LSA VP Tim Brennan shares tips on how to utilize digital co-op advertising dollars. To learn more about how Local Search Association aids in co-op advertising, visit: http://www.thelsa.org/lsa/lsa-co-op.aspx

1. HOW TO TAP
DIGITAL CO-OP
ADVERTISING
WHAT IT IS, WHAT THE BARRIERS ARE, AND
WHAT THE PROCESS IS FOR SUCCESS.
TIM BRENNAN
VP Recas Strategic Development

2. Co-op is just an
INCENTIVE to
subsidize LOCAL
brand promotion
CO-OP ADVERTISING?
PERCEPTION:

3. their base
STRUCTURE is
often decades
OLD!
CO-OP ADVERTISING?
PERCEPTION:

4. the bulk of
REVENUE still
locked in
TRADITIONAL
media
CO-OP ADVERTISING?
PERCEPTION:

5. PROCESS is
usually LABOR
intensive
CO-OP ADVERTISING?
PERCEPTION:

6. CONTROL thru
marginal SALES
division allocation
CO-OP ADVERTISING?
PERCEPTION:

7. CONTROL
questionable at
DEALER level
allocation
CO-OP ADVERTISING?
PERCEPTION:

8. BRANDS offer
different
INCENTIVES at
different times
CO-OP ADVERTISING?
PERCEPTION:

9. EASY to lose track
DETAILS what
and why
CO-OP ADVERTISING?
PERCEPTION:

10. BRANDS have
many DEALERS to
track
CO-OP ADVERTISING?
PERCEPTION:

11. LOCAL
independents have
MANY brands to
track
CO-OP ADVERTISING?
PERCEPTION:

12. FORMAL
accrual-based
CO-OP brand
programs
CO-OP ADVERTISING?
PERCEPTION:
Standard dealer ad
programs based on:
• Purchase volume
• Brand guidelines
• Media participation
• Reimbursement
Rule Book

13. MDF
specially-arranged
CO-OP
brand programs
CO-OP ADVERTISING?
PERCEPTION:
Deal-based program
arrangements:
• Inventory levels
• Partner planning
• Brand awareness
• Documentation
Rule Book

14. EVERY local market
has LOTS & LOTS
of independents
with BRANDS
CO-OP ADVERTISING?
PERCEPTION:

15. WHENEVER
there’s lots there’s
AGENCIES deciding
who gets WHAT
CO-OP ADVERTISING?
PERCEPTION:
Rule Book
Advertising Audit
Bureaus

16. WHENEVER
there’s lots there’s
AGENCIES deciding
who gets WHAT
CO-OP ADVERTISING?
PERCEPTION:
Rule Book
Marketing Asset
Management

17. WHENEVER
there’s lots there’s
AGENCIES deciding
who gets WHAT
CO-OP ADVERTISING?
PERCEPTION:
Rule Book
Trade Promotion
Optimization

18. WHENEVER
there’s lots there’s
AGENCIES deciding
who gets WHAT
CO-OP ADVERTISING?
PERCEPTION:
Rule Book
Sales Promotion
Agencies

19. CO-OP ADVERTISING?
PERCEPTION:

20. APPLICATION
of co-op is usually
LOCAL business
decision
CO-OP ADVERTISING?
PERCEPTION:

21. CO-OP ADVERTISING?
PROGRAM:

22. CO-OP ADVERTISING?
MATERIALS PORTAL:

23. CO-OP ADVERTISING?
BUSINESS PORTAL:

24. EVERY local market
has LOTS & LOTS
of independents
with BRANDS
CO-OP ADVERTISING?
PERCEPTION:

25. ASKING anyone
about CO-OP
gets interesting
CO-OP ADVERTISING?
BORRELL STUDY:

26. ASKING media
about CO-OP
gets interesting
CO-OP ADVERTISING?
BORRELL STUDY:

27. ASKING brands
about CO-OP
gets interesting
CO-OP ADVERTISING?
BORRELL STUDY:

28. ASKING dealers
about CO-OP
gets interesting
CO-OP ADVERTISING?
BORRELL STUDY:

29. ASKING agencies
about CO-OP
gets interesting
CO-OP ADVERTISING?
BRANDMUSCLE STUDY:

30. CO-OP ADVERTISING?
BRANDMUSCLE STUDY:
Leaving MONEY
on the TABLE!

31. LOCALS still
struggle with
DIGITAL but they
know that they need
it.
CO-OP ADVERTISING?
BRANDMUSCLE STUDY:

32. BEST
independent dealer
PRACTICES
with co-op
CO-OP ADVERTISING?
WHAT NOW?

33. EMBRACE the
reality of CO-OP
advertising
CO-OP ADVERTISING?
DIGITAL BEST PRACTICES:

34. REMEMBER
there is NO free
money here!
CO-OP ADVERTISING?
DIGITAL BEST PRACTICES:

35. COMPLIANCE with
guidelines IS KEY
to the process
CO-OP ADVERTISING?
DIGITAL BEST PRACTICES:

36. NO ONE gets paid
co-op WITHOUT
documentation
CO-OP ADVERTISING?
DIGITAL BEST PRACTICES:

37. CO-OP SUCCESS IS:
COMMUNICATION
Does this
account’s
BRANDS
offer
CO-OP?

38. CO-OP SUCCESS IS:
COMMUNICATION
How much SALES
do they do with
these
BRANDS?

39. CO-OP SUCCESS IS:
COMMUNICATION
Who holds the
KEYS to the dealer
funding
SOURCES?

40. CO-OP SUCCESS IS:
COMMUNICATION
How can we
HELP
this dealer in this
DISCOVERY?

41. CO-OP SUCCESS IS:
COMPLIANCE
How does your
DIGITAL solution
mesh with
BRAND program
rules?

42. CO-OP SUCCESS IS:
COMPLIANCE
Can you ASSIST
with the
APPROVAL
process?

43. CO-OP SUCCESS IS:
COMPLIANCE
What GUARANTEE
can you provide the
DEALER in this
process?

44. CO-OP SUCCESS IS:
CLAIMING
Documentation
needs CAN VARY
for each brand
PROGRAM in this
process!

45. CO-OP SUCCESS IS:
CLAIMING
BASICS ARE:
Detailed Invoice
Screenshot(s)
Impression Reports
MANDATORY

46. CO-OP SUCCESS IS:
CLAIMING
Tedious paperwork
is COMPLAINT
most noted by
DEALERS in this
process!

47. EVERY local market
has LOTS of
independents with
BRANDS
CO-OP ADVERTISING?
PERCEPTION:

48. HOW TO TAP
DIGITAL CO-OP
ADVERTISING
LSA RECAS® SOLUTIONS
TIM BRENNAN
VP Recas Strategic Development
TBrennan@Recas.com
309-678-8745