When Co-ops Shift Dollars from Traditional to Digital Advertising

Adpearance is proud to be a certified provider for many co-op programs. Over the last decade, we’ve seen a number of trends come and go, but one that sustains is co-op programs shifting dollars out of traditional advertising and into digital advertising. 

When dealerships come to us looking for help maximizing their co-op dollars, we start with their marketing mix and ask a few questions: 

• What tactics are co-op eligible? Do you get reimbursed at different percentages for different channels? 
• Where are your dollars being allocated today? 
• What is your business goal for the tactics you are using today?

Based on the answers that the dealership provides, we can usually help them find a digital tactic to replace the traditional tactic. And while the impetus is often using their co-op dollars more efficiently, dealers typically find they can do more since digital is still so much more affordable than traditional media. 

The major tactics we typically find dealerships looking to replace are: 

• Broadcast TV
• Broadcast Radio
• Print (newspapers, magazines)
• Direct mail
• Out of home (billboards, transit)

To make it easier for dealers to identify replacement tactics, we’ve designed a simple guide that breaks down the major traditional tactics, potential business objectives, and the replacement tactics that work best for each objective.

If it’s helpful, you can check it out here and email it to yourself for easy reference anytime.

Or if you need more help with your specific situation, get in touch. We’re happy to review your marketing mix and produce a free digital analysis with recommendations and competitive insights specific to your market.