Yesterday my roommate came home, excited to show me his company’s new marketing materials. “Look!” he exclaimed, waving slick, full-color brochures and thick catalogs in my face. “They even have my name imprinted on them!”
My roommate, a wholesale supplier salesman, had tapped into a little-known free marketing tool for entrepreneurs who sell products manufactured elsewhere: coop advertising.
Of course, different companies offer different marketing collateral: the wholesale suppliers my roommate represents number in the hundreds, with some offering completely free, targeted, high-end pieces custom-made for his business, while others provide little or nothing to place in the end customers’ hands. How did he find out which wholesale supplier offered free coop advertising?
Spend a day calling all of your wholesale suppliers. Talk to their marketing or advertising departments and ask whether or not they offer coop advertising materials or free marketing collateral to their retailers, salespeople or clients. Many wholesale suppliers do, and will even print your own company name on their catalogs to assist you with your money making goals.