Co-op Advertising – An untapped opportunity for your business? - Warm Thoughts Communications
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Co-op Advertising – An untapped opportunity for your business?

Posted on December 19, 2016

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If a manufacturer told you they’d pay for your pay-per-click (PPC) advertising if you mentioned their brand in the ad, a brand you already sell and believe in, wouldn’t you do it?

For many local businesses, the answer to this question has been a somewhat surprising no – and as a result more than $35 billion of unused or unclaimed co-op advertising dollars are left on the table every year by companies just like yours.

If you’re unfamiliar with co-op advertising, it’s basically an arrangement between a manufacturer and a retailer to share advertising costs so they can raise awareness about their brands with local consumers. For example, if you’re a propane appliance dealer, you might take out a half-page ad highlighting the fact that you sell Generac generators, for which you may receive a direct reimbursement of some or all of the advertising costs – if the ad meets Generac’s criteria (for ad size, location, etc.).

Sounds like a no-brainer, right?

It is, except for the fact that the co-op model can get a bit complicated, especially when you get down to the nitty-gritty of working with a national brand. Those complications get even worse in the digital world, where new paradigms are constantly evolving – and where brand manager demands for performance and ROI continue to rise.

The good news is that with a little expert guidance you can meet those demands, claim those co-op dollars and use them to fund your advertising efforts, including your PPC campaigns.

Getting back into the co-op ad game

If you’re not using co-operative advertising to your advantage, you’re probably missing out on a golden opportunity to pay for your PPC. The good news is Warm Thoughts can help you navigate the complexities of the digital co-op world to create a new potential funding source for your PPC campaigns.

The opportunities are out there… and the money is waiting for you. Contact us today to get started!

Ben Gutkin
is VP Marketing Services for Warm Thoughts Communications. He has advised dozens of the nation’s leading energy companies and associations on improving their web presence, search capabilities, direct response advertising and return on investment during his 20+ years with Warm Thoughts. You can reach him bgutkin@warmthoughts.com or 201‑330‑9276 ext. 227

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