Why Are You Wasting Free Advertising Money?
by Jeff D. Schuman
I am going to assume that you know how to promote your
product. You know what works and does not work when it
comes to advertising everything about your products and
Doesn't it stand to reason that if you could just get your
message out to more people that you could increase your
business in the coming months and years.
I've seen over and over that businesses don't advertise
more because they just do not have the money to advertise
more. We are all on a budget and it is no different when it
comes to advertising and promotions.
But the other thing I have seen over and over is the
wasting of money a small business has that is made
available through Co-Op Advertising Funds from suppliers
and manufacturers of the products you are selling.
Here are a few benefits of Co-Op Advertising!
You earn it just by purchasing products from your local
It is made available by the manufacturer to help get the
word out about their products in your local market.
It is available in various amounts. I have seen co-op funds
as high as 5-10% of your gross purchases. This translates
into big money that you may as well use. Do the math. On
$100,000 in purchases a year that could be as high as
$10,000 you could be using to build your business.
It is generally available on a 50-50 basis. That means that
for every dollar you spend it is matched by the
manufacturer. But I have also recently seen that
advertising co-op money is available on a 100% basis. This
is Free Advertising for you!
Generally you can not have any competitor's product in your
advertisement to qualify for the Co-Op Funds. If you sell
Amana Heating & Cooling Products then you can not have any
mention of Lennox or Carrier for example.
It is easy to qualify for because most maufacturers supply
camera ready logos, pre-approved ad copy such as ad slicks
or radio and television commercials. All you do is
customize these with your company info and you are ready to
Claiming back for your Co-Op Funds is so easy to do I can't
believe more companies don't do this. Depending on the
requirements from the manufacturer you are working with it
usually just involves submitting a copy of the bill for
your ad, an original copy of the ad or notorized copy of
the actual ad dates and times it ran if you are dealing
with radio or t.v., and a claim form telling how you want
to be paid.
Most co-op funds are reimbursed to you in the form of a
credit to your account with the local distributor but some
could come to you in the form of a check.
It is available on a use it or lose it basis. You can not
carry it over form year to year, so you might as well
include it in your yearly advertising plans and spend all
of it during the course of the year. This is only smart
because you are already advertising anyway. With a little
planning on your part you could make that advertising co-op
ready and get re-imbursed for money you are already
Here's the bottom line on Co-Op Advertising. You are being
foolish if you don't plan at least a portion of your yearly
budget to promote products that give you back money just
for advertising them.
This Is Free Money. In essence you can at the very least
double your advertising budget when you promote a product
that offers Co-Op Funds on a 50-50 basis.
Get ahold of your supplier and inquire about the co-op
funds you have right now. If you have to join a co-op
program to start accruing funds then do it. Then demand to
see a monthly statement of your account. Any reputable
supplier can make that available to you. After all they
have the same goal as you. They need to sell more and you
are helping them do that by spending money out of your
advertising budget. It is only fair that you are paid back
a portion of that money in the form of Co-Op Advertising
Jeff Schuman is the co-owner of Sites-Plus.Com. They build
affordable small business websites that any serious business
can afford. He has made over $30 Million Dollars in sales in the
past 10 years and is committed to helping small businesses around
the world increase their business in a planned profitable manner. http://www.Sites-Plus.Com
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