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Free Marketing Muscle

  
All of your suppliers have a vested interest in your success, and most of them have access to extraordinary marketing funds and resources beyond traditional co-op to help you sell more of their products.

If you do not access those funds, you are literally throwing money away, or worse yet, your competitors will scoop those funds and use them against you.

In our How to Leverage Your Suppliers’ Marketing Muscle, tactic number one is ‘Tender your next ad campaign’. Present a written proposal for submissions for marketing support from all of your suppliers outlining your proposed advertising schedule and investment, along with any special displays, promotions, demonstrations or other exposure the winning bidder will receive.

Many business owners believe their hands are tied to rigid manufacturers’ restrictions if they use manufacturers’ co-op advertising funds, but seldom is this the case.

If you are an appliance dealer, for example, and you sell Hotpoint and Whirlpool, your Hotpoint representative has a vested interest in you featuring Hotpoint versus Whirlpool in your ad.

If you make a presentation outlining the kind of campaign you propose to sell more Hotpoint without using the standard Hotpoint script or ad copy that the manufacturer supplies, it will generally be approved by their office because they don’t want your campaign to feature their competitor.

Still other businesses opt not to leverage their suppliers’ marketing muscle because it takes time and effort. But we believe in today’s competitive environment you need to take advantage of every competitive edge you can.