Communication is key when it comes to channel marketing.
The way companies communicate their co-op programs to local affiliates determines how much participation, and ultimatley, fund utilization their channel marketing program will achieve.Think about this: 49 percent of the 2,139 local affiliates surveyed in this year’s State of Local Marketing Report conveyed that half of their marketing budget comes from co-op funding. Knowing how to earn and spend those funds is critical to their success, and yours.
So, how do you ensure communication with your co-op participants is effective?
1.) Keep it Current
Communicate important information (training sessions, earnings and expiration dates, new marketing materials, etc.) in advance, allowing enough time for local affiliates to act within your timeline.
2.) Keep it Consistent
Communicate changes in guidelines and processes. Consider a general program newsletter or email blast that has a regular cadence.
3.) Keep it Valuable
Communicate what you have learned about your program’s successes and limitations regularly. This kind of transparency naturally develops and fosters strategy from top to bottom.
For a more in-depth look at the three considerations including mini case studies, expert tips and additional SOLMR data, download the full whitepaper below.
What are some ways you communicate co-op with your local affiliates? What works and what doesn’t? Let us know in the comments below!