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Dow Jones Local Media Group:
Taking Sales to the Next Level with Co-op and Recas
Having seen value in the detailed co-op information provided by Recas®
, a solution by MultiAd, Dow Jones Local Media Group (DJLMG) properties have taken
the information Recas provides and moved it to the next level with re-branding and strategic accountability through sales managers and sales reps. But
we’re getting ahead of ourselves...
A myriad of questions or comments about co-op may already be running through your head—let’s tackle these common issues first.
1) “What exactly is co-op, again?”
To put it simply, co-op is a partnership between local retailers and brand-name suppliers to share the cost of local advertising. Manufacturers rebate a
percentage of the advertising cost incurred by the local retailer as a way to promote a product and stimulate growth. Done the right way, co-op is a Win-Win-
Win for everyone involved (retailer, media and manufacturer).
2) “I’ve worked with co-op in the past, but it didn’t really work for me.”
This is where MultiAd can help. We can show you where to look for the opportunities (locally-owned retailers,
current and non-advertisers, historically co-op rich industries) and give you a straightforward path to
implementing a system with the Recas 4-step process; research, ad development, ad approval and co-op claiming.
3) “Sure, co-op is great-when you have a well-trained staff to implement it. But we have a hard
enough time keeping up with current initiatives, let alone adding something new to the mix.”
MultiAd knows there can be barriers to success with co-op. Many sales teams are lacking the right tools to take
advantage of opportunities including:
• Information and knowledge by both the local dealer and the media sales rep
• Understanding of how brand advertising can be applied to a media’s products
• Understanding of the process for dealer/manufacturer ad approval
• Understanding of the process for dealer reimbursement
• Lack of dedicated manpower (co-op coordinators/managers).
With these obstacles, you may be wondering how some properties are making it work. David Sigler, Co-op
Coordinator at DJLMG, has implemented a process of pushing relevant and timely co-op information to the 7
nationwide media group locations, via their CRM tool to sales managers and designated on-site co-op contact
points. DJLMG has three primary goals to address with their co-op process:
Top 5 Reasons to Use
Co-op advertising increases the
credibility of retailers’ advertising by
being associated with known product
lines and brands.
Co-op accruals are the retailers’ monies-
funding actually paid for by the retailer
when he purchased the products for
By using co-op advertising on brand
merchandise, retailer’s tie in with the
manufacturer’s national advertising
and identify their store as the national
brand outlet in an area.
Ads paid with co-op dollars can mean a
new or larger contract, and therefore
reduce a store’s cost per ad.
Using mfr co-op monies shows a willing
partnership with the mfr that can lead
to other benefits from the mfr based on
the store’s show of good faith.
Co-op advertising remains an
integral part of local media sales
impacting a wide range of local businesses. From Ford trucks to Benjamin
Moore paints, Allstate insurance to True Value hardware, Michelin tires to
Whirlpool appliances—each and every local market has great potential
with the proper co-op focus. Manufacturer co-op programs cover every
range of media option sold through your sales team and the data in
Recas goes far beyond just print advertising, coupled with the unique
ability to provide custom data streams to help realize the full potential of
your sales opportunities.
Mactive Business System
With Recas daily e-leads, co-op plan data and future API
development, DJLMG’s co-op process can be illustrated as
1: Communicate leads to sales
2: Improve sales accountability
3: Improve sales reporting
SNA MEMBERS: Attend our free webinar to learn more. Visit http://multiad.com/recas and click on SNA webinar on the right.
Learn more at:
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