TARGET, TARGET, TARGET!
1. Target brands with great co-op advertising programs - these are your "formal" co-op programs. Show your new prospective advertiser a category list of targeted plans - he will immediately begin noting the brands he buys. Take co-op on from there...
2. Target your positive, enthusiastic, willing-to-learn sales executives - and work one-on-one with each one to help find and place co-op - by adding another active account or up-sizing an ad program. Promote your successes!
3. Target your existing advertisers who are using co-op - select a brand and identify others in your market who buy that product - pull up the dealer list - spread the good word!
Be consistent! Be persistent! Make co-op part of the sales process! Become famous as a revenue generator!
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