ACB’s Study Reveals Manufacturers Reacted Quickly to Implement New Co-op Advertising Strategies

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The Advertising Checking Bureau, Inc.’s (ACB) internal study found that manufacturers adjusted quickly to support their partners with local marketing Co-op advertising support in the face of the major challenges presented by the significant economic changes taking place with the onset of the COVID-19 health crisis.

ACB Co-op Advertising Program Insights

Recent strategies focused on making Co-op advertising guidelines more flexible and easier to use throughout all major elements of the Co-op program structure.

ACB’s research included over 100 U.S. Co-op Advertising Programs offered by leading Manufacturers across all major retail channel segments. The study found that brands rapidly adjusted Co-op Program tactics to ease restrictions and offer additional funding to help their retail and channel partners navigate through these unprecedented times.

“Co-op advertising and local channel marketing activities have evolved over the years, with manufacturers deploying a combination of advertising and promotional activities that support their brands and local retailers selling their brands. One objective that has remained constant is the importance manufacturers value in supporting their channel partners during times of economic uncertainty”- John Portelli, Sr. Vice President, The Advertising Checking Bureau, Inc.

Recent strategies focused on making Co-op advertising guidelines more flexible and easier to use throughout all major elements of the Co-op program structure. Specific tactics include new and creative marketing activities and expenses not previously included in traditional Co-op programs, as well as launching special digital campaigns in April and May using special start-up funds for additional financial support. Some manufacturers implementing these strategies in April have seen an increase in Co-op spending of 30% over same time last year.

Manufacturers have remained hyper-focused on the importance of Co-op advertising to ensure their brands, as well as their important channel partners, continue to connect with their consumers in a positive way. Those that do this best should emerge the strongest when the economy recovers.

A complete copy of Co-op Advertising Program strategies and recommendations from ACB experts is available and can be downloaded now.

ACB remains uniquely qualified to address the Marketing Services needs of brands, manufacturers, service providers and their advertising agencies. For more information on ACB services covering Co-op Advertising and Compliance Program Administration, Competitive Ad Tracking, Rebates and Sales Incentive services, please visit acbcoop.com or contact us at sales@acbcoop.com.

ACB is headquartered in New York City with client service offices in Memphis, TN and Tempe, AZ. For additional information, Contact ACB.

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Russell E. Mann
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