Here's some free information:
From the Small Business Resources website
(http://www.smallbizpartners.com/resources/XIII/CM.html)
Cooperative Marketing Articles
"Cooperative Advertising: An Untapped Resource" by Gail Smith.
Industrial Distribution, August 1997.
–Discusses the strategies and benefits of cooperative advertising,
addressing issues faced by both manufacturers and distributors.
"Killing the Golden Goose?" by Neil G. Newman. Playthings, February
1999.
–Describes the benefits of cooperatively funding marketing efforts.
"The Cooperative Advantage: An Inside Perspective" by John Paul Quinn.
Industrial Distribution, May 1998.
–Examines cooperative membership as a survival tool in today's
industries.
"The Secrets of Cross-Promotion" by Stephanie Gruner. Inc., June 1997.
–Describes marketing partnerships as a means to stretch the company
budget. Analyzes the secrets to an effective program while also
pointing out potential pitfalls.
Books
Co-Op Advertising Programs Sourcebook Spring 1997: The Comprehensive
Guide to Programs For Media Companies, Ad Agencies, Manufacturers &
Retailers. National Register, 1997.
–A compilation of cooperative advertising programs.
Houk, Bob and Houk, Robert, Co-Op Advertising : The Authoritative
Guide to Promotional Allowance Marketing for Advertisers, Retailers,
and Distributors. NTC Business Books, 1995.
–Provides a coherent approach to capitalizing on the benefits of co-op
advertising. Includes warnings about pitfalls, practical advice,
charts and tables to help customize your own programs, as well as an
evaluation of the complex regulations governing co-op advertising.
Internet
Advertising Checking Bureau.
www.acbcoop.com/information.html.
–Discusses current issues concerning cooperative advertising.
Yellow Pages Co-op.
www.yppa.org/coop/coop_Main.htm.
–Lists direct contacts regarding local cooperative advertising
programs related to the Yellow Pages.
Organizations
Cooperative Marketing & Sales Federation.
www.naa.org/feds/co-op/index.html.
–Dedicated to capturing newspaper advertising funds through effective
networking and partnership, this organization includes members from
the newspaper, sales, marketing and advertising professions.
Activities include e-forums, conferences, contests and awards in
addition to a monthly newsletter.
COPROMOTE.
www.eliteweb.com/copromote/ad.htm.
–Offers an information network servicing Internet
advertising/marketing needs. In addition, this completely free
"members-assisting-members" cooperative provides access to products
and banner exchange programs.
National Association for Promotional & Advertising Allowances.
www.napaa.org.
–The only nonprofit national association that specializes in the
development and administration of co-op advertising, market
development funds and other program allowances provided by
manufacturers/suppliers to their retail and wholesale customers.
Provides a variety of services including conferences, seminars,
directories and publications as well as discussions on current topics
and laws involved in cooperative advertising.
Video
Developing Local Advertising Programs Using Co-op Advertising Funds.
NAPAA, September 1995.
www.napaa.org/events/video1.htm.
–A 90-minute look at ways to obtain pertinent information from
manufacturers regarding co-op programs and funds, focusing on how to
work with your competitors and how to increase your value and sales to
retailers.
From "Intro to Radio Advertising Sales"
(http://webclass.lakeland.cc.il.us/rtv090/advertising.htm)
"Co-op advertising. This is short for cooperative advertising, which
is where the manufacturer provides the local business dollars to
promote their product, based on how much product the local business
buys from the manufacturer. Most co-op programs are 50/50, meaning the
manufacturer will match the local business when advertising the
manufacturer's product, and most co-op programs offer 2 to 5 percent
of the local business' purchases from the manufacturer. That means
when a local business spends $10,000 to buy goods from the
manufacturer, the local business gets $200 to $500 to spend to promote
that manufacturer's product, which means you as a radio advertising
salesperson have the potential of selling $400 to $1000 in radio
advertising to that local business to promote the manufacturer's
product. You MUST strictly promote the manufacturer's product in the
ad, and many times you have to use pre-written or pre-recorded ads
provided by the manufacturer, in order for the local business to get
the co-op dollars from the manufacturer.
When a local business runs "co-op" on your radio station, your radio
station must provide documentation that the ads ran and at what times.
That documentation is then sent on by the local business, to the
manufacturer, so the local business can get their coop monies. This
documentation includes notarized affidavits showing the exact times
the ad ran, and notarized scripts certifying that the copy ran, how
many and at what rate. This is a tremendous amount of paperwork for
the radio station to generate, but it's part of doing business with
local advertisers that want to use co-operative advertising dollars.
Co-op dollars can be a great source of additional revenue, to get a
local business on the air, or to upsell an existing advertiser." |
