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Old 21st July 2004, 10:23 AM   #1
Old Welsh Guy
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Default Co-Op Advertising Programs

Quote:
Originally Posted by marketinguy
Now if only I could get magazines to drop their rates!
As someone who has been involved in this field, might I suggest co-operative advertising.

A group of symbiotic businesses club together, share the cost, and create page dominance with an advertising feature laid out exactly as they want it, carrying the text they want. ALl aimed at selling the concept and associated services of the companies sharing the costs.

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Old 21st July 2004, 10:47 AM   #2
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Default

Great idea, I never thought of co-opping for an expensive print ad. I'm sure I can find a few companies that would like to share some great exposure!

In fact, I was recently browsing a large scale publication and found many ads that appeared to highlight multiple companies. If everyone else is doing it, why shouldn't I?

Thanks for the advice, OWG.

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Old 21st July 2004, 11:40 AM   #3
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Default eBay's Co-op Advertising Program

Old Welsh Guy scores with another great idea!

Some large companies also offer co-op ad programs. For example, I remember eBay announcing a cooperative ad program and I dug up this page:

http://www.ebaycoopadvertising.com/

Quickie details from the page:

"Welcome to eBay's Co-op Advertising Program – a program designed to help you market your products and services to new and existing buyers via offline advertising efforts. Through eBay’s Co-op Advertising Program, you can drive traffic and activity to your eBay listings and generate new business for your Trading Assistant services.

"Best of all, eBay pays you to participate. By following a few simple advertising guidelines, eBay will reimburse 25% of your advertising insertion fees.*"

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Last edited by Robert; 21st July 2004 at 12:04 PM. Reason: updated info
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Old 21st July 2004, 12:07 PM   #4
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Default Intel's Co-op Advertising Program

Intel Inside Program

Snippets:
The Intel Inside Program is a cutting-edge ingredient branding program that works hand-in-hand with your own branding efforts. The Intel Inside Program's key objectives are to:

- Promote your technology and the Intel Brand in a clear and positive manner.

- Reimburse you for advertisements that feature qualified products and Intel Inside Logos.

- Highlight the benefits of the Intel® Brand to create end-user excitement about your products.


http://www.intel.com/cd/channel/rese...gram/52953.htm

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Old 21st July 2004, 12:13 PM   #5
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I have co-op'd with another company in trade show booths before. Our companies were different but offered services that people needed in combination. Worked out great.

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Old 21st July 2004, 01:21 PM   #6
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Any sales idea needs to ask, AND answer all the questions needed to make a decision. Much of our offline stuff is symbiotic marketing; it makes life easier for everyone, less expensive, and overall gives the project a bigger chance of success.

The key to making it work is to step back and follow the decision making process from the buyers point of view. Brainstorm as many possible objections they might have as you can, then sit down and solve each of them.

Quick off the cuff example. Page laid out telling a business how to get their offline business online.

Elements: -

Research
SEO
Imaging
Copywriting
Design
Hosting
Content management
Order processing
Tax liability
Shipping
Promotion of site online
Promotion of site offline.

In the above, I see the opportunity to share cost with: -

SEO
Copywriter
Design Company
Software seller
Order processing/accountant
Hosting company
Printing Company
Shipping company UPS etc

A well written page designed as a 'how to bring your business online' containing well written copy covering each of the stages of the task, together with links to online resources like tax offices etc will ensure that the page is removed and kept as a point of reference for a long time. It might also be copied and passed around etc.

One piece of advice, regarding something that in most cases is done wrong. DO NOT group all the ads together, spread them out across the page, and close to the relevant copy, referring to it from within the copy, and do not group the online resources in a list, rather spread them out in the copy with them being highlighted in a different colour to stand out.

The editors will absolutely hate this, but insist it happens. WHY? If the ads are grouped together, they can be torn off, if the urls are grouped the same can happen. By spreading them in and around the page, this prevents it from happening. Interested parties will HAVE to keep the whole page, meaning that you get maximum shelf life and exposure for the adverts & your own urls.

OWG

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Old 21st July 2004, 02:15 PM   #7
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I've just put up one of Karon Thackston's articles about co-op advertising. You can find the article here:

There's Free Advertising Money Out There. Do You Know Where To Find It?
http://www.smallbusinessbrief.com/ar...ng/000303.html

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Old 21st July 2004, 02:21 PM   #8
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Boy do I wish I could write like that.

My old grandad said to me. 'sort your maths out boy, no one gets diddled cos they can't spell' I took his wise words and concentrated on Maths lol.

Writing is an art, and something I struggle with. I just type it as it comes out of the noggin directly into the fingers.

So I guess my wish is 'why can't i think better grammar!

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Old 21st July 2004, 02:38 PM   #9
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Quote:
Originally Posted by Old Welsh Guy
I just type it as it comes out of the noggin directly into the fingers.
...and what's been coming out of your noggin is pure gold!

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Old 22nd July 2004, 05:10 AM   #10
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Cheers Robert, You have made a bald man happy :-)

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