Co Op Advertising

Do you get co-op marketing from a manufacturer, wholesaler, or channel partner? For businesses who do, it is an invaluable resource to help attract new clients and get your brand out there. For those who don’t, chances are you just haven’t asked! Did you know, according to Gleanster Research, that an estimated 50% of co-op funds go unused each year? Co-op marketing programs are designed to help businesses pay for a portion of their advertising costs and come from places like manufacturers, wholesalers, or channel partners. Typically, they are calculated or accrued based on a percentage of a business’s sales for that particular partners’ products or services. An example would be Goodyear Tire. They may offer an auto repair shop 10% back of their gross sales back on all Goodyear Tire products purchased at their shop in a calendar year. That could mean big bucks for that auto repair shop if they are doing $250k in Goodyear Tires for the year.

Fortunately, or unfortunately, not all co-op programs provide direct cash rebates like the example described above. Other co-op programs involve things like free products, promotional items, displays, banners, etc. Either way, as a business you win! These are products and services that you want and need to sell, either way, co-op programs just help get the word out!