| |
| |
|
Advertising Information |
|
|
|
Grab Your Share of Untold Amounts of Advertising Dollars
If you advertise in any way, the following information could show you how to find and utilize untold advertising dollars you may not be aware of. In the mid 80's I was an account executive for a radio station located in Santa Rosa, California. During that time I became very familiar with what is referred to as co-op advertising. Co-op advertising is a great source of advertising dollars. And there is so much of it available to people, yet most people know very little, if anything, about co-op dollars. Interestingly, I was one of the only reps at the station who made sure my clients knew about this benefit. The reason was simple, there was more work involved in getting my clients set up, and yet, there was financial gain for both my client and myself by taking time to help them stretch their marketing dollars. Co-opting is where you put in money for advertising and the manufacturer of a product you sell also puts in money. Often it is as much as 50% of the campaign. It is a great way to stretch your advertising campaign and to beef up your campaign. Unfortunately, even though the money is available if conditions are right, many people either aren't aware of this or if they are they think it's too much work to meet the criteria. Granted, in some cases it is, but often utilizing co-op money is a great way to stretch your marketing budget. There are many co-op-advertising opportunities available if you plan to do advertising on the Internet. Not all are good investments though. Check opportunities out very carefully before making a final commitment. Using co-op dollars is an excellent way to build a stronger relationship with your retail suppliers and to generate a lot more traffic in your store or on to your web site. If the overflow of business is handled correctly you will increase your sales and profits. The great thing about using co-op dollars when you are dealing with standard media is that your account rep can handle the paperwork for you. Many retailers hesitate using the "hidden" dollars due to feeling intimidated by the paperwork, the unknown. Not only can the rep help you with the paperwork, they can also help you to build the campaign. However, before you trust them completely, find out what their experience is, what successful campaigns they have spearheaded and get some references. Take the time to do some research upfront to save money over the long run. The reality is, if they are professionals in the truest sense of the word, they will be more than willing to take much of the paperwork burden off of you by handling it. After all, the more value an account rep creates for their clients the greater chance for an ongoing business. Co-op dollars are not limited to retail businesses. Often, there are hidden dollars for non-profits. There are city and state funds that are set aside to help various organizations increase their visibility and reach. One nice thing about using co-op dollars from a large manufacturer is that brand names do attract customers to your business-that's why you offer them. Advertising specific well known brands will increase your foot traffic. Harley Davidson has an amazing co-op program they offer to their retailers. It is a primary reason they have done so well. They encourage advertising based on specific guidelines. It is to the advantage of an advertiser to utilize these dollars. Manufacturers in virtually every industry want to help with advertising costs. They are very aware that when you correctly advertise their brand name product you will probably sell more of it, thus increasing your orders. The disadvantage of co-op advertising can be the restrictions set by the manufacturer. Often, they have such rigid guidelines about how to design the ad that you may lose all control of creative expression. For example, their logo may have to be positioned in an exact location in order for them to co-op the campaign. If you are working with someone who claims to be an expert at advertising and they know nothing about co-op dollars they are not the expert they claim to be. Be aware. Areas that you need to be educated on are program terms and reimbursement schedules. In some cases it can take months to receive reimbursement for a co-op campaign. In other cases, the company you are cooping with will send the money directly to the media source. Be sure to check this information out in order not to run into a cash flow problem. Advantages of co-op advertising
Disadvantages of co-op advertising
Before making a final decision, research your options on co-op advertising. You may be pleasantly surprised with what you discover. Copyright: © 2004 by Kathleen Gage Publishing Guidelines: You may publish my article in your newsletter, on your web site, or in your print publication provided you include the resource box at the end. Notification would be appreciated but is not required. About The Author Kathleen Gage is a business advisor, keynote speaker and trainer who helps others gain marketing dominance and visibility within their market. Get Gage's FR*EE report "Learn How One Salt Lake City Based Business Consultant Made Over 100k from One Idea" by visiting www.kathleengage.com. kathleen@turningpointpresents.com
MORE RESOURCES:
Advertising - Google News |
|
|
|
RELATED ARTICLES
A Quick And Easy Way Of Getting More Customers From Every Single Ad You Write... Guaranteed! FACT: Most people don't spend anywhere near enough time on creating a strong, compelling headline.Which is why many copywriting experts. A Lesson In Advertising From The Eighteenth Century Back in the 1760s, the great Dr Samuel Johnson delivered himself of the dictum that 'promise, large promise is the soul of advertising'. It's a good thought, a great thought; and I contend that what was true then is equally true today. A $40 Million Dollar Little Known Referral Strategy Would you like to know how a car wash chain with only 12 locations has cleaned over 33,373,975 cars and has an annual revenue of over $40 Million (that is not a misprint) using little to no paid advertising?Well, sit forward because I'm about to tell you. The company name is "Car Spa" and here's how I discovered their brutally effective referral strategy. The Seven Second Race: How to Draw Attention Your Ad You've decided to launch your advertising campaign but you have no idea what would inspire others to buy from you. Or maybe you've already run some ads to no avail. Is there anything new under the sun? Heres how to find out if your bright idea is unique. "There's nothing new under the sun" is probably the one phrase no inventor wants to hear, seldom believes, and is always trying to prove wrong. However, moving too quickly to prototype stage and first disclosure can turn out to be costly for the inventor who doesn't take the time to find out if his or her invention is already patented. Nine Power Words To Punch Up Your Ads As every professional politician and public relations man knows words have the power to entice, persuade and motivate people into a specific course of action.There are certain words that I refer to as "Power Words" that I learned, back in the dawn of time, when the dinosaurs still roamed the earth. Buying Radio? Read This and Dont Waste Your Money Pay close attention and make it work the best for you.No doubt you've listened to, and then quickly deleted, messages from account execs from your local radio stations. Electronic Display Signs Electronic display signs are used nowadays in great extent to display important information instantly all over the world, which uses LED technology, which stands for light- emitting diodes. These are widely used in the worlds of commerce, government and even non-profit organizations. Why Your Ads Aren't Working The president of a manufacturing company recently asked me, "Why isn't my advertising working?" Have you ever been asked this question? Have you ever asked it yourself?Like most marketing communications questions there are no simple answers. After all, communication is a high level activity. What Happened? Troubleshooting Poor Response from Ad Campaigns Too many small business owners today run ad campaigns that get little to no results, and they have no idea why. When you have the knowledge to troubleshoot the poor responses, you also have the knowledge to make the needed changes so that - next time - your sales improve! Let's take a look at the breakdown of an ad campaign, and how to determine what went wrong. 10 Tips For Writing A Profit Producing Ad 1. You can get ad copy ideas by studying similar product's advertising material. Ten Ways To Sell Advertising Space Fast 1. Give your customers a discount when they spend over a certain dollar amount for ad space. The Shrinking Ad Dollar CPR CPA CTR.. Attention-Grabbing Fixes that Make Your Yellow Page Ad Leap Off the Page Stand Out in Ways that Matter to Directory Users A Yellow Page directory presents a difficult challenge for advertisers. All the competitors are packed together, within the space of a few pages. Creating a Winning Logo Creating a logo to get you noticed.When you're branding a company with a name, a colour scheme and a logo the logo is often not given enough care and attention. Custom T-shirts -- Put Your Company Logo on Cotton! An effective way to gain company recognition is to order custom t-shirts with your company name, logo, phone number, and other important information on them. You can use customized apparel to outfit your employees as well as to contribute a sense of professionalism and reliability to your company. How To Write Kick-Ass, Profit Pulling Adverts For Your Business? Doesn't that just grab you by the eyeballs and make you stop dead in your tracks? I mean it's a little harsh - grammatically speaking - but holy smokes, it does it have 'stopping power'.. Localized Advertising - Door-to-Door Ad Distribution on the Fly! Have you ever had to distribute door-hanger advertisements for your business? Have you ever employed door-to-door sales techniques to increase your brand awareness? Have you ever had to walk mile-after-mile repeating the sales pitch, over and over? Have you ever had to stand outside of an arena event and pass out flyers to exiting patrons? If you stop to think of the cold calling technique of door-to door advertising, you would discover how sometimes humiliating it is to have a disinterested and irritated individual slam the door in your face, yell insulting things toward you, or be escorted off of their property. To combat this instantaneous humiliation, the idea of door-hanging advertisements gives the sales person a means of getting the word out to more people faster than before but more importantly, it saves the person the anguish of the advertised becoming irate over the interruption. What Makes A Winning Online Ad? Most people who have been involved with sales & marketing for any length of time have heard the axiom, "Sell them what they want. Then sell them what they need". Brochures - The Ultimate Sales Tool "How brochures can help you stand out from the competition, close the deal, and even build repeat business."Most brochures are nothing more than a collection of a few pictures and a few details about a business.
|
| home | site map | Recommended Partner Sites |
| © 2008 |
