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Sunday, July 30, 2006

Co-op Advertising - Help!

So you're the new Co-op Manager or Co-op Coordinator or Co-op Manager/New Business Development Manager or Co-op Advertising/Creative Publication Specialist or Co-op Manager/Dealer Publication/Vendor Project Manager at you newspaper...now what?
1. Well first off - you need to get some co-op education.
What is co-op advertising?
How do I get started?
How to I create a business plan?
Are these goals I've received to increase incremental revenue through the use of co-op in advertising at my newspaper reasonable?
How do I organize my department?
Can I get it all done by myself?
Where do I set my office up?
Do I need a computer?
Do I need special co-op software or a co-op information system? Is one better than the other or just different?
What do other co-op professional people use? Why?

Are these some of the questions you've got and you don't know where to turn or what to do first or where to start?

Take a deep breath! Stick with me kid!

Post your questions here and I'll do my very best to answer them!

4 comments:

Anonymous said...

Hello! I am so thrilled to have stumbled upon your blog. I was doing web searches for information on co-op advertising and you came up! A bit about myself, I work for an automotive (car dealers) advertising publication that is fairly new. I've recently been promoted to handle the co-op program which is currently non-exisitent in my company. I come from a production and technical background, so this is a huge oppportunity for me to move towards marketing.

The only problem is that I don't have a clue where to start! I've been doing searches on-line and am not coming up with anything from car manufacturers. Since you offered I was wondering if you could share any knowledge with me? As I said, I'm coming at it with nothing to guide me so any information you could share would be greatly appreciated. I really want to prove myself and make this new position a success! Thank you so much!

Toni-

Co-op Queen said...

Most co-op professionals use some kind of a co-op recovery system; ie, a resource for co-op information including plan details, co-op plan contacts, co-op accruals resources, contacts for co-op pre-approved print advertising, etc.

Check out www.recas.com

This gives you an intro and ideas about how this system can be used as your right arm! I certainly couldn't work without it!

You could, on the other hand, try to contact the marketing departments for the brands you are researching. This takes days, even weeks to connect to the right person. You might get the details of their co-op program; you might not.

Try it! www.recas.com

Call Tim Brennan under the contacts! Tell him the Co-op Queen told you to get in touch with him! He'll probably set you up on a trial so you can check out this system! That's the direction I recommend! You'll be able to hit the ground running!

Check out my blog here - there's lot's of info you can pick up!
Let me know how it goes!

Co-op Queen

Anonymous said...

Thank you so much! Our production team alreader uses the AdBuilder portion for clip art and ad designs. I'll definitely look into the Co-op section.

I really appreciate it!

Toni-

Taryn said...

I actually have been involved with co-op now for three years. Our newspaper company (as with most within the company) is pushing online ad sales now very heavily. In addition to online ad sales, we are also moving into other media (magazines, direct mailers, events). What kind of co-op is available out there for theve type of media (most importantly, online)?