Best Practice No. 6: Develop a List of Target Accounts
Focusing on a limited number of high-opportunity accounts for co-op can yield better results than requiring co-op in every conversation or needs analysis.
“Co-op can be a little daunting to a rep that doesn’t really understand or know much about co-op,” Sigler said. “It helps to prioritize accounts that have an opportunity for co-op.”
For example, HVAC in the spring and falls, when either air condition or furnace repair and replacement is most common.
One approach involves identifying key co-op categories and their associated brands and dealers for specific selling seasons.
This article was written by Charles Laughlin of the Local Search Association in Breaking Through the Co-op Clutter: Best Practices for Improved Co-op Advertising Sales. For more information on how Recas can help expand your brand advertising potential, please visit www.recas.com.