Co-Op Marketing Is Recession-Proof Advertising

Co-Op Marketing Is Recession-Proof Advertising

Marketing Strategy — Thu., Nov. 9, 2023

Co-op marketing is a cost-effective advertising option that benefits retailers, manufacturers and consumers. It involves manufacturers providing funds to channel partners that sell their products, which helps reduce advertising costs. It's effective for durable, consumer-oriented product categories.

Retailers must coordinate with manufacturers to align goals, such as reaching the target consumer, driving sales, and maintaining brand loyalty. Flexibility is important to accommodate additional products, features, or services within the program. EV automakers have recently announced lower prices to lure buyers.

Brands should partner with marketing channel experts and familiarize themselves with co-op programs offerings. They should stay connected to sales and field marketing support representatives to learn about special programs. Co-op advertising financial benefits are too good to pass up.

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