Are you leaving advertising dollars on the table?

As I was refining my filing system today I came across some old co-op information and it got me thinking. I remembered how few of my clients at the Yellow Pages were even aware of their co-op programs, let alone taking advantage of them. This was free money they were leaving on the table!

Now, I'll admit I had a bit of an advantage when it comes to understanding the value of co-op programs. As a parts manager at a Chrysler dealership I had a thorough knowledge of how to use this valuable resource to promote my business. Whether it was a direct mail campaign, purchasing promotional products, putting an ad in the paper, or running a spiff program for the sales floor there were ways of claiming varying amounts of co-op to off set the cost.

At this point you have either just had a Homer moment, or you're asking yourself what the hell is co-op? While they vary greatly in format, co-op programs are simply a cost-sharing program in which manufacturers and suppliers will provide financial assistance for customers' advertising programs. The amount available for use is generally a predetermined percentage of your purchases from that supplier. Ironically most business owners either never take advantage of these programs, or don't utilize them to there fullest extent.

Why would the manufacturers and suppliers want to do this you ask? It's really quite simple:

1. It generates increased awareness for their brand.
2. If you're selling more of their products, you're also buying more of their products.

If you are unsure if your suppliers offer co-op advertising assistance the easiest way to find out is to ask your sales rep or account manager. Here's a list of some of the industries I know have co-op programs:

• Automotive Dealers
• Boat Dealers
• HVAC Dealers
• Eye Glass Manufacturers
• Billiards Supplies
• Cosmetic Injectables
• Dental Supplies

If you don't see your industry on my list don't be disappointed. Unfortunately I am still human and have a finite memory. Ask your suppliers, or if you don't feel comfortable doing so give us a call. We'll contact them on your behalf. You may be pleasantly surprised by what we find.

Cheers!