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HOW TO TAP DIGITAL CO-OP ADVERTISING WHAT IT IS, WHAT THE BARRIERS ARE, AND WHAT THE PROCESS IS FOR SUCCESS. TIM BRENNAN VP Recas Strategic Development
| Date post: | 16-Apr-2017 |
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Marketing |
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HOW TO TAP
DIGITAL CO-OP
ADVERTISING
WHAT IT IS, WHAT THE BARRIERS ARE, AND
WHAT THE PROCESS IS FOR SUCCESS.
TIM BRENNAN
VP Recas Strategic Development
Co-op is just an
INCENTIVE to
subsidize LOCAL
brand promotion
CO-OP ADVERTISING?PERCEPTION:
their base
STRUCTURE is
often decades
OLD!
CO-OP ADVERTISING?PERCEPTION:
the bulk of
REVENUE still
locked in
TRADITIONAL
media
CO-OP ADVERTISING?PERCEPTION:
PROCESS is
usually LABOR
intensive
CO-OP ADVERTISING?PERCEPTION:
CONTROL thru
marginal SALES
division allocation
CO-OP ADVERTISING?PERCEPTION:
CONTROL
questionable at
DEALER level
allocation
CO-OP ADVERTISING?PERCEPTION:
BRANDS offer
different
INCENTIVES at
different times
CO-OP ADVERTISING?PERCEPTION:
EASY to lose track
DETAILS what
and why
CO-OP ADVERTISING?PERCEPTION:
BRANDS have
many DEALERS to
track
CO-OP ADVERTISING?PERCEPTION:
LOCAL
independents have
MANY brands to
track
CO-OP ADVERTISING?PERCEPTION:
FORMAL
accrual-based
CO-OP brand
programs
CO-OP ADVERTISING?PERCEPTION:
Standard dealer ad programs based on:
• Purchase volume
• Brand guidelines
• Media participation
• Reimbursement
Rule Book
MDF
specially-arranged
CO-OP
brand programs
CO-OP ADVERTISING?PERCEPTION:
Deal-based program arrangements:
• Inventory levels
• Partner planning
• Brand awareness
• Documentation
Rule Book
EVERY local market
has LOTS & LOTS
of independents
with BRANDS
CO-OP ADVERTISING?PERCEPTION:
WHENEVER
there’s lots there’s
AGENCIES deciding
who gets WHAT
CO-OP ADVERTISING?PERCEPTION:
Rule BookAdvertising Audit
Bureaus
WHENEVER
there’s lots there’s
AGENCIES deciding
who gets WHAT
CO-OP ADVERTISING?PERCEPTION:
Rule BookMarketing Asset
Management
WHENEVER
there’s lots there’s
AGENCIES deciding
who gets WHAT
CO-OP ADVERTISING?PERCEPTION:
Rule BookTrade Promotion
Optimization
WHENEVER
there’s lots there’s
AGENCIES deciding
who gets WHAT
CO-OP ADVERTISING?PERCEPTION:
Rule BookSales Promotion
Agencies
CO-OP ADVERTISING?PERCEPTION:
APPLICATION
of co-op is usually
LOCAL business
decision
CO-OP ADVERTISING?PERCEPTION:
CO-OP ADVERTISING?PROGRAM:
CO-OP ADVERTISING?MATERIALS PORTAL:
CO-OP ADVERTISING?BUSINESS PORTAL:
EVERY local market
has LOTS & LOTS
of independents
with BRANDS
CO-OP ADVERTISING?PERCEPTION:
ASKING anyone
about CO-OP
gets interesting
CO-OP ADVERTISING?BORRELL STUDY:
ASKING media
about CO-OP
gets interesting
CO-OP ADVERTISING?BORRELL STUDY:
ASKING brands
about CO-OP
gets interesting
CO-OP ADVERTISING?BORRELL STUDY:
ASKING dealers
about CO-OP
gets interesting
CO-OP ADVERTISING?BORRELL STUDY:
ASKING agencies
about CO-OP
gets interesting
CO-OP ADVERTISING?BRANDMUSCLE STUDY:
CO-OP ADVERTISING?BRANDMUSCLE STUDY:
Leaving MONEY
on the TABLE!
LOCALS still
struggle with
DIGITAL but they
know that they need
it.
CO-OP ADVERTISING?BRANDMUSCLE STUDY:
BEST
independent dealer
PRACTICES
with co-op
CO-OP ADVERTISING?WHAT NOW?
EMBRACE the
reality of CO-OP
advertising
CO-OP ADVERTISING?DIGITAL BEST PRACTICES:
REMEMBER
there is NO free
money here!
CO-OP ADVERTISING?DIGITAL BEST PRACTICES:
COMPLIANCE with
guidelines IS KEY
to the process
CO-OP ADVERTISING?DIGITAL BEST PRACTICES:
NO ONE gets paid
co-op WITHOUT
documentation
CO-OP ADVERTISING?DIGITAL BEST PRACTICES:
CO-OP SUCCESS IS:COMMUNICATION
Does this
account’s
BRANDS
offer
CO-OP?
CO-OP SUCCESS IS:COMMUNICATION
How much SALES
do they do with
these
BRANDS?
CO-OP SUCCESS IS:COMMUNICATION
Who holds the
KEYS to the dealer
funding
SOURCES?
CO-OP SUCCESS IS:COMMUNICATION
How can we
HELP
this dealer in this
DISCOVERY?
CO-OP SUCCESS IS:COMPLIANCE
How does your
DIGITAL solution
mesh with
BRAND program
rules?
CO-OP SUCCESS IS:COMPLIANCE
Can you ASSIST
with the
APPROVAL
process?
CO-OP SUCCESS IS:COMPLIANCE
What GUARANTEE
can you provide the
DEALER in this
process?
CO-OP SUCCESS IS:CLAIMING
Documentation
needs CAN VARY
for each brand
PROGRAM in this
process!
CO-OP SUCCESS IS:CLAIMING
BASICS ARE:
Detailed Invoice
Screenshot(s)
Impression Reports
MANDATORY
CO-OP SUCCESS IS:CLAIMING
Tedious paperwork
is COMPLAINT
most noted by
DEALERS in this
process!
EVERY local market
has LOTS of
independents with
BRANDS
CO-OP ADVERTISING?PERCEPTION:
HOW TO TAP
DIGITAL CO-OP
ADVERTISINGLSA RECAS® SOLUTIONS
TIM BRENNAN
VP Recas Strategic Development
309-678-8745
