CO-OP Advertising

When you are selling products that you didn't manufacture yourself, co-op advertising can be an effective and cost-saving tool. Many of the large and well known product manufacturers are willing to provide cost-sharing or reimbursement programs for promoting their brands. Such programs are used in most media; such as print ads, radio, TV, billboards and even phonebooks. In some cases the supplier will even help in some of the advertising production costs.

The co-op funds or refunds can be returned to you in several different ways, such as a check rebate, credit ti your account or additional products added to your orders. The manufacturer becomes your partner because they have a vested interest in seeing you do well and increase sales. They usually don't make their willingness to participate in co-op advertising so you have to ask them if you want to do it. They may surprise you and be ready or have a plan in place. So it never hurts to ask and if even one out of five is willing you're still ahead of the game.

More on CO-OP advertising in chapter 4 of Barry's book, "90 Days to Success as a Small Business Owner" available everywhere