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Sunday, March 4, 2012

Another example of “co-op making us stupid...

Another example of "co-op making us stupid" is limiting our advertising to only those things that are co-op-able. Let's say some co-op money is available for direct mail, but it's only possible to do it twice a year and co-op the money. So all we do is direct mail twice a year and we ignore that our market actually reacts well to direct mail quarterly or more! And we lose sales because we forgot that advertising is about "investing money to make sales"—and not about "investing money to get co-op dollars back from the OEM."
Co-Op Makes Us Stupid! - Automotive Digital Marketing Professional Community
Advertising assistance from the OEMs, commonly referred to across various manufacturers as "co-op" when it is refunded by the OEM, can be a great help to deale…
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