Reseller Adoption White Paper

Industry estimates indicate that on average, only 50% of the co-op advertising dollars corporations and manufacturers make available to their resellers are actually used. This shocking statistic highlights several underlying problem areas in the co-op advertising ecosystem. The key issues that deflate reseller adoption rates include:

ISSUE #1:  Expense vs. Investment
Most manufactures view their co-op advertising programs as an expense, rather than as an investment in their brands and overall marketing visibility. With this mindset, a middling 50 percent adoption rate seems like no big deal.

ISSUE #2: Goal Misalignment
In an unproductive co-op advertising program, the goals and incentives of the product manufacturer and the reseller do not align.

ISSUE #3: Low Reseller Awareness
Resellers either do not know about the program, or have vague, misguided ideas on how it runs.

ISSUE #4:  Limited Creative Options
Under performing co-op advertising programs are often severely limited by creative restrictions.