Co-op advertising programs are popular with SMBs, particularly larger SMBs, according to our Local Commerce Monitor , Wave 19 (Q3/2015). Our Plus Spenders are SMBs that spend more than $25K annually on advertising and more than a third (39.3%) of this group uses Co-op programs. Companies marketing to larger and higher spend SMBs are missing an opportunity to increase SMB ad spend by not facilitating co-op programs.
As shown in the chart above, SMBs that use co-op advertising funds like a blend of traditional and digital media for advertising and promotion. Direct Mail is the most popular of the traditional media, with 41.3% usage. Email and a website follow close behind.
Co-op advertising dollars are available and – with the right effort – they can be put into play.
For more on co-op advertisers, join BIA/Kelsey on Wednesday, July 27th for a webinar on strategies for selling to co-op advertisers and a discussion of our U.S. Local Advertising Forecast.