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.
Share your ideas and frustrations here. Let’s get a conversation started.
