If there’s an area of business that needs a fresh breath of innovation, it’s co-op advertising. Some retailers view it as easy, off-the-shelf ads that leverage a manufacturer’s brand, but don’t go far enough for them. Some don’t even view co-op as marketing, but as cost of goods sold.

But, does co-op do what it was intended to do? Create customers at retail with a brand-aligned message? Does it deliver new leads, more efficient sales? Measurement and accountability?

SA’s co-op advertising specialists have begun to develop a number of strategies to deploy a “co-op plus” model that benefits manufacturer and channel partner . . . and fresh perspective on delivering results.