Transcript co op slides

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