Brands and local retailers can be a powerful duo for driving engagement and sales. Brands have important resources that many retailers may not: budget, reach, and advertising expertise. And retailers have a direct, personal connection with the local consumers who actually buy the product.
Brands and retailers communicate to the same consumer, but often with a very different message, and that’s when the trouble starts. While local retailers appreciate its value, advertising is one of the many functions required to operate a successful small business — on top of inventory, staff, and finances.
Traditional co-op marketing can sometimes be complicated, with time-consuming fulfillment methods and a focus on traditional offline advertising channels, like print, TV, or radio. Many of the world’s biggest brands, like GE Appliances, have been running co-op programs for close to 100 years, and so they started these programs at a time when retailers really only advertised in print newspapers or physical flyers.
Today’s consumers are digital, and they expect more. They want to engage with a brand or local store on their phones, on-the-go, whenever the need arises. Traditional co-op advertising wasn’t built for today’s always-on digital world, making it difficult for retailers to participate in or engage with co-op. Imagine an easy co-op advertising solution that increases in-store foot traffic and brand value at a local level.
Digital advertising needs to be simple and fast in order for retailers to justify the investment in staff and budget required to adopt it. Retailers need local advertising that gets them excited about marketing, helps them launch new paid ad campaigns faster, and one that also respects them and their connection to local communities.
Many national brands create a co-op account for each of their retailers. In each account, a marketing budget is set aside for the retailer to allocate towards running local co-branded marketing and advertising campaigns. Traditional co-op advertising becomes more powerful with a digital component, particularly for local retailers who need digital marketing support and resources to compete with e-Commerce. National brands and local retailers can be a powerful duo for driving sales when working together, but sticking with a traditional co-op model may be delaying progress. Independent retailers need a better, easier way to obtain digital marketing support from the brands whose products they sell.
With Promoboxx Paid Ads, brands provide retailers with faster, easier access to digital advertising content and budget. Brands improve goodwill and working relationships with their retailers — which of course makes retailers more likely to actively promote and sell the brand’s products in-store. Paid Ads removes traditional co-op roadblocks, and retailers therefore have more time to devote to digital marketing and increasing local awareness of the brand (and its products).
It’s easy – create one paid ad that follows your brand national guidelines and we’ll create a dynamically co-branded version for each retailer, geo-targeted to their local business.
Set up a time to build out your Paid Ad Co-Op strategy by emailing firstname.lastname@example.org.