Ron Goch
The Telios Group
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Co-Op Advertising
November 17th 2006
I don’t believe sports teams, or businesses in general, do enough co-op advertising.
I recently picked up my dry cleaning and noticed a pizza coupon offer stapled to the dry cleaner’s receipt – a neat idea by both the cleaners and the pizza company.
The pizza business is in the same area near the dry cleaners, so my guess is the pizza business is likely taping a coupon from the dry cleaners on its pizza boxes. This is a great strategy for each of these businesses to reach people they normally would not be able to reach through traditional advertising, and the only cost for each business is the printing of the coupons.
Sports teams could execute the same strategy with its corporate partners, including dry cleaners and pizza companies.
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Ron Goch, The Telios Group
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