You bet. Construction equipment manufacturers and dealers are sitting on a tremendous opportunity to boost sales with online advertising and email marketing. And the money to do it is sitting in un-used co-op advertising coffers. Instead of embracing technology to find creative ways to promote manufacturers brands at the local level online, many manufacturers are dragging their heels when it comes to reimbursement for pay-per-click ads, banners or e-newsletters.
But the blame can’t be all on the manufacturers. Many dealers have been slow to move online as well. However, manufacturers would appear to be in a better position to leverage expertise across an entire dealer network. Aggressive dealer marketers are currently bearing the full cost of online programs, because it works.
As you will discover from reading “Putting the Cooperation Back into Co-op Brand Marketing,” there’s a lot that manufacturers and dealers could do to improve the results they get from their co-op advertising. They should start by expanding their programs to include online advertising.
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