Tag Archives: tips

Keep It Simple

Keep it Simple!


We all know K.I.S.S. (Keep It Simple Stupid) right?  Good. That’s the main thing to keep in mind as you travel over the co-op landscape.

The key to selling advertising related to manufacturer co-op plans is to help the local dealer with aspects of the process they’re not comfortable with or need some level of assistance. Your sales process remains the same as it would be for any prospect; you’re selling the value of your audience as potential customers of their business. With co-op however, any material they run generally needs to be reviewed and approved by folks with the manufacturer brand, since they will be reimbursing the dealer a portion of the ad cost. When all is said and done, the local dealer is paying your ad invoice and submitting a co-op claim based on that spending, along with any proof-of-performance documentation (tearsheet, screenshot, notarized script, etc).

Thousands of manufacturers provide advertising dollars to the dealers of their product lines, but you can never assume that those dealers are entirely aware of how to make use of it. Increase chances for co-op success by using these four simple steps:

  1. Provide Co-op Advertising Research – Find promotion opportunities with manufacturer brand partners from a co-op plan database or ask the dealers what they know about the brand’s marketing assistance. Most major brands offer some level of local advertising support to their dealer base, so find what you can and ask the local store how you might be able to help them run this with you.
  2. Present Brand Advertising Opportunities – Manufacturers run sales promotions all the time; special financing, gift with purchase and new product introduction offers hit the market regularly. The manufacturer is promoting these through the major networks and other national media, and usually trying to “incentivize” their dealer base to run local promotions as well. Do the stores know how to target your audience with these?
  3. Offer Co-op Advertising Approval Service – Simplify the co-op process for local businesses by offering to have their finished ad reviewed by their manufacturer contact. Helping them manage the approval process will ensure approved dealer promotions and co-op reimbursement.
  4. Supply Co-op Claim Documentation – Ease the process of claim reimbursement for your local dealers by compiling any necessary proof-of-performance under the plan guidelines. Simply commit to delivering a duplicate copy of their invoice and tearsheet/screenshot/script/etc. for each co-op schedule that they run with you.

Stick to the easy stuff! You’ll have far more luck in co-op advertising with the major brands. With your local accounts, look for the big-name product lines that normally have  well-established programs and materials. The bigger manufacturers are much easier to work with since the parameters are already established for dealer promotion, and there are online portals for ad material access. All brands will have some semblance of dealer marketing support but in most cases, bigger is better.

Take advantage of current manufacturer promotions. April opens up Spring business north of the Mason-Dixon line and manufacturer brands offer sales promotions to build consumer business. Among the hot categories/brands with consumer promotions this month:

Auto Aftermarket: Castrol, Pennzoil, Valvoline, Bridgestone

Motorsports: BRP CAN-AM, Suzuki, Yamaha

Outdoor Equipment: John Deere, Snapper, Simplicity, Toro

Paint: Ace Hardware, True Value, Benjamin Moore

Certain local dealers will need some level of assistance with the co-op process in order to make sure they get reimbursed for the effort. The only way to know for sure is to ask. – TIM

Tim Brennan, VP of Recas Strategic Development  | 309-678-8745

This information is provided by 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 http://www.recas.com

5 Tips to Get More Retweets

Twitter is an important component to any business’s social media tool belt. It can be used to promote, give snippets of information about a company, or even help with customer service inquiries. When promoting your business through Twitter, it can often be difficult for posts to get the attention they deserve. Ultimately, you are striving for more favorites and retweets. Follow these tips to help keep your message from being buried in a sea of tweets.


1. Get noticed with hashtags.

Hashtags help boost your tweets to get them noticed. However, you must be careful not to overuse hashtags, or #CreateTooLongOfAHashtag. Too many tags makes your post look more like spam and having more than two words in a hashtag can be confusing for readers. Pick simple keywords that highlight the theme of your tweet and limit them to one per post if possible.

2. Timing is everything.

The amount of people you reach with your tweets can depend on what time you send them out. If you are a business to consumer company, you are more likely to be retweeted on Sunday, between 10 p.m. and 11 p.m. This could be because users are less likely to be working and are winding down at the end of the day on social media.  The time that you decide to tweet could also depend on the target audience you are trying to reach out to. Consider your audience and what time might work best for you.

3. Give tweets a call to action.

One of the best ways to get a retweet? Just ask! Research shows that tweets that include “please retweet” are 4x more likely to be retweeted. Even if you abbreviate “retweet” with “RT,” you are still 3x more likely to get retweeted. But be sure to say “please,” not only does it show that you have impeccable manners, but it works like an advertisement by motivating targets with a call-to-action.

4. Include links in your tweets.

Embedded links that direct users to useful content like “how-to’s” enables you to include more content to an otherwise brief message. Studies have found that about 52% of retweets include links. The link can be to the business website, blog, or even to relevant news sources that is related to your industry. Are you worried that your links are too long? Twitter has a link shortener called t.co that shrinks website links down to 22 characters automatically so that you can include more content in your tweets.

5. Use bright and colorful imagery.

Images included in tweets are previewed on your Twitter feed, which are more intriguing to read and more attention-grabbing. In fact, tweets with images are 18% more likely to be retweeted than tweets that don’t have images. Choose pictures with rich, bright colors, or choose interesting images like infographics to help generate interest.

2/7/14 – Five Twitter Tips

Twitter tips

1. On Twitter, mind where you @mention.

If you mention an account at the beginning of a Tweet, it will only appear in the news feed of users who follow both you and the mentioned account. If there is at least one character in between the start of the tweet and the mention, then it will appear on the feed of all of your followers. Keep this in mind when replying to users – you don’t want every reply to appear on the timeline of all of your followers!

2. Use Twitter’s search function for your brand name and keywords.

Users may be mentioning your brand without mentioning your @handle. Just search for your brand and you can see all mentions of your brand, giving you an opportunity to reply and engage. You can do this with keywords too, offering your brand as a solution.

3. Retweet and Favorite your followers

If a follower says something positive about your brand, show you appreciate it by replying to them and sharing their tweet. If you don’t feel comfortable sharing their tweet with all of your followers, you can favorite their status which will notify only the owner of the tweet.

4. Sign tweets if you have multiple tweeters

If you have multiple people active on your Twitter account, consider using some kind of tag or sign at the end of the messages to show who it’s from. Use abbreviated initials or names to keep it within 1-4 characters. Also use a symbol to signify that it’s signed and not part of the message. Examples include ^NL or -Joe.

5. Tweet top content multiple times

This is recommended for Twitter more than other social media platforms due to the fast-paced nature of Twitter’s news feed. Followers are more likely to miss a tweet, so share it a couple times to help spread its views.

1/24/14 – 5 Social Media Tips

Social media tips - fill everything out!

1. Share photos of your workplace

Sharing photos of your employees, building and product(s) helps build trust and puts a human touch on your brand.

2. Completely fill out “about” information

Be sure to include your business’s website, phone number, address and business hours. Fill out all available fields with relevant information. This helps with SEO by establishing your page as a real business.

3. Make use of image space

Many social media platforms have banner space towards the top. Twitter allows for a custom background. Make full use of this valuable space to include more information about your business, such as your website and other social media platforms you are on. Keep banners engaging and relevant, and swap them out occasionally to keep things interesting.

4. Know the dimensions

Learning more about the images and space you’re working with will help you know how to make the most of the space. Use resources like this comprehensive guide and infographic to see the dimensions for several top social media sites.

5. Compose messages professionally

Don’t turn 2 txt speak. Even on platforms like Twitter with minimal characters, maintain a professional appearance by using proper grammar and spelling. Resorting to “text speak” tends to be a huge turn off for your followers, and reflects badly on your brand.

Typography Tips



First impressions last forever.
A website’s typography helps to create an experience for users before they even begin to click and read about the site. Typography goes beyond telling a story… it shows the user who the company is behind the website. It creates specific reactions, just like a person would when changing their tone of voice.


What Typography is best for you?

Well first you need to answer these basic questions:
1. What do you want to say?
2. How do you want to say it?
3. How do you want the reader to feel about it?
4. Do you want the reader to react to it?
5. What personality do you want to portray?


Look at these examples of typography for Lorem, Inc.type 5They all say Lorem but each font face gives off a different personality and creates a different type of reaction.
The font on the top-left gives off a sophisticated look that is widely used among high-end brands.
The top-right font has a more inviting and welcoming appeal, similar to the font used for the Johnson & Johnson brand.
The bottom-left font has a very modern typeface with curved edges, which is often used for brands in the technology industry.
Lastly, the font on the bottom-right incorporates an animated feel, which makes the brand appear fun and different. This font is similar to the font used for the Dr. Seuss books.


There are thousands upon thousands of fonts to choose from, but no one is limited to that! People can create their own fonts using new programs and applications that are becoming more and more readily available. As our world of technology grows, so should your website’s design.


Marketing to the Hispanic Community effectively


Print publications may have to take a step back and re-evaluate their primary target audience. The Hispanic community is slowly rising at a pace that will soon outnumber any other demographics and simply translating your current subscription into Spanish is not enough.

Specifically covering news related to the heritage of the Hispanic community is what drives those to subscribe or read a certain publication, not the language that it is presented in. Over half of first generation and roughly 28% of second generation Hispanics says that ethnicity and race influences what news websites they visit.

98% of first generation Hispanics and 85% of second generation Hispanics state they pay attention to how news stories portray bad stories of people of their ethnicity. In other words, they care how the news media covers them, rather than simply just covering them.

It’s a fine line to adequately cover news in a Hispanic community and to exploit it. Here are some tips on how your publication can help implement a Hispanic target audience into your newspaper.

  1. Partner with a worthy community or national Hispanic organization
  2. Remember that news is news, whether its ‘Hispanic’ or not
  3. When crafting your story think of search-engine optimizing (SEO) your release and adding visuals to greatly enhance your story’s appeal
  4. Don’t ‘sell’ to the Hispanic community, but rather engage and connect them to your brand/publication by embracing their culture.
  5. Separate the Hispanic culture while still staying sensitive – bundling the Hispanic culture in with the total market is ineffective and creates tension between you and the Hispanic Target market. Understanding what their culture encompasses is key.

To read more on marketing towards a Hispanic community, check out Ad Week, Forbes and PR Newswire