How Can You Simplify the Co-Op Process

How Can You Simplify the Co-Op Process?

Nearly all manufacturer co-op programs have availability for newspaper promotion for their local dealer base. Sadly the numbers on usage in newspapers with these programs has been dwindling (some would say plummeting) for years. Why? Well, there’s a lot of reasons but for the most part the answer is that newspapers are generally not good at making it easy.

Broadcast operations in a lot of cases have a standard process for co-op ads that will automatically generate the notarized affidavits necessary for claim submission and reimbursement. You’ve seen obvious dealer programs with magazines, billboards, direct mail, and increasingly online. Many other media have developed solutions to help local businesses place this advertising simply with all of the necessary support. Services like this with many newspapers is cumbersome.

Oftentimes the creative is teed up for the local dealer but they don’t pull the trigger because they think it’s complicated. They may have ample co-op funding but some don’t have the bandwidth for the details. Those that are successful with co-op connect all the dots for the dealer with the program.

In May there are plenty of brands and programs in motion and the co-op dollars follow the inventory to be sold.

  • Lawn care…to green up the yard. Scott’s, Jonathan Green, and Easy Gardener products.
  • Paint…to touch up the house and the deck. Benjamin Moore, Clark & Kensington (Ace), and California Paints.
  • Auto aftermarket…to prepare for those summer road trips. Michelin, Cooper, and Toyo Tires.
  • Auto service…for some late Spring car care. How about Pennzoil, Quaker State, and Valvoline motor oils?
  • Pool products…to start opening up the pool. Bio-Lab, Lonza, and Zodiac.

If you can make a sensible ad program covering all of the details for your local brand dealer, you’ll find a number of opportunities in every market large and small.

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 

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