Co-op Advertising

National Brands: Your Affiliates Need Digital, Mobile Guidance
Facebook isn't just for family photos and cat memes, it's a preferred channel amongst local marketers due to its "low cost barriers and ease of use," according to the eMarketer article, "For SMBs, a Path Toward Digital." But as a national brand, are you helping your affiliates succeed when...Read...
New Study Finds: Local Marketers Ineffectively Executing Digital Tactics for National Brands
Balihoo’s recent research: “Micro Study: National Brand Use of Digital in Local Marketing”, found that the majority of national brands who rely on local affiliates believe their local affiliates lack expertise and the ability to effectively execute mobile marketing, SEO and PPC advertising. 51%......
Local Revenue Opportunities: Are You Missing Your Share?
When organizing local campaigns, marketers often face the following challenges: lack of market, consumer, and media data; lack of integrated strategy between national brands and their local marketing affiliates (particularly in the digital/mobile space); and lack of reporting and metrics. Brands......
Your Co-op Advertising Dollars: Are They Being Used Effectively?
“Of the 1000+ co-op advertising programs, representing over 1700 brands, maintained in a Local Search Association database, only 223 allow some form of Internet advertising in their policies.” –ACB “Online Co-op Advertising Study,” Sept. 2011.   What about your national brand? While you may be......
More Co-op Research: Digital’s Lost Opportunity
Last week I wrote about Borrell Associates Co-op Research and said that information on co-op usage is difficult to find. Well prove me wrong. This week, I ran across another co-op report, Co-op Advertising: Digital’s Lost Opportunity, by the Altimeter Group, IAB and the Local Search...
WEBINAR: Integrate Digital Into Your Co-op Marketing Program - Secrets from the Pros
If your national brand makes co-op funding available to your local affiliates, the following statistic might surprise you: According to a recent study conducted by Borrell Associates, SMBs are leaving an estimated $5-$7 billion of co-op funds on the table. There's a lot of untapped marketing...
Interesting New Research: Online Co-op Advertising
It’s difficult to find up-to-date research on co-op spending, so I was excited to see the recent research released from Borrell Associates, Online Co-op Advertising:  A $1.7 billion opportunity for SMBs. Borrell Associates surveyed over 1,300 SMBs this spring and found some interesting facts,......
"Marketing is a Data Game"–How Well is Your Brand Playing?
"Local Marketing Automation is important because if you're a small business, there's no way you can handle a cross-channel functional advertising strategy. It's just impossible to do Pay Per Click and local ad buys and banners and SEO–to try and balance all of that as a small business, it's...Read...
Prediction #2: CMO’s Demand ROI Reporting on Local Co-op Programs
Co-op advertising programs provide incentive dollars from a national brand to a local outlet for marketing their products.  Historically these programs have funded everything from local golf tournaments to regional mass-media efforts and are seen as a “benefit” to the local outlet.  However,...
Prediction #5: National Brands Demand Integrated Local Marketing Analytics
Local will continue to play an increasingly large role in 2012, and national brands will expect their partners and their vendors to deliver clear marketing analytics, both online and off, that can be rolled-up in a comprehensive view of activity and results.  A recent study by the CMO Council...