Cooperative Advertising Program |
| View the Cooperative Advertising Agreement (PDF Format)
cmi's cooperative advertising program can promote your store and attract new customers. Best of all, we help you stretch your advertising budget, providing you with additional resources to build your business and increase profitability. |
| Getting Started: |
| Helpful Hints: Planning: A little planning can make your advertising more effective. Consider who your audience is, what geographic area you need to reach, and what appeal you should make in your ads (e.g., quality, selection, pricing, etc.). Determine what media will best deliver your message, and most effectively reach your audience. Establish goals and a budget to evaluate if your advertising is delivering the desired results. Newspaper: Newspapers remain the retailer's best medium for their ability to reach most of the population in targeted geographic areas. The printed page gives your message more permanence than broadcast media, and is especially effective in delivering price/item messages. Magazine: Magazines are an excellent media choice if your advertising includes attractive photography and colorful artwork. Magazines have a longer "shelf life" than most other media and are passed along to additional readers who are not included in circulation figures. Radio: Radio is a popular medium because of its ability to deliver your message with high frequency at relatively low cost. An additional benefit of radio is that it allows you to target specific audiences effectively. Television: Television is a good choice if your message requires visual demonstration as it combines sight and sound. With the growth of cable networks, television is now within reach of advertisers with modest budgets. Cable also allows for excellent targeting of audiences that will be most receptive to your message (e.g., programming devoted to home decorating). Direct Mail: Direct mail is the most selective of all media. Potential customers can be targeted by zip code, and even by specific street addresses. Your message reaches them where they are most receptive - at home. Direct mail is an excellent way to deliver special discounts, promote new items, and encourage response with coupons and rebate offers. Internet: If you can capture the e-mail addresses of your customers, e-mail marketing can be an effective way to generate traffic for your store. Also, large media outlets in each market typically have web sites on which you can place banner ads to promote your store. |