If you've ever been associated with the "delivery" side of a co-op or MDF advertising program, you've likely received an email/vmail/letter something like: 
Any of these issues sound familiar? Did you know that using Balihoo's channel marketing software to manage your co-op advertising program can address all of these issues and more? Avoid getting another letter like this, request a free demo of our solution today.
Dear Product Manufacturer,
Your Co-op advertising program sucks.
First, what are the specific rules and regulations? How do I know what's covered? What is my specific co-op advertising balance and what can I use it on? I've spent hours and hours working on this with my sales rep (is that the best use of his time?) and we still have no idea.
Secondly - thanks for all the product images...now I get to take them to my local agency and pay thousands to get an ad designed that I 'hope' you will approve. At least you're paying for most of the design fees, but wow, wouldn't those dollars be much better spent driving demand in the marketplace?
Thirdly - are you serious with this creative? It's a big, branded ad for your brand with a small little spot for my logo. Why would I spend money on this? Where is the demand-generation component? What's going to get customers to walk in my store and make a purchase? Where is the tracking? How do I know if this is going to work for my local marketing efforts?
Also, I see you've given me a print ad and a flyer. That's great and all but this is 2010 - where is the banner ad? What if I want to put up a microsite? PPC? Social media? TV? C'mon, marketing at the local level HAS to be integrated across mediums - I know you know that because that's what YOU do at the local level. Where are the other mediums?
Finally - 6-10 weeks to get my co-op/mdf money back? Really? And half the time we have to go round-and-round to get that (another great use of my sales reps time). Why can't you just give me an immediate discount on the marketing spend for the amount you're going to cover?
That's it, I've had enough, I'm going to market Competitor X from now on. Good luck with your big product launch later this year....
Your Co-op advertising program sucks.
First, what are the specific rules and regulations? How do I know what's covered? What is my specific co-op advertising balance and what can I use it on? I've spent hours and hours working on this with my sales rep (is that the best use of his time?) and we still have no idea.
Secondly - thanks for all the product images...now I get to take them to my local agency and pay thousands to get an ad designed that I 'hope' you will approve. At least you're paying for most of the design fees, but wow, wouldn't those dollars be much better spent driving demand in the marketplace?
Thirdly - are you serious with this creative? It's a big, branded ad for your brand with a small little spot for my logo. Why would I spend money on this? Where is the demand-generation component? What's going to get customers to walk in my store and make a purchase? Where is the tracking? How do I know if this is going to work for my local marketing efforts?
Also, I see you've given me a print ad and a flyer. That's great and all but this is 2010 - where is the banner ad? What if I want to put up a microsite? PPC? Social media? TV? C'mon, marketing at the local level HAS to be integrated across mediums - I know you know that because that's what YOU do at the local level. Where are the other mediums?
Finally - 6-10 weeks to get my co-op/mdf money back? Really? And half the time we have to go round-and-round to get that (another great use of my sales reps time). Why can't you just give me an immediate discount on the marketing spend for the amount you're going to cover?
That's it, I've had enough, I'm going to market Competitor X from now on. Good luck with your big product launch later this year....
Any of these issues sound familiar? Did you know that using Balihoo's channel marketing software to manage your co-op advertising program can address all of these issues and more? Avoid getting another letter like this, request a free demo of our solution today.
| Tweet |
Powered by Compendium
Comments for Your Co-op/MDF Advertising Program Sucks
blog comments powered by Disqus