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Video1: Developing Local Advertising Programs Using Co-op Advertising Funds

Media Executives:

Is Co-op Advertising a mystery to your sales force?
Would you like to learn how to get manufacturers to want to work with you?

Manufacturers:

Would you like to learn how to help your sales force use Co-op funds more effectively?
Would you like to learn how to get calls from the media to work for you instead of against you?

The Video:

Invest in this video to teach your sales staff and yourself what manufacturers have to say about building relationships with the media, to support local advertising with Co-op dollars.

Quite frankly, little has been published about the manufacturer's perspective when it comes to their working with the media to fund retailer advertising with Co-op dollars. In practice, media attempts to obtain information from manufacturers about their Co-op programs, and which dealers have funds, have resulted in:

Reluctance by manufacturers to share the information
Phone calls to manufacturers that are not returned
Irritation and sometimes outright hostility by some manufacturers!

Now there is a 110 minute video, produced by manufacturers, that tells you how to:

Develop better relationships with manufacturers
Obtain the information you need from manufacturers regarding Co-op programs and funds
Develop local events using Co-op dollars
Work with your competitors to make manufacturers want to listen
Increase your value and sales to retailers.

This video, edited from a teleconference that was broadcast to 20 markets, is now available for your sales staff at a remarkably low price of $69.95*. That's a pretty inexpensive price for media people to pay to learn how to get their share of the billions of dollars that are available from manufacturers to their retailers and distributors in the form of Co-op and other promotional allowance programs yearly. It's also a bargain for manufacturers and suppliers who want to learn how to use the media to gain more and better-quality retailer advertising.

Purchase a copy for only $69.95.*
Just use the order form

*$49.95 for TPMA Members

Here are some excerpts from the telecast:

"Probably no other factor causes more problems in a domestic relationship than money...it's not surprising, then, that money matters create problems for business partners...co-op is right in the middle of these relationships."

"Co-op is more than just a published program available to all our dealers...you show us a way to sell more product, and we'll find the money, maybe not right now, but, with enough lead time we'll find it"

"Don't assume every manufacturer encourages local advertising of their products, and has Co-op funds to support it."

Don't make the assumption manufacturers have tons of unspent co-op dollars waiting for you to show them how to get them spent. They don't."

In this program you will learn:

What Co-op is, and what it isn't
What manufacturers' objectives are for Co-op and other promotional allowances
What manufacturers want from the media
What you can expect from a manufacturer if you do your homework
Who your primary contact(s) should be in a manufacturer's organization
The roles of a manufacturer, retailer, and the media in making Co-op supported retail advertising work
Five attitudes and activities every media rep should be avoiding regarding Co-op
Nine activities every media rep should be practicing regarding Co-op
What works, and what doesn't to get media bills paid from Co-op funds
Much, much more...

Your personal training staff:

This video "Developing Local Advertising Programs Using Co-op Advertising Funds," has been produced by TPMA and features some of the top talent in co-op today. Speakers include:

· Roger Vickery, former TPMA President and coordinator of over 200 Co-op and other promotional allowance programs provided by Eastman Kodak Co to its retailers and distributors. Roger is both knowledgeable and entertaining in his approach to this complex subject. His advice to media people may make you feel a little uncomfortable, and you may not agree with all he says, but you will hear the manufacturer's perspective, based on his experiences at Kodak, and with the many members of TPMA.

· Bob Stevens, former General Manager of Advertising for Seiko Time. Bob's is a highly experienced professional who has managed Co-op programs for not only Seiko but also Remington Shaver. He also has retailer experience from his days working in advertising for Macys and Sears. Bob has even has sold newspaper ad space, so he is well versed in all aspects of Co-op. Bob shares a case history of how Co-op dollars were used to support a multi-media retailer program for Seiko, and what he looked for from the media to make it all work.

· Donna Kelley, former Co-op Advertising Manager for Kwikset Corporation, shares the details of how a local media in the Detroit area put together a promotional package for local dealers that was designed to support Kwikset's marketing objectives for one of their doorknob product lines. Donna shares what one local media rep did to get her attention, and support for a promotion that generated store traffic for participating retailers.

· Gigi Carder, former Co-op Advertising Manager for BioLab, Inc., a manufacturer of pool chemicals and supplies, tells how she challenged the media in the Atlanta market to develop an innovate promotion that would support a national promotion BioLab had created for its dealers. She is joined by Deborah Schwartz-Griffin of WSB-TV who shares how she met Gigi's challenge, and produced a winning local promotion that used BioLab Co-op dollars to generate store traffic and sell product.

To purchase a copy for only $69.95*
Just use the order form or contact:
TPMA Headquarters
Phone: 480.837.9704
E-mail: headquarters@tpmaww.com

Request Video1

*$49.95 for TPMA Members

Updated as of 09/01/2006