At its core, co-op advertising is more than just sharing the cost of your marketing campaigns with a manufacturer. It’s also an incredible opportunity to stretch the value of every dollar as far as it will go, guaranteeing that you’re making the right impression on the right audience at precisely the right time in their journey. If you really want to take advantage of this technique as a way to empower and embolden your messaging, however, there are a few key things you’ll need to keep in mind.
The Power of Co-Op Advertising
Co-op advertising doesn’t have to be “built by committee” advertising. You can absolutely be creative and think outside the box. However, if you really want to try something off the beaten path, like a sales video, make sure you get prior approval from each vendor before you proceed. This will make sure you don’t catch anybody by surprise, sending you back to the drawing board in a way that costs you money instead of saves it.
Likewise, always make sure your company’s name stands out in the ad. Don’t forget the primary goal of what these ads are supposed to do. Never lose sight of that for the best return on investment.
A critical part of your success to this end requires you to work with an advertising professional who understands what you’re trying to do. Keep in mind that while the manufacturer presents its own ads, you can still work with someone who understands what you’re trying to do to prepare an ad you think will better appeal to the manufacturer. If you can get that ever-critical manufacturer “buy in” for your direct marketing collateral, a large part of the “hard work” will have already been done for you.
At DynamiCard, for example, we have years of experience designing co-op ads that are expressly designed to get approved by manufacturers. Our creative team is intimately familiar with reading and deciphering complicated guidelines that will not only satisfy the co-op, but that will still effectively promote your business at the same time.
This is true regardless of what type of business you’re running, be it a retail store or if you’re a service provider such as an HVAC company.
If you’d like to find out more information about making co-op advertising a stronger part of your marketing strategy, or if you have any additional direct mail questions you’d like to discuss with someone in a bit more detail, please don’t delay – contact us today.
