Posts Tagged ‘co-op advertising’

Franchisors Assert Significant Control Over Local Online Branding, but Also Provide Significant Funding

Friday, August 30, 2013

BIA/Kelsey hosted an informative webinar on August 21, 2013 highlighting results from its Local Commerce Monitor (LCM) study of 600 SMBs.  There were two enlightening points regarding franchise accounts:

  • On average, a franchisor pays 43% of a franchisee’s local online presence costs.
  • 51% of franchisees say their franchisors are “highly involved” in the social media presence of their local businesses.

Here are the slides from the presentation:

BIA/Kelsey’s Local Commerce Monitor Slide 1

BIA/Kelsey’s Local Commerce Monitor Slide 2 Source: BIA/Kelsey’s Local Commerce Monitor (LCM – Wave 17), Q3 2013. www.biakelsey.com

Warren Kay, BIA/Kelsey’s new executive in residence, said, “Franchisors made a mistake in the early days by letting franchisees create a presence that sometimes competed with the corporate entity. Franchisors probably won’t allow individual locations to drive their brand message through social media. And, that’s good.”

In the past decade, there has been a decline in corporate support/funding for dealer/franchise yellow pages and local search programs. But this new information indicates corporations are willing to share in the cost of a franchisee’s local online presence, presenting a renewed opportunity for co-op funding. LSA’s co-op service bureau can be a great resource to agencies and publishers. For more information, contact Local Search Association’s Val Onyski by phone at 248-244-0731 or via email at val.onyski@localsearchassociation.org.

BIA/Kelsey will present more findings from Local Commerce Monitor Wave 17 at the September 11-13, 2013 Leading in Local: SMB Digital Marketing Conference at the Hilton, Austin, TX. For more information, click here.

Register Today for the IAB and Local Search Association’s Local Committee Meeting

Thursday, August 30, 2012

Please join us for the next Local Committee Meeting on September 5, 2012 from 3:30-5:30pm ET at IAB’s New York office (116 East 27th Street, 7th Floor). A small networking event will follow from 5:30-6:30 pm.

At the event, IAB and the Local Search Association will release a whitepaper on the Co-Op opportunity for digital advertisers, created by the Altimeter Group and commissioned by our organizations. We’ll discuss the state of Co-Op advertising in digital as well as learn about the process of tapping into Co-Op dollars.

While in-person and remote options will be available for the meeting, we encourage those who can to attend in person! To RSVP for the committee meeting, please register here.

Local Search Association Co-op Products: All Media Welcome

Monday, April 23, 2012

The following post is from Val Onyski, director of operations at the Local Search Association.

I know that many sales reps are aware of co-op, but they may not be familiar with the products available to help them through the Local Search Association.  Or, they may know the Association has these products, but are not familiar with how to use them.

Traditionally, the Local Search Association  produced a Co-Op Advertising Programs Handbook twice a year that contained co-op programs for about 800 brands.

Today, the Association still offers the printed handbook – some reps just love keeping the book in their car! – but also offers the data via Co-Op Online and a corresponding mobile/iPad application. And both the online and mobile/iPad app have over 1,800 product brands listed!

While some in our industry may think that usage of co-op programs is diminishing – it’s actually growing.  The Association is now gathering data for co-op programs that offer Internet Yellow Pages advertising, mobile advertising, and direct mail, among other offerings.

The Association also offers members free classes about how to best utilize our online and mobile co-op products so that they can find what they want, when they want it – fast!  Contact Judy Tepel today to find out more about our co-op products and to learn how to use them at 248-244-6208 or judy.tepel@localsearchassociation.org.