Best Practice No. 5: Eliminate Complexity
Simpler is always better. But simple isn’t easy. Innovations that limit the steps required of local businesses and media sellers, that make information more accessible and easier to understand and streamline the approval and reimbursement processes, will gradually transform the co-op opportunity.
For example, Netsertive has developed an approach that narrows the set of choices that a local dealer needs to make to a simple few, so that co-op becomes more like a simple opt in than a raging battle against red tape and opaque rules.
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.