Communicating Channel Marketing: Three Ways to Maximize Co-op Participation

Jill Wallace Written by: Jill Wallace

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 ultimately, 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.

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