Check opportunities out very carefully before making a final commitment.

Using co-op dollars is an excellent way to build a stronger relationship with your retail suppliers and to generate a lot more traffic in your store or on to your web site. If the overflow of business is handled correctly you will increase your sales and profits.

The great thing about using co-op dollars when you are dealing with standard media is that your account rep can handle the paperwork for you. Many retailers hesitate using the "hidden" dollars due to feeling intimidated by the paperwork, the unknown.

Not only can the rep help you with the paperwork, they can also help you to build the campaign. However, before you trust them completely, find out what their experience is, what successful campaigns they have spearheaded and get some references. Take the time to do some research upfront to save money over the long run.

The reality is, if they are professionals in the truest sense of the word, they will be more than willing to take much of the paperwork burden off of you by handling it. After all, the more value an account rep creates for their clients the greater chance for an ongoing business.

Co-op dollars are not limited to retail businesses. Often, there are hidden dollars for non-profits. There are city and state funds that are set aside to help various organizations increase their visibility and reach.

One nice thing about using co-op dollars from a large manufacturer is that brand names do attract customers to your business-that's why you offer them. Advertising specific well known brands will increase your foot traffic. Harley Davidson has an amazing co-op program they offer to their retailers. It is a primary reason they have done so well. They encourage advertising based on specific guidelines.

It is to the advantage of an advertiser to utilize these dollars. Manufacturers in virtually every industry want to help with advertising costs. They are very aware that when you correctly advertise their brand name product you will probably sell more of it, thus increasing your orders.

The disadvantage of co-op advertising can be the restrictions set by the manufacturer. Often, they have such rigid guidelines about how to design the ad that you may lose all control of creative expression. For example, their logo may have to be positioned in an exact location in order for them to co-op the campaign.

If you are working with someone who claims to be an expert at advertising and they know nothing about co-op dollars they are not the expert they claim to be. Be aware.

Areas that you need to be educated on are program terms and reimbursement schedules. In some cases it can take months to receive reimbursement for a co-op campaign. In other cases, the company you are cooping with will send the money directly to the media source. Be sure to check this information out in order not to run into a cash flow problem.

Advantages of co-op advertising

Disadvantages of co-op advertising

Before making a final decision, research your options on co-op advertising. You may be pleasantly surprised with what you discover.

Copyright: © 2004 by Kathleen Gage

www.kathleengage.com

Publishing Guidelines: You may publish my article in your newsletter, on your web site, or in your print publication provided you include the resource box at the end. Notification would be appreciated but is not required.

About The Author

Kathleen Gage is a business advisor, keynote speaker and trainer who helps others gain marketing dominance and visibility within their market. Get Gage's FR*EE report "Learn How One Salt Lake City Based Business Consultant Made Over 100k from One Idea" by visiting www.kathleengage.com.

kathleen@turningpointpresents.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sat. July / 11 / 2020

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Bayer Freezes Facebook Advertising In July  AdExchanger

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MatchCraft Launches Automated Responsive Search Advertising  Martechcube

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Will COVID-19 Change Your Marketing and Advertising Plans Forever?  Autobody News

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Google Makes Swirl Ad Format Available To All Advertisers 07/10/2020  MediaPost Communications

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D.C. Council votes to devastate local news and advertising agencies  Washington Times

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Google to restrict advertising of unauthorized tracking technology  WHTC News

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Berkshire Hathaway Automates Digital Advertising  Martechcube

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Google to restrict advertising of tracking technology, spyware  Middletown Press

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Facebook Advertising Boycott Has Its Limits, ADL and Color of Change Say  Barron's

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Fact Check: Picture does not show advertising endorsed by TED  Reuters

Brown-Forman Corp, Kentucky liquor brands join Facebook advertising boycott - Louisville Business First
Brown-Forman Corp, Kentucky liquor brands join Facebook advertising boycott  Louisville Business First

Digital Advertising - Operator Strategies and Case Studies - GlobeNewswire
Digital Advertising - Operator Strategies and Case Studies  GlobeNewswire

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TikTok's new offering for small advertisers could help it lure them from Facebook  CNBC

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3 Places Advertisers Are Still Increasing Spend Despite COVID-19  Motley Fool

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Marketron Announces 'Radio's Digital Transformation' Webinar Series and Digital Advertising E-book  Twice

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WordPress security: RCE flaw in Adning Advertising plugin exploited in the wild  The Daily Swig

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Did Hedge Funds Make The Right Call On Lamar Advertising Company (REIT) (LAMR) ?  Yahoo Finance

Facebook prepares to dig in as advertising boycott continues - NBC News
Facebook prepares to dig in as advertising boycott continues  NBC News

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Think Tank looks at best, worst of 2020 political advertising  KTAR.com

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Gideon, Republicans trade advertising jabs over allegations against ex-lawmaker  Press Herald

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Spotify and Omnicom strike $20 million podcast advertising deal  Axios

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

Facebook Boycott Aims To Derail $70 Billion Advertising Juggernaut - NPR
Facebook Boycott Aims To Derail $70 Billion Advertising Juggernaut  NPR

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1982 Issue 111: BDO Ban Advertising. • Darts World Magazine  Andy Till

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TikTok Rolls Out Its Self-serve Advertising Platform Globally, and the Company Will Provide $100 Million in Ad Credits  Digital Information World

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Berkshire Hathaway HomeServices Automates Digital Advertising During Pandemic, Enters Multi-Year Relationship with Adwerx  RisMedia.com

Verizon CEO explains why the company paused advertising on Facebook - CNBC
Verizon CEO explains why the company paused advertising on Facebook  CNBC

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Advertising Plugin for WordPress Threatens Full Site Takeovers  Threatpost

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PR.com - Veteran Advertising Firm, Fisher Design & Advertising Joins Forces with Savvy Outsourcing, Blending Services of Traditional and Digital Marketing  IT News Online

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Advertisers were cutting their Facebook ad spending well before the boycott began  Digiday

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COVID's Brutal Impact on Advertising  Radio Ink

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Kids most exposed to junk food advertising in France, finds public health agency  FoodNavigator.com

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Texas-based social media advertising firm plans to open office in downtown Cleveland  Crain's Cleveland Business

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As Facebook Boycott Grows, Advertisers Grapple With Race - The New York Times
As Facebook Boycott Grows, Advertisers Grapple With Race  The New York Times

Tobi Matthews joins SCG Advertising + Public Relations - Parsippany Focus
Tobi Matthews joins SCG Advertising + Public Relations  Parsippany Focus

ADVERTISEMENT FOR BIDS | Proposals-RFPs | roanoke.com - Roanoke Times
ADVERTISEMENT FOR BIDS | Proposals-RFPs | roanoke.com  Roanoke Times

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Facebook just lost one of the biggest advertisers in the world for the rest of 2020  NBC News

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3 reasons why you should advertise your business with DOOH  Digital Signage Today

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The CEO of a major advertising trade group says the Facebook boycott is a turning point  CNBC

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Tag: Telco Digital Advertising Market  Sports Skylark

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2020 Prediction for Digital Advertising market: Key Players and Driving Factors Analysis  Cole of Duty

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Ad Boycott of Facebook Keeps Growing  The New York Times

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Coca-Cola pauses advertising on all social media platforms globally  CNBC

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Booker and McGrath Intensify Advertising Blitz in Kentucky  The New York Times

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Health Canada to ban advertising on vape products after noting high 'frequency of use' in youths  National Post

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NAACP and others call for advertisers to boycott Facebook  Vox.com

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A Connected Digital Advertising Ecosystem Benefits Everyone  Portada-online.com

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Advertising -  Brock Press

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Here are the major brands that have pulled ads from Facebook  MarketWatch

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Postmedia revenue down more than 25% amid COVID-19 advertising pullback  Times Colonist

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Disney Starts 'Advertising Platforms' Team, Looks To Develop Unified Ad Platform 06/18/2020  MediaPost Communications

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The North Face is the biggest brand yet to join Facebook ad boycott  CNN

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Pro-arts centre society spent $22K on advertising campaign before pandemic pulled plug on vote  Kamloops This Week

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Visualizing the COVID-19 Impact on Advertising Spend  Visual Capitalist

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