Cause and Event-Based Co-op
Certain national events have a strong local character that garners efforts in local media and attract a significant amount of brand attention through the national organization. Some of these brands will offer support to the cause based on specific purchases made at their dealer level and will include this in co-op offerings with marketing material to their local channel partners.
In October, Breast Cancer Awareness Month is recognized and promoted by businesses and organizations nationwide, from professional sports leagues and retail chains, to manufacturer brands. To encourage and support area business participation in local efforts related to the cause, best practices would be to utilize as much of the major sponsors’ promotional stature as possible.
Everything pink has become synonymous with this cause. And while negative publicity for the Susan G. Komen Foundation has moved some to seek other venues to demonstrate their support for breast cancer research, many major commercial names remain.
To drive local promotion here, target local dealers of brands on this list that offer formal or arranged co-op advertising, such as Ford Motor Company, Chamberlain/LiftMaster, Pandora Jewelry, New Balance, KitchenAid, Karastan, Mohawk Carpet, Oreck, Skil Tools, and Princess Cruises. Encourage local dealers to highlight these brands and corresponding support of breast cancer research during October’s increased activity and public awareness.
Meanwhile, the American Cancer Society’s Making Strides Against Breast Cancer corporate sponsors include such co-op oriented brands as Ace Hardware, Bridgestone, Chevrolet, Lee Jeans, and Paul Mitchell. Further information can be found at: http://makingstrides.acsevents.org/site/PageServer?pagename=MSABC_FY13_National_Corporate_Supporters
Thinking pink for October provides much needed awareness for early detection of the disease, support for survivors and invaluable funds for further gains through research. Using co-op where applicable helps your local dealers fully participate and increase their sales while building contributions to the cause.
This is just one example of events with manufacturer brands that apply to the cause and local dealers that could build an effort for a local media related sales event. October is also National Kitchen and Bath Month, National Crime Prevention Month, and Adopt-a-Shelter-Dog Month among others. What could you do there?
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 www.recas.com. Email Tim at email@example.com.