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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.

[email protected]


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sat. December / 09 / 2023

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X Is Working to Lure Smaller Advertisers as Elon Musk Keeps Alienating Big Brands - WSJ  The Wall Street Journal

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Ranked: The Top TV Advertising Spenders in 2023  Visual Capitalist

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Digital advertising is still far too murky  Financial Times

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How Much Amazon Advertising's Salaries Are in 2023  Business Insider

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Air France, Lufthansa and Etihad ads banned for misleading claims  The Guardian

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Elon Musk Calls for Disney CEO Bob Iger's Resignation Amid Advertising Dispute  The Daily Beast

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What do hotel guests really want in 2024? You might be surprised.  USA TODAY

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Nextdoor Launches Self-Service Portal for Advertisers  PYMNTS.com

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TikTok, gaming, and AI will define the advertising landscape in 2024, report says  Marketing Brew

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Amazon and IPG Mediabrands strike a three-year video advertising deal  Insider Intelligence

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Draftkings facing class action lawsuit over sign-on bonus advertising  NBC10 Boston

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Advocacy Groups Urge Federal Intervention in Medicaid/Medicare Advertising Targeting Vulnerable Populations  CT News Junkie

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10 Key Takeaways - Reflections on the 2023 ANA Masters of Advertising Law Conference  JD Supra

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Transit Advertising: An Effective OOH Strategy  MarketingProfs.com

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US advertising employment reaches a new record high - Ad Age
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Judge plans to rule in cannabis advertising case by year's end  Arkansas Times

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Media buyers: 'Advertisers are not responsible for keeping X afloat — or shutting it down'  PR Week

This Year Next Year: 2023 Global End-of-Year Advertising Forecast - GroupM
This Year Next Year: 2023 Global End-of-Year Advertising Forecast  GroupM

Lamar Advertising billboards show solidarity with snubbed FSU Seminoles - Tallahassee Democrat
Lamar Advertising billboards show solidarity with snubbed FSU Seminoles  Tallahassee Democrat

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Google Updating Cryptocurrency Advertising Policy For 2024 - Search Engine Journal
Google Updating Cryptocurrency Advertising Policy For 2024  Search Engine Journal

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Local New Hampshire newspaper publisher found guilty of political advertisement omissions  Times Daily

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Elon Musk Complains About Disney CEO 'Bob Eiger' Advertising on Facebook and Instagram Amid New Mexico ...  WDW News Today

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