• HomePage / FYI
• Now That I Have Your Attention
• Eye On The Industry 
• News Briefs
• Neat Stuff 
• Shop Talk
• Book Nook 
• The Racer's Edge 
• Concession Corner 
• Inside Info 
• Fun Times 
• Sponsor Search 
• Classified Ads
• Calendar of Events
• The Last Laugh 
• Archives 
• Advertising Info
• Feedback
• Legal Stuff
• Kart Expo Update
• Association News
• Weather Updates
• Kart Links

International Karting Industry Buyer's Guide

GO KARTING!
A Guide To The World's Most Popular Motorsport.

Kart Expo International

It’s true that there’s no such thing as “free advertising”, but by using manufacturers’ co-op dollars, you can come close!  It’s like ‘found money’ to promote your name and products.

As the day-to-day functions of running a sales operation become more intricate, retailers and distributors are wearing more and more ‘hats’. From financial planning to marketing, they are expected to be knowledgeable on all business fronts, including effective advertising. 

So, how do you handle all the day-to-day necessities and effectively advertise?

Manufacturer’s co-op advertising programs are often overlooked and misused resources for funds and assistance. Why not take full advantage of what’s available? After all, these funds are accumulated from your purchases.

More and more manufacturers are promoting use of their co-op programs to help get their messages across. Funds that once went unused (and reverted back to the manufacturer) are now viable means to promote products and goodwill. As competition get tougher, cooperative advertising ventures become increasingly profitable for co-op providers and users. For this reason, manufacturers are expanding and liberalizing co-op programs. No longer is co-op regarded as a series of rules and regulations. Co-op now means turnkey programs filled with useful materials to make your promotions more cost effective.

CONSIDER ALTERNATIVES

YELLOW PAGES – Many manufacturers offer a yellow page program. That’s why this form of media is so widely used. It’s easy to use and effective. Check the ad sizes of your competitors. Determine how big of an ad you really need to be visible.

DIRECT MAIL – Direct mail is an excellent way to promote and generate qualified leads. Here are some safeguards to be aware of before starting a direct-mail campaign:

1) Be sure to qualify your mailing list. If possible, arrange to tie-in with manufacturers’ mailing houses… mailing lists can be much cheaper. Also inquire about the costs of duplicate lists for follow-up mailings.
2) Combine your company’s story with your products when producing your own mailers.
3) Make use of special promotions from manufacturers or use your own premiums in your direct-mail campaign. Remember, the more closely the give-away is associated with what you’re selling, the higher the response and quality of leads.
4) Many manufacturers offer product mailers. Although they usually emphasize the manufacturer, the addition of your company tag will remind customers where to buy.

PRINT MEDIA – When using any print media, check if prepared ad slicks are available. If not, ask the manufacturer for camera-ready art or photos. Many publications can prepare your ads free of charge or at nominal cost.
 

WEB SITE ADVERTISING – When considering web-based advertising, check competition banner advertising on various web sites within the industry. Banner production is usually done by a professional or can be done in-house with proper expertise. Banner ads are usually based on a cost-per-thousand (hits) basis. Some manufacturers may have banners ads available that can plug-in your name and/or logo. 

OUTDOOR ADVERTISING – In preparing an outdoor campaign. Visit the proposed sites to insure quality locations for your signs or boards.  See if any artwork for poster or painted boards is available. And don’t forget about exterior signage at your place of business!

RADIO/TELEVISION – Radio and cable television are not as expensive as you may think, especially if ready-made tapes and cassettes are available from manufacturers. If you produce your own commercials, save time and trouble by getting your scripts approved by manufacturers before going into production.

TRADE SHOWS – Investigate what funds are available for booth fees, displays and support materials. Look into purchasing your own backdrops or portable booths and co-op the costs. To save money, consider sharing booths with non-competitors.

OPEN HOUSES – Want to perk up sales and morale? An open house can be held at any time. Create a professional environment, brief your sales people on objectives, send out invitations, and most importantly, and follow up with all attendees, if only to say ‘thank you’.

These are just some of the ideas that can be exploited through co-op advertising. Regardless of what advertising or promotion you choose, do it consistently. Plan ahead. Read your co-op plan. Know your accrual dates and don’t wait until the last minute to file a claim.

Above all, USE YOUR CO-OP FUNDS. It’s the closest you’ll come to ‘free money’, -something for nothing – achieving the best result for a minimum investment.
 
 

END

View Past "Eye On The Industry" Articles