Follow-up to Cooperative Advertising question

From: Linda Reavill <reavill_at_ameritech.net>
Date: Fri, 29 Jan 1999 06:14:38 -0600 (CST)

I had posted a question about cooperative marketing and have
received moderate interest from people. Here is my
reasoning behind coooperative advertising.

As part of an online course from ZDU (Ziff-Davis
University) we have a strategy project for a stationery
store. The ficitional store is in the Chicago area, several
stores, been in business for over 20 years, uses newspaper
and radio advertising, and well-known. There are 3
different strategies used for the class - according to the
instructions in the class, we are using this strategy to
expand on traditional marketing efforts by using the
internet to increase sales.

I was doing a search on the internet for competition, etc.
and was struck again by the fact that the net is not the
best place for local businesses - as far as I could find
there were no similiar stores on the internet in the
Chicagoland area. I did, however, find many nice product
pages for office supply products that would make great links
for an office supply web page.

A long time ago I had worked for a company that paid grocers
to include their products in their weekly advertising. I
then started to bring both of these ideas together and
wondered if it could be used in the online world. I know
that you could stretch the ideas of banners to be considered
as co-operative advertising, but they really
aren't utilized in that way as far as I can see.

For instance, Avery has a product that can be used to print
cards on a persons own printer. Avery could use local sites
and pay a coop charge to have this product highlighted. It
could even use it to promote a contest, or special
promotion, etc. In my old job grocers submitted tear sheets
to prove that they advertised - in the new program they
could submit log files or something.

You could even extend this a little further. As a former
business owner, I know that there is not enough time or
resources in a day to do all the advertising and marketing
that you could do. What if the mfg. created web pages and
even provided a virtual server for the local store. These
web pages could be used across the country, so the cost
wouldn't be that great per store, and it doesn't cost that
much to provide the web page space. The local retailer
would promote the URL as part of it's current advertising.

Linda Reavill


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Received on Fri Jan 29 1999 - 08:03:17 CST