Grab Your Share of Untold Amounts of Advertising Dollars

If you advertise in any way, the following information could show you how to find and utilize untold advertising dollars you may not be aware of.

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 co-op dollars.

Interestingly, I was one of the only reps at the station who made sure my clients knew about this benefit. 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-opting 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. It is a great way to stretch your advertising campaign and to beef up your 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 do advertising on the Internet. Not all are good investments though. Check opportunities out very 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 a lot more traffic in your store or on to your web site. If the overflow of business is handled correctly you will increase your sales and 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, the unknown.

Not only can the rep help you with the paperwork, they can also help you to build the campaign. However, before you trust them completely, find out what their experience is, what successful campaigns they have spearheaded and get some references. Take the time to do some 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 by handling it. 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 do attract customers to your business-that's why you offer them. Advertising specific well known brands will increase your foot traffic. Harley Davidson has an amazing co-op program they offer to their retailers. It is a primary reason 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 probably sell more of it, thus increasing your orders.

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.

If you are working with someone who claims to be an expert at advertising and they know nothing about co-op dollars they are not the expert they claim to be. Be aware.

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 this information out in order not to run into a cash flow problem.

Advantages of co-op advertising

• Extra money to advertise

• Account executive can do 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.

Copyright: © 2004 by Kathleen Gage

www.kathleengage.com

Publishing Guidelines: You may publish my article in your newsletter, on your web site, or in your print publication provided you include the resource box at the end. Notification would be appreciated but is not required.

About The Author

Kathleen Gage is a business advisor, keynote speaker and trainer who helps others gain marketing dominance and visibility within their market. Get Gage's FR*EE report "Learn How One Salt Lake City Based Business Consultant Made Over 100k from One Idea" by visiting www.kathleengage.com.

kathleen@turningpointpresents.com

---

Power Headlines for Promotion Success

Do you send email to your Online audience to let... Read More

Take Your Radio Ads to the Next Level

Most small businesses do not have a high powered advertising... Read More

Is Your Advertising... Sexy?

Ever hear the term 'sexy' advertising? It's not necessarily what... Read More

11 Ways To Make Your Business Cards Work For You

1. Spend money on decent quality business cards. Home made... Read More

Advertising Your Holistic Business

The most basic answer is the same answer as to... Read More

5 Newspaper Advertising Myths Revealed

What I'm about to reveal are myths that most people... Read More

Whats On Your Business Card?

A professional business card says more about you and your... Read More

Heard A Good Radio Ad Lately? Neither Have We

To many ad agencies, radio is considered advertising's ugly stepchild.... Read More

Boost Headline Believability With Specifics

Don't use vague generalities in your headlines. Be as specific... Read More

Secrets to Profitable Mail Order Products

The most profitable mail order products are simple... Read More

Become a Storyteller Not an Advertiser and Watch Your Traffic Increase

When you read the newspaper, do you read advertisements as... Read More

Marketing Tips - Advertising

Typical methods of advertising-newspapers, radio and television are effective if... Read More

What Makes A Winning Online Ad?

Most people who have been involved with sales & marketing... Read More

Latino Television Programs Fill a Void in Hispanic Advertising; While Advertisers Look to Attract

Advertisers that are beginning to focus on the young Hispanic... Read More

Wheres Me Pot of Gold and Lucky Charms?

We already know this from our history books. If you... Read More

How To Tell If An Advertisement Costs Too Much

People say it all the time: "This advertising costs too... Read More

Yellow Pages Ads - Buying Secrets

Yellow Pages Ads - Buying SecretsOK- let's agree that many... Read More

Organizing Business Cards for Effective Contact Management

Now that you've had colorful new business cards printed, and... Read More

9 Tips for Better Billboards

It is a given that billboard advertising "outdoor" is not... Read More

Bad Seduction - Advertising Techniques That Dont Work

I just read some advertising suggestions on an Internet marketing... Read More

Your Eye Catching Publicity Flyer

Your website is done, your business cards have been delivered,... Read More

Fax Advertising : Hitting Your Target Immediately

In the business of marketing and advertising, it used to... Read More

Dont Put All Your Eggs in The Same Basket

Solution: You can protect yourself by partnering with other lead... Read More

How To Make Your Yellow Page Ads Work

I hear it often, "advertising in the Yellow Pages directory... Read More

Sex in Advertising: Does it Sell?

We're surrounded by advertisements that desperately compete for our attention.... Read More

Custom T-shirts -- Put Your Company Logo on Cotton!

An effective way to gain company recognition is to order... Read More

3 Inside Secrets To Making You Richer Using Direct Mail!

Making money using direct mail isn't easy. And anyone who... Read More

How To Get Big Sponsorship Money for Your Band, Tour, Event or Production

Touring is a bands greatest opportunity for success. But, touring... Read More

Prove It! - Give Your Marketing and Advertising More Credibility

Your marketing and advertising won't be effective if your potential... Read More

The TV Shoot, The Spoiled Brat, And A Painful Lesson

It was two days before our shoot. I was in... Read More

Measure the Response of Your Advertising Campaigns by Using Promotional Products

For most companies, gone are the days of spending money... Read More

How To Create A Better Brochure

Having a quality brochure makes a positive impression on a... Read More

Where To Call For Free Advertising And Free Business Advice

Believe it or not, there are plenty of opportunities out... Read More