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CHECKLIST: 5 STEPS TO INTEGRATING
DIGITAL INTO YOUR CO-OP PROGRAM
STEP 1: ANALYZE THE VEHICLES
- Take time to consider and...
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Co-op Checklist: 5 Steps to Integrating Digital Into Your Program

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A national brand can take several practical steps to strengthen their co-op program with digital efforts. From controlling execution to driving adoption, use this checklist to ensure co-op marketing success.

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Co-op Checklist: 5 Steps to Integrating Digital Into Your Program

  1. 1. CHECKLIST: 5 STEPS TO INTEGRATING DIGITAL INTO YOUR CO-OP PROGRAM STEP 1: ANALYZE THE VEHICLES - Take time to consider and select from the array of available digital options: • display • search • email • websites STEP 2: CONTROL THE EXECUTION - Ensure you can precisely execute your chosen efforts. This is especially important when working with mediums that are auction-based, have legal implications, or are especially technical, such as: • search • email • websites • mobile • local search registration - Strive to incorporate an educational element for other mediums: • display • daily deals • social STEP 3: INTEGRATE TRACKING & ANALYSIS - Offer a streamlined reporting dashboard that includes both digital and phone-involved efforts and provides fundamental information to both the local marketer and the national brand. - Carefully identify what metrics should be highlighted for complete insight, such as: • clicks • inbound phone leads • phone conversions • phone revenue - Ensure that these metrics and their significance are fully understood across your organization. - Understand who owns website and landing page analytics - Make sure these can be included in reporting. STEP 4: SIMPLIFY THE PROCESS • Make adoption simple by providing a single location/login/ password for all digital (and ideally traditional) activities. • Integrate all creative and financial components of your co- op program. • Provide and carefully emphasize subscription-based activities. STEP 5: DRIVE ADOPTION • Encourage widespread adoption by executing early with a carefully selected pilot group of influential local marketers. • Modify reimbursement percentages based on marketing strategy and adoption levels. • Actively promote your recommended co-op initiatives in all corporate communications to resellers. • Engage your sales force early and often for adequate support. • Incentivize your execution vendor to drive adoption on your behalf. • Remember that executive-level buy-in is critically important, especially at live events. 866-446-9914 balihoo.com @balihoo • online conversions • online revenue • total conversions • total revenue • mobile • daily deals • social • local search registration To learn more about Co-op Marketing success, visit The Co-op Tool Kit: http://info.balihoo.com/CoopMarketingToolkit

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