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project 03 :: Internet Marketing :: Advertising and PR 01
Grab Your Share of Untold Amounts of Advertising Dollars
The best time to learn about marketing
and traffic is before you're in the thick of things. Wise readers will
keep reading to earn some valuable marketing and traffic experience
while it's still free. When you're learning about something new,
it's easy to feel overwhelmed by the sheer amount of relevant
information available. This informative article should help you focus
on the central points.
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
* Extra money to advertise
* Account executive can do the paperwork
* More frequency
Disadvantages of co-op advertising
* Restrictions by manufacturer
* No guarantee it will work
* Limited creativity in ad copy
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
That's the latest from the marketing and
traffic authorities. Once you're familiar with these ideas, you'll be
ready to move to the next level.
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