Posts Tagged 'co-op advertising'

The Secret Pricing Formula

So we wanted to set our pricing so that it:


  • Wouldn’t be sensitive to the price of the claim
  • Wouldn’t be sensitive to the size of the market
  • Was based on the minimum calculations possible
  • Wouldn’t be based on collections
  • Would be fair to our retail customers and
  • Would be fair to us.


Since co-op claims are a matter of paper handling, the more paper we handled the more we charge – the way we know how much paper we handled is how much the postage costs. If we get a 16-page flyer and bunch of tearsheets and some radio ads, the postage is going to be X. If we just handle a couple of tearsheets, all going to the same manufacturer, the postage is Y.


So what we do is we put all your claims together, put them in envelopes, put stamps on them and get a total postage cost.


Then – drum roll – we send a bill for 7 times that amount.


The price is based on our cost for the postage to mail everything out. Doesn’t matter what market you’re in, doesn’t matter what the claim is worth.


That includes the postage, all your reports, all the claims; the complete deal for the month.


So a store in Albany with a television ad is paying the same as a guy in Amarillo with a radio schedule.


So if you have a big month for claims, we aren’t stuck behind some flat fee and if we have a small month, you aren’t.


Brilliant. And it works




We have a local, Massachusetts customer who seems to delight in advertising products that even we’ve never heard of. Impressive, considering we’ve generated the mother of all hardware/millwork/bag goods/tools databases over the past 25 or so years and we’ve heard of all kinds of products.

Well, this time we chugged through their 8-page circular, found 37 good, current claims and they are ALL in our database. We don’t have to Google anything, SRDS anything, call around or visit the library to borrow their Thomas Register to find any of their products this month!

It’s like hitting grand slam when someone’s co-op claims go that smoothly.

Now, if we can just keep our photocopier running…


Well, it was a busy year for shooting out co-op claims and we started doing shows, again. We were at Standard Hardware over the summer.

In a couple of days I’ll see what the totals for the year were and try to get some stuff posted.

File Claims for Everything!

File claims for everything. We joke about filing claims for geraniums and crushed gravel; but we really have done it. You never know who is going to send you a check, whether they have an actual written plan or not, whether they’re in a co-op directory or not. (We got one of our stores $25 from a manufacturer that probably had never even had a claim filed with them before.) Even if there is no plan or reimbursement, it could well move you to the front of the line for scarce product or some other favorable treatment. And $25 may not sound like a lot but if you put it in the context of, say, a couple of quarts of Ben and Jerry’s and a 6-pack of Sam Adams it starts to make sense. And if you hit a couple of those a month it adds up over the course of a year.

It’s your money. Don’t just leave it there!

For the record, Co-op Cash Back Systems prepares and files claims for you. Call 508 643 1000 to see how to get set up.

Measure ALL your print ads

We measure all the ads horizontally, write down the numbers and go back and measure all the ads vertically. That way we have measurements for all the ads. If we missed one going one way, chances are we’ll catch it going the other and can be sure it gets claimed.

If you measure horizontally Products 1, 2, 3, 5, 6 and 7. Vertically you measure all the ads and realize that you missed Product 4.

Goes to our Ruthless Aggression model of filing claims for people and an attitude you should take, too, if you’re in charge of filing co-op ad claims.

If you don’t want to do it yourself, call Co-op Cash Back Systems or hit

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