CHECKLIST: 5 STEPS TO INTEGRATING DIGITAL INTO YOUR CO-OP PROGRAM
STEP 1: ANALYZE THE VEHICLES- Take time to consider and select from the array of available
digital options:
• display
• search
• websites
STEP 2: CONTROL THE EXECUTION - Ensure you can precisely execute your chosen efforts. This
is especially important when working with mediums that are auction-based, have legal implications, or are especially technical, such as:
• search
• websites
• mobile
• local search registration
- Strive to incorporate an educational element for other mediums:
• display
• daily deals
• social
STEP 3: INTEGRATE TRACKING & ANALYSIS- Offer a streamlined reporting dashboard that includes both
digital and phone-involved efforts and provides fundamental information to both the local marketer and the national brand.
- Carefully identify what metrics should be highlighted for complete insight, such as:
• clicks
• inbound phone leads
• phone conversions
• phone revenue
- Ensure that these metrics and their significance are fully understood across your organization.
- Understand who owns website and landing page analytics
- Make sure these can be included in reporting.
STEP 4: SIMPLIFY THE PROCESS • Make adoption simple by providing a single location/login/
password for all digital (and ideally traditional) activities.
• Integrate all creative and financial components of your co-op program.
• Provide and carefully emphasize subscription-based activities.
STEP 5: DRIVE ADOPTION• Encourage widespread adoption by executing early with a
carefully selected pilot group of influential local marketers.
• Modify reimbursement percentages based on marketing strategy and adoption levels.
• Actively promote your recommended co-op initiatives in all corporate communications to resellers.
• Engage your sales force early and often for adequate support.
• Incentivize your execution vendor to drive adoption on your behalf.
• Remember that executive-level buy-in is critically important, especially at live events.
866-446-9914 balihoo.com @balihoo
• online conversions
• online revenue
• total conversions
• total revenue
• mobile
• daily deals
• social
• local search registration
To learn more about Co-op Marketing success, visit The Co-op Tool Kit:http://info.balihoo.com/CoopMarketingToolkit