Co-op Marketing Strategies: Building a Better Co-op/MDF Program

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Do you understand the key elements that lead to highly successful co-op marketing programs? Check out this presentation to get practical guidance on how to move your program forward.

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Co-op Marketing Strategies: Building a Better Co-op/MDF Program

  1. 1. Breakthrough Co-Op Marketing MODERNIZED AND MEASURABLE STRATEGIES FOR LEADING NATIONAL BRANDS February 2015
  2. 2. As a company built on connecting consumers with brands’ locations...
  3. 3. ...we love a good co-op program!
  4. 4. Co-op programs, which allow large brands to subsidize the marketing efforts of their affiliates, offer several benefits:
  5. 5. Increased brand awareness,
  6. 6. Increased reseller satisfaction,
  7. 7. ...and increased visibility into reseller marketing.
  8. 8. These returns can be optimized by following a few key rules:
  9. 9. 1. Make it as easy as possible for affiliates to execute approved campaigns.
  10. 10. 2. Incentivize affiliates to invest in the best performing tactics.
  11. 11. 3. Reimburse professionally and in a timely manner.
  12. 12. After following the rules, are you still running into challenges?
  13. 13. Here at Balihoo, we see the same 5 problems over and over:
  14. 14. 1. Low affiliate adoption Affiliates simply aren’t interested in marketing your products or services, or find it too overwhelming.
  15. 15. 2. ROI isn’t trackable Old fashioned tactics and lack of 2-way communication make it impossible to track the return on your marketing dollars.
  16. 16. 3. Program administration is difficult For brands that have hundreds or thousands of locations or agents, managing claims can be a strain on staff.
  17. 17. 4. Affiliates don’t want to float the cash Affiliates aren’t able to cover large marketing expenses and wait for reimbursement.
  18. 18. And the biggest problem of them all...
  19. 19. 5. Affiliates’ marketing programs lack strategy Affiliates aren’t marketers by trade, and don’t have the time or knowledge to execute proven marketing strategies.
  20. 20. The best performing tactics are underused: ○ Display Advertising ○ Search Engine Optimization ○ Paid Search Campaigns ○ Local Listings
  21. 21. In fact, the affiliates of Balihoo customers rarely engage in digital tactics.
  22. 22. Digital tactics are simply too hard for affiliates to execute.
  23. 23. This lack of digital strategy often makes co-op programs an expense...
  24. 24. … instead of an investment.
  25. 25. In fact, some brands want adoption to be low, so they can spend the remaining funds elsewhere.
  26. 26. We believe marketing on the local level should produce returns...
  27. 27. ...that are MEASURABLE.
  28. 28. Co-op programs are a piece of the puzzle.
  29. 29. And in local marketing, they simply can’t live alone.
  30. 30. In 2015, leading brands are taking back control of their local marketing dollars,
  31. 31. while making it easier for their affiliates.
  32. 32. Investing in the best performing tactics on behalf of their affiliates
  33. 33. Providing increased ROI, tracking, and metrics.
  34. 34. Don’t just give your affiliates dollars... give them measurable results.
  35. 35. But how?
  36. 36. Co-op programs are evolving from subsidized activities performed by your affiliates...
  37. 37. ...to measurable local marketing that puts your dollars to work for them.
  38. 38. In 2015, co-op programs are being supplemented by 3 digital tactics built to drive consumers to your locations.
  39. 39. (WHETHER YOU HAVE 100 LOCATIONS OR 10,000)
  40. 40. 1. Local Websites that drive leads via organic search. LEARN MORE ABOUT LOCAL WEBSITES STRATEGY
  41. 41. 2. Local Paid Search that turbo- charges traffic for fast results. LEARN MORE ABOUT LOCAL PAID SEARCH STRATEGY
  42. 42. 3. Localized Display Ads that optimize conversions via advanced targeting. LEARN MORE ABOUT LOCALIZED DISPLAY STRATEGY
  43. 43. To learn more about how national brands are executing results-driven digital campaigns on behalf of their affiliates, take a self guided tour of the Balihoo platform.
  44. 44. ABOUT BALIHOO Leading national brands, across a multitude of industries, use the Balihoo local marketing platform to activate millions of data-driven local campaigns for over 350,000 local outlets. Balihoo is proud to call many of the top companies in the world our customers, including Aflac, Geico, Wendy’s and New Balance. WWW.BALIHOO.COM sales@balihoo.com | balihoo.com | 866-913-8417

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