Putting the Cooperation Back into Co-op Brand MarketingBy Joanne Costin
Article Date: 01-01-2013
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Experts say 40 percent of co-op advertising dollars are left on the table. Will manufacturers and dealers ever be on the same page when it comes to building their brands?
There are a lot of dollars on the table. Co-op advertising amounts to an estimated $50 billion annually for all U.S. retailers. Shouldn't construction equipment dealers and manufacturers both be asking why their co-op programs aren't utilized? Manufacturers need dealers to connect with buyers in local markets just as dealers need manufacturers to build brand awareness for the products they sell. So why the disconnect? There doesn't appear to be one reason, but rather many.
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