ADVERTISING OPPORTUNITIES

An advertiser's guide to what's new at The Seattle Times Company

Posted August 2007

Co-op services uncover advertising dollars that build business

Businesses or agencies looking to multiply the effectiveness of their advertising budgets can now turn to The Seattle Times Company's co-op team to uncover a wealth of manufacturers and suppliers willing to underwrite some advertising costs for local retailers.

Thousands of manufacturers allocate billions of dollars to vendors and merchants in return for ads that feature their names or products. Though the level of reimbursement varies by company, refunds totaling half of all ad costs are common. In some cases, all advertising costs are recovered from the manufacturer. Just how much of your advertising budget is defrayed is often based on a time period specified by the manufacturer. The more sales a retailer racks up during that period, the greater the level of marketing assistance.

This cooperative arrangement benefits both the manufacturer and the retailer. The product manufacturer gains additional sales and furthers name recognition to edge out the competition. The store increases revenue by broadening the reach and frequency of its marketing message, builds a loyal set of customers based on the strong brands that they stock, and opens the door to long-term advertising plans that additional dollars bring. By gaining access to sales events that a retailer chooses to promote, even consumers benefit from co-op advertising.

The Seattle Times Company's experienced co-op team makes finding and spending co-op dollars easier than ever. We start with a comprehensive database that contains thousands of up-to-date co-op offers. Smaller businesses often don't have easy access to this co-op information, making our team an indispensable partner in pursuing manufacturer dollars.

Though the manufacturers or suppliers may restrict how dollars are spent and the way ads appear, we assist retailers in creating ad campaigns that satisfy all requirements. Rules sometimes necessitate a description of the product's strength or an image showing the product in action. To ease this process, The Seattle Times Company uses its familiarity with the co-op process to obtain sample ads from the manufacturer and create compelling ads that generate foot traffic.

Beyond helping locate and design effective creative, The Seattle Times Company facilitates paperwork required for payment. This simplifies the reimbursement process so businesses can focus on their remaining retail operations.

Co-op advertising is especially potent when all the dealers in a region pool their manufacturer's reimbursement into a combined media buy. This collaboration allows for campaigns that generate a big splash and maintain an advertising presence with the widest possible audience. The address and phone number for each of the participating dealers is displayed in the ad, enabling the consumer to choose a convenient location. Count on The Seattle Times Company's co-op team to provide expertise on how to access and execute the most effective cooperative advertising programs.

To find out how our turnkey co-op program can stretch your advertising budget, or to learn about other effective and affordable advertising options, please contact your account executive, or call 206/464-2400.