Suburban Media Rep Generates New Business with Co-op Funds

Fri Jul 26, 2013

Faye Oney

Did you know that many local businesses leave advertising dollars on the table because they don’t have the time to go through the process of filling out the paperwork?

For many media sellers, spending the time to find co-op dollars for a business that has never advertised can pay off handsomely in a first-time sale. ThisWeek Community News

Charlotte Joseph, Key Accounts Executive for a Columbus, Ohio weekly suburban chain of newspapers, knows that doing the legwork for prospective clients can lead to a sale. She recently came across a local soccer equipment store that had never advertised with her newspaper. Before calling on the owner, she searched AdMall to see if they might have co-op dollars available for advertising.

“He had one location, with specialized products,” Joseph explained. “He really needed to get his message out to parents in the community; our paper was a good fit for him.” Although he told Joseph he didn’t have any money to spend on advertising, she wasn’t discouraged. Joseph shared the Co-op Source Report in AdMall with the owner of the store. “He gave me his vendor numbers, and I got the information back for him. It was all seamless.”

Joseph proposed a marketing campaign based on his available co-op dollars. “He didn’t think I was going to come up with any money for him,” she said. The owner ended up spending $4,000 over a 6-month period — all new business for Joseph.

Her client is now a loyal advertiser with her newspaper. “Most small businesses don’t have an understanding of how to use their co-op dollars,” Joseph added. “If you do the work for them, you can educate them.”

In most cases, businesses that don’t use the co-op money they accrue during the calendar year will lose it. If you’re an AdMall subscriber, watch this 15-second video to see how to access Co-op Source Reports for information on more than 10,000 brands.

Charlotte Joseph of ThisWeek Newspapers is one of the Sell Smarter Award recipients for the 2nd quarter, 2013.

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About Faye Oney

Faye is a 20-year media sales veteran. She has a Masters Degree in Marketing from Franklin University and a Bachelors Degree from Miami University.

View all posts by Faye Oney