As we celebrated the ball dropping in Times Square and a fresh, new 2016 in front of us, a whole lot of co-op advertising funding for local retail advertising expired. Sometimes these opportunities were small dollars, in others there were large dollars that the local dealer either didn’t know about or didn’t want the hassle to deal with in their advertising budget. And that’s too bad.
So with the new year maybe we can resolve to help local accounts take advantage of these resources and earn some extra revenue in the bargain. The key will be to target local dealers of brand name goods and services. We’ll offer to assist them in crafting their print and online advertising with the manufacturer branded ad material. This will inform your readership on where to score these great brand name products in your market area and help them use up those pesky co-op dollars that dry up and blow away each year.
There are lots of brands with co-op and lots of local dealers with co-op in these brands, so you’ll never run out of targets in any territory market. All of these brands offer print advertising options as part of their plan and most provide some form of online support as well. You’ll offer to work with the dealer to work through the entire process with them.
Every category of business has some brand name product line to work from. But rather than shot-gunning your efforts at all businesses in the market, let’s focus your work into categories that have increased sales opportunity 4-6 weeks ahead to give you some time for planning. Right now you could look at Heating and Jewelry accounts for early February advertising.
With the Heating category you would look at fireplace dealers of brands like Regency, Hearth & Home, Harman Stove, or heating/cooling system dealers of Lennox, Trane, Carrier, etc. These accounts are staring at the tail end of their winter season business and could likely use any remaining co-op funds to boost visibility of their product lines.
In the Jewelry category you would look at all jewelers in the market with brands like Pandora, Ritani, Tacori, etc. to give a high-end focus on the offers for Valentine’s Day promotion. Outside of the Christmas push, this is a big seasonal event for most jewelry businesses that sets the stage for the rest of their business year…co-op can help focus their promotion and extend their reach.
You could even plan ahead with your Appliance stores for President’s Day promotions with their Whirlpool, General Electric, Bosch, etc. lines. All have co-op support that could use some degree of support to make it easier for them to manage.
In each case, plan on presenting the value of your audience and its desire for quality brand name merchandise from local businesses. Describe the best way to reach this audience through your media solutions…and then start the co-op conversation. Are they aware of co-op? Have they used their available co-op? How could you help them leverage co-op resources to build this campaign?
In some cases these dealers might have their bases covered with another media solution or for whatever reason will not run with you. That’s a sales problem and not a co-op problem. Move onto the next local brand dealer and try again. There’s opportunities to be had.
VP, Strategic Development, Recas