The weight of these challenges and the competition to claim co-op funds can seem so overwhelming that many think it's just not worth it. But let me remind you that there is up to Industry Email List $70 billion at stake and $35 billion that remains unused. Brandmuscle reports that 49% of local affiliates rely on co-op dollars to fund half or more of all of their marketing expenses. Another 28 percent use co-op dollars to fund a quarter to half of their marketing expenses. In Industry Email List other words, local affiliates are heavily dependent on co-op money to pay for advertising. At a time when many local advertisers are not marketing more due to budget restrictions, the co-op offers a straightforward solution.
The amount of money left on the table and the Industry Email List number of local affiliates not maximizing or using the co-op at all means there is plenty of room to take advantage of the opportunities. Here are some of those opportunities: 1. Growth of Search and Display Network advertising The growth in co-op usage is Industry Email List in digital media, particularly in search, display advertising, and email, as evidenced by refunds from the LSA's Co-op Services Office. There is also growth in mobile and social, but at a slower pace. As mentioned above, 90% of branded co-op programs have expanded to cover digital media in the past three years, as shown in LSA's database.
With co-op rebates finally covering the types Industry Email List of media most businesses use, co-ops are more attractive and have greater utility for local businesses. As local businesses catch up and adapt to use co-ops, they will have more money to spend on search and display engine advertising, leading to more sales and better marketing returns. 2. New business and more for agencies Agencies that can leverage co-ops to subsidize the cost of their Industry Email List services and media buys will be attractive business partners for local businesses looking for help. The cooperative can help beat the competition by reducing the net cost while adding services.