But as any brand manager or retail marketer knows, utilizing co-op advertisng dollars responsibly can be a benefit to both. Such a partnership creates brand association, enhanced reach and increases sales. It can leverage purchasing power and augment marketing and advertising budgets.
The concept of Co-op Advertising has been around for a long time. This partnering of retailer and manufacturer, to promote products and services conjures up images of the Maytag, Coca-Cola, McDonalds and pretty much any grocery brand around.
This does not need to be a traditional application. Look at gaps in your marketing plan and fill them with co-op advertisng partnerships for online ads, in-store events, e-blasts, promotions or content creation that can be utilized across multi-channels.
Both Chatters Salons and their product manufacturers benefit from supporting in store, online and direct beauty consultant promotions. This ongoing co-op advertising program was developed to partner with several brands each year.
What’s the key? Work together and plan early to incorporate each other into regular marketing or promotions strategies. This way you’re not trying to fit a square peg into a round hole, but implementing a well thought-out campaign that works for retailer, manufacturer and best yet… the customer.
CheeCha Puff’s Potato snacks had pretty spotty distribution across the country, but one consistent sku was listed at Walmart. Ball helped the brand capitalize on this listing during an online campaign. Having the brand associated with Walmart in this regard authenticated the brand in the minds of the consumer and of course, helped people know where to purchase it.
Some manufacturers have fairly restrictive program in place regarding how their marketing dollars are to be spent. But good retailers too, have strategic plans that should not be compromised on. And if both are providing the same product or service, to the same end consumer, the objectives of these strategies and programs should not be far off.
Jan Ball, Principal – Brands & Strategy. Always encouraging our clients to focus on relevant, authentic and consistent attributes which move their brands forward. Read about the Ball Retail ReShift process.