The suppliers of many of the products that you sell most likely have available advertising funds that they’re happy to provide you — if you follow their sometimes convoluted rules and go to the trouble to ask for it.
For example, I have one client who told me that, in his first ten years in business, he never applied for co-op advertising funds because he didn’t know they existed. Not a single manufacturer from whom he was buying merchandise had bothered to tell him they had co-op funds available to augment his very limited ad budget. So what’s the moral to this story? If you want co-op funds, you have to ask!
Look at all the brands you’re selling, read every factory invoice, calculate what you’re spending with each of your suppliers, and go after them for ad bucks. Chances are, at least some of the companies who supply you with inventory have co-op or vendor dollars available. This Finding Out Which of Your Suppliers Have Co-Op Funds Available section helps you get the co-op ball rolling.
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