As mentioned in a previous post, I'm currently writing a whitepaper about reseller adoption of co-op advertising programs.  I've identified the key underlying problems with this issue, and this series of posts will dive into each of the issues a little deeper to understand what they are and how to fix them.

Co-op Advertising Issue #5 - Administrative Burden

Explanation: 

The single-most quoted reason for not participating in manufacturer co-op advertising programs is the administrative burden placed on the reseller. Additionally, programs that are administrative-heavy for the resellers also carry a significant burden to the vendor – resulting in high workforce or outsourced costs. 

Fixing the Problem: 

• Offer your resellers a complete end-to-end web-based solution that incorporates creative and media planning and buying. Under this model you’re able to incorporate “instant” discounts on the activities which can nearly eliminate payment delays and automate proof-of-performance reporting for both parties
• Be overly-transparent with your approval and claim processes so partners know exactly what to expect. 
• Provide and promote online and live help options. Offer webinars to train resellers on using the platform and to share best practices and guidance on how to be most effective with their local marketing efforts. 

Results: 

By removing the administrative burden and automating everything possible, you’ll not only remove the single most important limiting aspect of your program, but you’ll also remove significant cost out of the equation for both you and your partners. 

As I finish up the whitepaper, I'll continue to post my thoughts, so stay tuned. 

In the meantime, check out our other co-op advertising whitepaper:  How to Build a GREAT Co-op Marketing Program.