Co-operative
Advertising
by Shannan Hearne, SuccessPromotions.com
Advertising
is expensive. As a result, successful
businesses are looking for more and more
ways to save money on their marketing
packages.
Co-operative
advertising is taking on many shapes and
faces. It can be online or offline. It
can be in multi-piece packages or
multi-message single page flyers or fillers.
The
concept of co-operative advertising is not
new. It is a great way to stretch your
advertising dollar and to reach additional
pockets of your target market.
When
multiple people pool their advertising
dollar they can reach more people. Its like
the choice between sending 1000 color
brochures or 10,000 black and white ones.
Your message may be watered down a bit by
the additional material but it also has the
potential to reach so many more people. The
power of co-operative advertising is the
opportunity to reach so many more people.
Every advertiser participating broadcasts
their message to their primary markets. And
your advertising message gets to piggy back
along for the ride.
Speaking
of piggies, one of the most interesting
co-operative advertising efforts, The Mom
Pack, was founded by piggy bank artist Lynn
Korff of KorffOriginals.com.
Lynn has spearheaded a group of work at home
moms who share co-operative advertising
distribution. At MomPack.com
work at home mothers send their samples,
business cards, flyers and fillers to one
another. When each participant ships an
order or attends a craft fair, festival, or
event they hand out packets (MomPacks) of
information from other members.
MomPack
has evolved quite a bit from its beginnings.
The site bosts a membership directory, text
links, contest listings, and resources for
moms who run home based businesses. MomPack
has become a great way for women to network
and co-operatively advertise to people who
already shop from work at home moms.
Shopping
With Women is also a great way for
advertisers to co-operatively get your
marketing message in front of targeted
groups of people. When someone needs a
booklet to distribute at their event, they
request it from ShoppingWithWomen.com
and then advertisers purchase spots in the
upcoming booklet. These booklets are
going to specific groups, organizations, and
locations so that they offer advertisers
inexpensive yet targeted advertising
opportunities.
Shopping
With Women is unique in that its advertising
opportunities are ever changing.
Bookmark their upcoming events page and
check back often for ways that you can reach
very targeted markets in a co-operative
advertising venue.
Another
brand new advertising co-operative, and
really neat women's group is located online
at MyWoman2Woman.com.
These ladies are producing joint mailings
and catalogs that you can participate in.
There
are also many ways that you can develop your
own co-operative advertising efforts.
If you
participate in home party sales, you might
wish to coordinate with several other people
representing different home party plan
companies. You could each supply a few items
to be used in your own show displays and
keep business cards handy for any guests who
are interested in your co-op's products.
You know that your samples will be seen by
people who already attend, host, and shop at
home parties.
You
might want to get co-ops together for booths
at craft fairs, business opportunity
seminars, or demonstration meetings. You can
share the cost of the booth and share the
leads obtained. This is especially
helpful with multiple day events as no one
has to man the event around the clock.
With multi day events, you can even put
together a co-op of people representing the
same company.
Another
co-operative advertising effort that has
grown steadily over the years is the
WAHMfest events. These are held
nationwide throughout the year and target
women who are considering starting a work at
home business. Visit them online at WAHMfest.org.
You can participate in currently scheduled
events or sign up to host an event of your
own. This is an especially effective
co-op because many people are participating
who reach varied segments of a geographic
population. Since all participants help to
promote the event, you are likely to reach
people you would not otherwise come into
contact with in your own hometown.
A finaly
way that I would like to suggest
co-operative advertising initiatives isn't
really my idea at all. It is a part of the
efforts of Shopping With Women. But
the concept can be spun and utilized in many
different venues.
Have
15-30 people come together and print tote
bags, book bags, shopping bags, or even
three ring binders for a specific event or
venue. Examples could be Christmas
Shows or Festivals, Church Sponsored Events,
Training Seminars, Open Houses, etc.
Each participant pays the same amount
towards the printing of the bag or binder.
Ads are printed on the final product for
each participant. Then the bags or binders
are given away for free at the open house,
show, party, or farmers market. These are
just sample ideas. But it is a great way to
be sure that event attendees take home
something with your marketing message.
Advertising co-op participants might also
include samples, coupons, flyers, or
business cards in all the printed bags.
Co-operative
advertising is a good way to stretch your
advertising budget and reach more people
with your marketing message. Always be on
the look out for people that you can
participate in advertising co-ops with.
You'll get a bigger bang for your
advertising dollar and continue to build
your network of influence.
Shannan
Hearne is the President and Wizard of SuccessPromotions.com
Marketing Your e-Business Better through
creative marketing and knowledge. Guerrilla
Marketing. One-to-One Marketing.
Relationship Marketing. Your Marketing.
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