Billions in Co-op Advertising: Are You Claiming Your Share?

October 17, 2023

January 19, 2024

It’s estimated that billions of available co-op advertising dollars go unused annually. 

That’s right, billions. Is there some you could be using? 

Manufacturers sometimes provide co-op marketing dollars to share part of a retailer’s cost to advertise their product.

With many programs reimbursing up to 50% on an accrual basis (even higher in rare cases), it’s an opportunity for a business to have a significant boost their marketing budget. So why does so much co-op go unused? 

To qualify for reimbursement, material must meet specific co-op requirements set out by the manufacturer. From a few name mentions or a logo placement, to including product features or a brand tagline, these requirements vary depending on the manufacturer.  

While a business doesn’t have to advertise only that brand, the ad submitted for co-op dollars does. Pre-authorization of the creative material is often another requirement.   

If this sounds like some hoops to jump through, it can be.But with the opportunity to be reimbursed for up to 50% of advertising that also promotes your business, co-op marketing makes a lot of sense. 

Especially when someone will do a lot of the legwork for you. 

Media reps work with co-op marketing dollars every day and are familiar with the requirements of numerous manufacturers. For example, when you advertise with a Pattison Media property, our team can take care of the pre-authorization tasks for you. This saves you time, and also gives you written assurance from the manufacturer that the submitted advertising qualifies. 

A well-crafted co-op ad effectively promotes both the manufacturer’s product and the retailer. A skilled copywriter or graphic designer can meet all the co-op requirements and still keep advertising on brand for your business. Even the most demanding co-op program leaves room for your company’s unique selling proposition, slogan or tagline, and a call-to-action. 

Co-op marketing is mutually beneficial. It’s a way for a larger brand to reach the market at a local level, and to leverage established trust that smaller local businesses have built within their communities. 

Some manufacturers are keen to have their retailers or wholesalers use every co-op dollar available, and others leave it up tobusinesses to seek it out. If you’re not sure whether there’s co-op advertising for a brand you carry, your Pattison Media rep may already know or be able to ind out for you. 

Co-op marketing takes a bit of time and understanding the requirements is essential, but it can be a valuable resource for businesses looking to reach more customers and maximize the impact of their advertising. 

Want a hand? Let us know. We’re happy to help be sure you’re taking advantage of the co-op dollars available to you.

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