Automated co-operative marketing programs enable corporate marketing departments to provide channel support for local marketers while still controlling a brand’s message and content. This whitepaper discusses key benefits of using co-op marketing programs for both the brand and the local marketer and explores how brands can design and build co-op marketing programs to:
- Effectively coordinate campaign elements
- Generate local marketer interest and participation
- Improve channel marketing control and oversight
- Structure and fund campaigns to entice channel behavior
Integrated direct marketing programs are extremely effective at targeting end consumers highly predisposed to initiating a purchase, or repurchasing, a brand’s products and services. However, successful corporate driven direct marketing requires channel members to work in concert, from the top level down to the local distributor.
This paper highlights the three primary factors that influence whether or not local marketers adopt corporate marketing initiatives and provides a solution framework on how to combat them by creating engaged channel stakeholders that are interested in, and committed to, generating local demand for a brand.
