Co-Op Advertising
Driving additional revenue into directories, Co-Op advertising (Cooperative Advertising) is an effective way for advertisers to increase their presence in the directory without increasing their out of pocket cost. Manufacturers and major brand names subsidize the cost of cooperative Yellow Pages advertising for dealers and distributors as a means of boosting brand awareness.
In our industry, Co-Op advertising tends to be an under-worked, overlooked stream of revenue. For many businesses, the idea of a national brand offering assistance toward local directory advertising is a foreign concept. At LIYP, our Co-Op department specializes in researching Co-Op programs and securing them for local advertisers. They provide lead sheets with this important information to our sales force during a directory canvass. This allows representatives to offer increased advertising to a customer who might not otherwise be able to afford it.
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In short, Co-Op advertising:
- Incites advertisers to increase ad budgets – bigger ads at no additional cost
- Builds strong relationships with customers through “consultative selling”
- Increases directory revenue
