Co-op Advertising: A Win/Win Proposition
Co-operative advertising allows co-operatives to tap into the marketing and promotional power of the whole industry rather than just their individual business. It gives co-op suppliers, distributors, retailers and members a chance to work together on developing effective marketing campaigns for all to use. Co-op advertising is not a one way street however. Many people don’t know that it can also help increase retailer sales by increasing public awareness of where items are sold as well as what they offer.
The idea behind co-operative advertising is simple: All co-operatives should be working together to get their messages across instead of competing with each other over limited resources. The result is higher returns on ad campaigns and savings for the participating co-operatives.
In Canada, one of the most successful co-operative advertising programs is ‘The Co-op Advantage’. This national campaign was developed by a group of Ontario Co-operatives and promoted through conventional advertising and media outreach, as well as via many forms of social media including Facebook and Twitter. The Association of Canadian Credit Unions has recently adopted this program to promote their members to consumers.
The success of a co-operative advertising campaign really depends on the industry that it is targeting. For example, with ‘The Co-op Advantage’, campaigns were developed for both retail and supplier co-operatives:
Many retailer co-operatives already work together as part of a national buying group. With these groups the power of co-operative advertising comes from the sharing of information through the group. This can include campaigns and messaging done by one member and then shared throughout the group. Sharing is also something that customers are happy to see, as it shows that the industry and their favourite retailer is working together for their benefit.
Supplier co-operatives also use this type of campaign by sharing common industry facing messages. This can include using common advertising, events and outreach. For example, many produce growers belong to a single association or industry group. With them a campaign can be developed that is then used by all the members at once through all of the growers associations, media and events.
A less often used form of co-operative advertising is when individual co-operatives develop campaigns that are still integrated into the whole industry but not necessarily promoting specific products or retailers in their area. Examples of this include national product promotions like ‘Buy Local’, ‘Buy Canadian’ and ‘Quality Assurance Certified’ campaigns done by local Co-ops across Canada. They can also include the use of an industry logo or symbol, such as the ‘Fair Trade Mark’ done by some Co-ops across Canada.
Another important form of co-operative advertising relies on social media. Co-op members are very active on these mediums, especially when they have a shared interest or project that they are all working on. By combining their efforts through this medium, it allows them to create one large ‘media outlet’ for their message and save money in the process. In addition to this, many of these social media campaigns can be used to get the message out about retailers who may not have a strong presence in social media channels like Facebook and Twitter.
Co-operative advertising can be used on both a national, regional or local level. This flexibility allows for the development of campaigns that are effective to your specific needs and personal target markets. You can also develop a campaign that is as simple or as complex as you need it to be. The Co-op Advantage has been successfully implemented in industries from automotive, finance and insurance to construction, grain and livestock processing, food and beverage products and many others.
Co-operative advertising is not a one way street however; many people don’t know that it can also help increase retailer sales by increasing public awareness of where items are sold as well as what they offer. One thing to keep in mind is that products sold through co-op outlets are usually discounted or lower priced than those sold at other retailers. This has a major impact on the perception of both retailer and product. For example, merchandise sold through food co-ops is often perceived as being healthier or more wholesome, as well as having higher quality ingredients than those offered at other retail outlets. Another factor that affects public perception is how well known a particular Co-op is. Popular Co-ops are known for offering high quality service and many of the products they sell are very recognizable by consumers.
In addition to public perception, Co-ops offer a unique experience to their consumers. Consumer surveys have shown that members of retail co-operatives value the fact that they can buy local and often do so out of a sense of social responsibility. They also value the ability to get advice and assistance from their Co-op staff. This customer service is increasingly rare in large corporations which makes Co-ops the preferred choice for many consumers. The fact that most Co-ops offer non-profit prices and a variety of events, promotions and services outside what is available at conventional stores completes their appeal as an alternative shopping option for consumers and makes them more likely to try it out.
If you are interested in learning more about how your Co-op can use advertising to its greatest advantage, contact D. Barkley Consulting for a free consultation on any of the above discussed aspects of co-operative marketing or any other aspect of its marketing strategy. You can get further information here .
About the Author
D. Barkley is a California Certified Public Accountant who has assisted Co-ops since 1996. His advice on co-operative finance and accounting, as well as advertising, is often sought by his community chapters and national counterparts. For more information about co-operative marketing, contact D. Barkley Consulting at 707-543-1624 or visit the company’s website .
Other Co-op Solutions posts from this author:
(Photo credit: http://25.media.tumblr.com/tumblr_m1kf1scHRQ1qzg9eo1_500.gif )
This article was originally published in DBA: The magazine for business co-operatives and is republished with permission from MCC Canada . Photo by Flickr user buddyanderson3 (CC 2.0).
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Tags: advertising, co-operative marketing, co-op advertising, co-op Advantage, co-operative advertising, co-operatives and advertising, local food marketing campaign, MCC Canada, Social media campaign in Ontario’s dairy industry
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About the Author Welcome to the Co-op Solutions blog! As a former MCC employee I have a passion for business development and education. Here we will explore business topics in depth and provide you with information on products and services you can use to become more successful. Enjoy! Daniel is a Canadian living in Thailand.
Conclusion
To hit the nail on the head, Co-ops are becoming more and more a part of our society and society must change to accept that - because they are a great way to make sure that you get your food, your products and services in a clean way. I can’t think of any alternatives as good as them which is why we need to know more about them and promote better co-operative education in our schools.
If you have any questions about this post or about the Co-op Advantage please contact D. Barkley Consulting for a free consultation on any aspect of advertising or marketing your co-op or membership services. You can call us at 707-543-1624.