National Brands: CO-OP Advertising

I am working with a national brand. How does co-op work?

Each co-op is different, but the bottom line is: You spend a little money; they spend a little money. The major brand wants to make money from their local vendors, so they create a co-op to help those vendors advertise. Co-op dollars are paid in various ways. Sometimes it’s cash, or merchandise, or discounts on future purchases. No matter how it’s paid back, in a way, it’s still “free” money.


I am working with a national brand. How do I find out if they have a co-op program?

This is easy. Ask. Ask your company representative about their programs. Many of the large brands have a department set-up just for dealing with co-op questions and filings. The task of becoming familiar with your brand’s co-op may be quite daunting, but remember those dollars are stretching your advertising budget and driving more sales to your store, which will increase your budget and drive more sales to your store.

Content provided by Bonnie Green with Campbell and Associates: Smart Marketing