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Salesforce 2000
Co-op Advertising
Co-operative Advertising
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What is co-op?
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Recognising co-op ads.
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The benefits of co-op to retailers, manufacturers and
the newspaper.
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What does co-op do for retailers?
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Who are the best prospects for co-op?
A Definition of Co-op Advertising Is
“The retailer and manufacturer sharing
the cost of advertising a product or products
to their mutual benefit.”
The Key Ingredients of a Co-op Ad Are:
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Retailer’s name
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Manufacturer’s name
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Product
What Does Co-op Advertising
Do for a Retailers Business?
Co-op advertising is image building and
product moving advertising for a retailer by
linking his name with the manufacturers
well known brand name.
Some of the Benefits of Co-op Advertising
to the Retailer
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Bigger ads - same money
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Provides good artwork and copy
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Saves time and money
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Builds image and fights competition
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Gives specific product promotion
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Supplements annual product programme
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Brands are good for reputation
To the Manufacturer
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Sales increase
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Better exposure
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Shared cost with retailer
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Supports field sales force
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Supports national campaign
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Reduces competition with other competitors
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Increases reader loyalty
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Spin-off in other calls
To the Newspaper
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New source of revenue (ie. National who would not
normally use regional press)
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Retailers who object to cost can now afford it
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Larger and more frequent ads
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Boosts job satisfaction
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Targets easier to achieve
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Larger ads can produce better response and repeat
business
Best Retail Co-op Prospects
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Electrical goods
Fashion
Gardening
Furniture
Sport
DIY
Opticians
Security/crime
prevention
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September/October
Autumn/spring
End of December
Spring
Autumn/spring
Autumn/spring
Autumn/spring
Autumn/spring
Best Retail Prospects (contd)
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Computers
Mobile communications
Agriculture
Holidays/travel
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Late summer, Jan/Feb
No pattern established
yet
Autumn/spring
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Late summer
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Recas
Retail co-operative advertising system
What is Recas?
A database of over 2700 companies who
provide co-op funding for suppliers.