Supermarket Co-Op Advertising
February 10, 2009 by Benjamin Christie
Nearly every supermarket and grocery buying group does some sort of Co-Op Advertising. For those that don’t know, Co-Op Advertising is when a number of related companies contribute to an advertising campaign by pooling all of their budgets. Usually co-ordinated by the supermarket or grocery retailer, each supplier agrees to pay an agreed amount to be included in the advertising campaign. The concept is that as a Co-Op they will have far greater reach and response, then if they had to advertise themselves.
Co-Op Advertising creates a win-win scenario for all parties. All the supplying businesses win because and professional advertising campaign and the supplier or manufacturer gets additional branding. Particularly in the USA, Co-Op Advertising is already being used to fund online advertising campaigns. Even the largest supermarket chains are using online to not only promote their store but well known brands they carry. We’ve seen this on the wine and beer side as well as advertising for grocery lines in the consumer packages goods space.
Vertical advertising through Gourmet Ads is a great way to maximize the potential of co-op advertising because it offers such a great return on investment opposed to other mediums. With the current state of the economy businesses needs to take advantage of any co-op advertising that is available to them and then use those advertising dollars in the most cost-effective way that will get as many consumers through their doors as possible.
If you are incontrol of Co-Op Advertising campaign, then contact Gourmet Ads for proposal.
Blog Tags
co-op, co-op advertising, consumer, consumer packaged goods, CPG, FMCG, grocery, media buying, media planning, online advertising, return on investment, roi, supermarketCategorySocial Bookmarks
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