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Grab Your Share of Untold Amounts of Advertising Dollars

By Kathleen Gage

If you advertise in any way, whether it is online or offline, the following information could show you how to find and utilize untold advertising dollars.

In the mid 80’s I was an account executive for a radio station located in Santa Rosa, California. During that time I became very familiar with what is referred to as co-op advertising.

Co-op advertising is a great source of advertising dollars. And there is so much of it available to people, yet most people know very little, if anything, about it.

Interestingly, I was one of the only reps at the station that made sure my clients knew about this form of advertising. The reason was simple, there was more work involved in getting my clients set up, and yet, there was financial gain for both my client and myself by taking time to help them stretch their marketing dollars.

Co-oping is where you put in money for advertising and the manufacturer of a product you sell also puts in money. Often it is as much as 50% of the campaign dollars. It is a great way to stretch and beef-up your advertising campaign.

Unfortunately, even though the money is available if conditions are right, many people either aren’t aware of this or if they are, they think it’s too much work to meet the criteria. Granted, in some cases it is, but often utilizing co-op money is a great way to stretch your marketing budget.

There are many co-op-advertising opportunities available if you plan to advertise on the Internet. Not all are good investments though. Check out opportunities carefully before making a final commitment.

Using co-op dollars is an excellent way to build a stronger

relationship with your retail suppliers and to generate more traffic in your store or to your website. If the overflow of business is handled correctly you will increase your profits.

The great thing about using co-op dollars when you are dealing with standard media is that your account rep can handle the paperwork for you. Many retailers hesitate using the “hidden” dollars due to feeling intimidated by the paperwork.

Not only can the rep help you with the paperwork, they can also help you build the campaign. However, before you trust them completely, find out what their experience is, what successful campaigns they spearheaded and obtain references. Take the time to research upfront to save money over the long run.

The reality is, if they are professionals in the truest sense of the word, they will be more than willing to take much of the paperwork burden off of you. After all, the more value an account rep creates for their clients, the greater chance for an ongoing business.

Co-op dollars are not limited to retail businesses. Often, there are hidden dollars for non-profits. There are city and state funds that are set aside to help various organizations increase their visibility and reach. 

One nice thing about using co-op dollars from a large manufacturer is that brand names attract customers to your business—that's why you offer them. Advertising well-known brands will increase your foot traffic. Harley Davidson has an amazing co-op program they offer to their retailers. It is one of the primary reasons they have done so well. They encourage advertising based on specific guidelines.

It is to the advantage of an advertiser to utilize these dollars.  Manufacturers in virtually every industry want to help with advertising costs. They are very aware that when you correctly advertise their brand name product you will sell more of it, thus increasing your orders to them.

The disadvantage of co-op advertising can be the restrictions set by the manufacturer. Often, they have such rigid guidelines about how to design the ad that you may lose all control of creative expression.  For example, their logo may have to be positioned in an exact location in order for them to co-op the campaign. 

Areas that you need to be educated on are program terms and reimbursement schedules. In some cases it can take months to receive reimbursement for a co-op campaign. In other cases, the company you are cooping with will send the money directly to the media source. Be sure to check out this information in order not to run into a cash flow problem.

Advantages of co-op advertising

• Extra money to advertise
• Account executive can handle the paperwork
• More frequency

Disadvantages of co-op advertising

• Restrictions by manufacturer
• No guarantee it will work
• Limited creativity in ad copy

Before making a final decision, research your options on co-op advertising. You may be pleasantly surprised with what you discover.

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Kathleen Gage is an award winning keynote speaker, author and business advisor specializing in marketing and promotions. Access Gage’s FREE eBook Street Smarts eMarketing Strategies Guaranteed to Jump Start Your Internet Presence to Put You Miles Ahead of the Competition at

http://www.streetsmartsmarketing.com/free-ebook.htm