Co-Branding Focus

Co-Branding Focus

Co-op is generally just branded advertising with financial support from the supplier. One of my favorite clients over the years focused on the brand promotion aspect of the advertising sale first and foremost with a nod toward the potential reimbursement under the co-op guidelines. Her approach in the local market was that the dealer should advertise the branded promotions through local media to capitalize on the manufacturer’s national push and tell area consumers where to take advantage of it.

Her vision of the process was really co-branding the local store to the manufacturer product with frequent advertising. This built a strong association of the local store with the brand and should provide some long-term recognition to play off any other manufacturer promotion. Since any national advertising by the manufacturer really just focuses on the “what and why” of the product messaging, she looked to leverage the same brand message with her clients to focus on “where” for the local audience. She was VERY successful with this approach.

advertiseheadingc1507_x_th_cHer work with the local advertiser targeted the specific need for brand association with her audience and, while she would provide the co-op plan detail and manage the brand compliance work, co-op reimbursement was secondary to the conversation. She would be happy to explain how co-op worked and what to submit for plan reimbursement, but left those details for the advertiser to manage on their own. She worked exclusively on the co-branding concept regardless of whether the dealer had enough (or any) co-op money for the campaign simply because this was the best way to drive traffic and sales.

How could this concept work for you? What sort of local brand champions might you find in your market for Allstate Insurance, Benjamin Moore Paints, Castrol Motor Oil, Delsey Luggage, Emerson Air Conditioners, etc., etc., etc.?

For those that would like to target a specific consumer promotion tied to a major manufacturer brand in June, there are plenty to choose from. In the motorcycle category you can aim at your Indian, Victory, or Yamaha dealers… in the tire category you can aim at your Goodyear, Hankook, or Michelin dealers… in the boating category, there’s expiring co-op plans with Honda Marine and Mercury Marine. There are always branded opportunities…

Sometimes the process just needs a brand and an aggressive local reseller, so you don’t have to overthink the co-op detail. Just look for your local brand champion.

Tim Brennan, VP of Strategic Development for Recas
Tim Brennan, VP of Strategic Development for Recas

This information is provided by LSA Recas to help take the mystery out of co-op advertising. For more information on how Recas can help expand your brand advertising potential, please visit Email Tim at 

Does finding that micro-moment feel like chasing fireflies?

Does finding that micro-moment feel like chasing fireflies? Here are 9 data points that will help you catch them.

Check out the latest SEL article written by LSA’s very own Wesley Young. The article assesses the 9 stats that will help you to improve your capture rate for clients by finding that micro-moment. Learn more by clicking on the article above.

National Parks Photos #TipTuesdays

LSA’s Creative Outlet has tons and tons of photos, graphics, and activities at your disposal. What many people overlook are the vast amount of photos of national parks.

2016 is the 100th year of the National Parks Service! Using these photos is the perfect way to pay homage to the wonderful service that is provided for us.

Mount Rainier close to paradise valley.
Mount Rainier close to paradise valley.

#16 National Parks Photos

Photos Unlimited has over 1.2 million photos of national parks across the United States. These images are beautiful and can be used to spruce up advertisements in a variety of ways.

There are photos of forests, waterfalls, mountains, prairies, rivers, glaciers, and more. Whether you want adventurous people portrayed in the photos or the simple elegance of a nature scene, Creative Outlet has plenty of photos for whatever you need.

To find them, head over to and under “Products,” click on “Photos Unlimited” for the full package.

If you have any questions on Photos Unlimited, how to use them, or the Creative Outlet website, feel free to contact a sales representative at for help.

Teal Pumpkin Project


This Halloween, you might see some teal pumpkins sitting out on the front porch at some houses. What exactly does this mean? It’s to signify that there is a non-treat option for kids with food allergies available at that house. The idea is to make children with food allergies feel included in the Halloween festivities, especially trick-or-treating!

According to Food Allergy Research & Education (FARE), approximately 15 million Americans suffer from food allergies, with one in 13 children under 18 affected. Between 1997 and 2011, there was a 50% increase in food allergies.

In the past, kids with food allergies could go door-to-door and show off their costumes, but couldn’t enjoy most of the candy they received. A non-treat option, like stickers, glowsticks, pens, bubbles, etc. is still fun, inexpensive, and a treat that all kids can enjoy.

For the occasion, we’ve added some teal pumpkin artwork and photos to the Creative Outlet website for you to use! Click here to view them.

Find out more about the teal pumpkin project here.

December Target List


Little girl and snow


Birthdays & Holidays

Special Events

Month Long Events

Data: 43% of SMBs Sell Brands that May Offer Co-op Funding


When it comes to co-op advertising, there is much discussion around the roughly $70 billion in annual co-op funding available in the U.S. While not every SMB sells brands that offer these kind of programs, almost half do and only a fraction are taking advantage.

According to an LSA and Manta joint study, 43% of U.S. SMBs sell brands that potentially qualify for co-op funding. In other words, almost half of SMBs are at least in the discussion for co-op advertising.

2010 Census data found there were about 28 million SMBs in the U.S. Using the 43% figure above, about 12 million (likely less) SMBs may have co-op advertising available to them. It is up to local media and marketing sellers to discover the co-op opportunity with each SMB and take advantage of these funds accordingly.

The data comes from a new LSA report titled, “Breaking through the Co-op Clutter: Best Practices for Improved Co-op Advertising Sales.” To access the chart, download the report.

Co-op Claiming

Co-op Claiming

Proof of performance documentation and reimbursement claiming is the last hurdle in the co-op advertising process for all brand dealers and often a sweet service opportunity for their media partners. Sadly this often presents multiple challenges for the harried sales rep in pulling together the tearsheets, screenshots, URL reports, and media invoicing necessary for the dealer to submit in a timely fashion. Operationally it shouldn’t be a complex process.

Most order entry and business systems are designed with some means of providing detailed documentation back to the client. In most cases, this is the most expedient and effective means of alerting the need for any duplicate documentation on the schedule. Add-on systems like Recas can aggregate the data from this entry into a coordinated co-op claim for the dealer, complete with submission address and requirements along with the related reporting on every aspect of the data import. Of course, this requires that the sales rep knows that this is a co-op ad to begin with and this is not always the case.

TitleThose in advertising sales must be able to recognize clients who may use co-op to support their advertising and what those ads require from the dealer for reimbursement. The brand dealer is likely to invest more advertising dollars in any given media promotion when they are assured of co-op support from the manufacturer (up to 50% more in some studies). They will have some basic expectations for that investment and often don’t have the bandwidth to deal with any complications. And in their mind, co-op is filled with complications. The sales rep should know to ask for any special documentation requirements for any client and there should be procedures in place to help them manage that process.

Some media companies have mastered their internal systems to manage the co-op process. A co-op flag in order entry produces a streamlined process to deliver the dealer the basic material needed for co-op submission. They’ve made it easy for the client to place co-op in their products and that has helped draw in more co-op revenue through more clients as a result. How can this happen for you if there’s not a process in place and your sales folk can’t recognize a co-op schedule to begin with?

This month, discover what co-op can be brought to bear on the Back-To-School season. Whether it’s your Auto dealers with Year-End Clearance offers, Leasing specials, or Certified Pre-Owned deals, there’s co-op for that. Maybe it’s a specialty shoppe with a Vera Bradley backpack event for the fancier student or an eyewear store with an optical offer on Charmant or Clearvision frames, there’s co-op for that. Or perhaps it’s an appliance store with special deals for the new empty-nesters with a Jenn-Air appliances, there’s co-op for that.

Look for the brands, ask the dealer how you might help with the co-op, and make it happen. It’s not that complicated.

Tim Brennan, VP of Strategic Development for Recas
Tim Brennan, VP of Strategic Development for Recas

This information is provided by LSA Recas to help take the mystery out of co-op advertising. For more information on how Recas can help expand your brand advertising potential, please visit Email Tim at 

How to Break through the Co-op Advertising Clutter (Free Report)


The idea behind co-op is simple: manufacturers make money available to help local retailers, dealers and distributors sell more of their products. There are billions of available dollars but most co-op programs are underutilized.

Though simple in concept, there is no magic bullet for taking advantage of co-op advertising. Improving co-op performance is a matter of applying hard work, discipline and common sense to make the entire process work better.

Our new report titled, “Breaking through the Co-op Clutter: Best Practices for Improved Co-op Advertising Sales,” discusses how to unlock co-op funds and explores 10 best practices to help sales organizations access more co-op revenue. Here is what you will find in the report:


Ideas to increase local advertising!