S-T-R-E-T-C-H YOUR MARKETING DOLLARS...

Many people who provide newsletters for their customers on a regular basis don't realize that they can use cooperative advertising to lower their marketing costs. A perfect example of this is a newsletter customer from our Auto Shop division who advertises a local restaurant in his newsletter. These cooperative efforts can be set up as paid advertising or done on a swap basis.

There are two types of co-op advertising: formal and informal.

1. Formal co-op plans have prepared advertising assistance and advertising materials. Contact companies that provide products or services you use in your practice/business. These companies benefit from "product exposure" and reciprocate by assisting you with costs. They may even provide you with ad slicks or other types of advertising materials that promote their products or services. Each program is different and some allow you to prepare your own materials as long as you have them preapproved for reimbursement.

2. Informal co-op advertising involves businesses who share your market. Consider approaching appropriate businesses looking to attract the same audience you are reaching. Advertising in your newsletter may be just right for them! They may not have a formal "co-opportunity" program, but will appreciate the lower costs associated with cooperative advertising.

The Benefits are Mutual
Both you and your cooperative buddy will benefit from the product exposure you can give each other. Depending on your client base, you may find a match made in heaven. Florists and card shops might work together, especially around specific holidays. Consider the other local businesses that are working to attract the same market as you. You don't need to develop a formal cooperative program; however, both you and the other business will appreciate the lower costs and effectiveness of this marketing tool.

What You Bring to the Table
In some cases, the business you're cooperating with will have the prepared advertising materials you need, enabling you to just drop the ad into your newsletter. In other situations, they may need to work with a marketing or advertising professional before they're ready to join in your cooperative efforts. We'll be happy to help in any way we can. Used properly, newsletters are among the most effective forms of advertising because they have the unique ability to communicate in-depth information to a specific target audience. By advertising cooperatively, you can

S-t-r-e-t-c-h your marketing dollars and even increase
your newsletter's effectiveness with your clients.

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