This document provides an overview of Doug McCoy's presentation on co-op best practices at DexYP. It discusses DexYP's co-op training process for sales reps, in-canvass support including contests and checkpoints, and co-op processing which involves assigning accounts to analysts who handle prior approvals and claim documentation.

1. The Art & Science of
Localogy
FEBRUARY 25-27, 2019 - DANA POINT, CA

2. Co-op Best Practices & Case Studies
Workshop

3. Doug McCoy, DexYP

4. DOUG MCCOY
CO-OP MANAGER

5. 1. Training
2. In Canvass
3. Co-op Processing
AGENDA
5

6. We give a Co-op presentation during initial
sales training
– What is Co-op
– How Co-op works
– How to get brand information
– How to prepare a call with Co-op
– Who to contact with Co-op questions
TRAINING
6

7. • Provide leads to our Sales Reps
– Revenue accounts previously marked for coop processing
• List the current brand name with brand details
– Revenue accounts NOT previously marked as a coop account
• List the potential brand names and brand details
– Non-Revenue accounts
• List the potential brand names and brand details
• Provide Co-op collateral and success stories
• Provide in-canvass support for refresher Co-op training
IN CANVASS SUPPORT
7

8. • Co-op contest (previous contests)
– March Madness
– Olympics
• Canvass checkpoints
– Resend the leads at the 50% checkpoint
• Co-op analyst support
– Can be reached by phone, email and chatter (IM) for questions on specific accounts or
specific brands
– Provide logo’s
– Provide ad templates
– Help with creating ad programs.
IN CANVASS SUPPORT
8

9. • Two Co-op teams and 1 Co-op specialist
– Three Yellow Page Co-op Analsysts
– Three Digital Analsysts
• Yellow Page Co-op Analyst
– Accounts are assigned to an analyst when closed by sales
– Send for prior approval
• Co-op analyst makes logo changes if needed
• If redo of ad is necessary the sales rep must be involved
– Resend for prior approval if necessary
– Send all claim documentation to client once product publishes
CO-OP PROCESSING
9

10. • Digital Co-op Analyst
– Accounts are assigned to an analyst when closed by sales
– Analysts submit prior approval
– Change advertising to meet manufacturer specifications
– Provide claim documentation for Co-op reimbursements
• Co-op Specialist
– Co-op training to our sales reps
– Creates and maintains all Co-op collateral
– Documents and shares success stories
– Creates and runs Co-op sales contests
– Provides Co-op leads to our sales reps
10

11. The Art & Science of
Localogy
FEBRUARY 25-27, 2019 - DANA POINT, CA

12. Jilly Wright, Valassis

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I N T E L L I G E N T M E D I A D E L I V E R Y
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VALASSIS.COM
I N T E L L I G E N T M E D I A D E L I V E R Y
Co-op
Not something you sell, a way to help you sell more.
Name: Jill Wright
Title: Manager, Co-op/Brand Integration
Email: WrightJ@valassis.com
Date: 2/25/2019

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Agenda
1.
2.
3. Co-op is sales, not admin
Data & Analytics to prove ROI
Lead with client’s needs, not product.
4. You ARE the Expert
L S A 2 0 1 9

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P O P Q U I Z
What is Co-op?
1.
2.
3. Easy programs for retailers that
doesn’t entail a lot of work.
Partnership between a retailer
and a brand to share the cost of
advertising.
Free money for the retailer.

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VALASSIS.COM
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Don’t lead with your greatness
Remember, if your media
products aren’t right for the
customer, it doesn’t matter how
fantastic they are or who you
serve.
Valassis can deliver your
message to over 116 Million
Households in the U.S.
We deliver to over 1Billion
devices.

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VALASSIS.COM
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My team makes my customer’s lives easier.
LSA 2019
Customer’s Primary Obstacles: Too many rules; Too much paperwork; Don’t know what funds are
available; Too little time to evaluate, Program changes too often and – Don’t know if I have co-op.
We overcome 100% of these objections. And then, we sell the value of Valassis.

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WHERE
THEY
GO
KNOW
WHAT THEY
LIKE
WHAT
MEDIA
WORKS
Continually optimize and measure performance. Data & Analytics provides
unprecedented connectivity of data and a deeper understanding - unlocking greater
personalization and ROI.
A good story
makes a
promise that it
will be
worthwhile &
lead you
somewhere
“Half the money I spend on advertising is wasted; the trouble is I don't
know which half.” - John Wanamaker
LSA 2019

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VALASSIS.COM
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Solution Story – Drive Traffic
Category: Home Furnishings & Accessories
About Client
National furniture dealer
Client’s Objective
• Client was facing declining newspaper circulation and fragmented
• broadcast audiences.
• Needed a solution to positively impact store traffic and sales.
Strategy Collaboration
• Performed database analysis of retail trade area identify primary and
secondary neighborhoods
• Designed integrated media campaign strategy which concentrated ad
spend on highest performing neighborhoods and existing customers
• Shared Mail Wrap ad was chosen for its broad reach capabilities followed up
by Targeted Insert monthly
Results
Immediate increase in sales, jumping more than 20% vs. prior year
Frequency was key to campaign’s success; 2x monthly schedule
drove awareness to a broad audience while reaching high
opportunity neighborhoods with targeting inserts
SALES
+20%
“Our success is attributed 100% to the
Valassis Shared Mail program.
-- Retail Furniture Dealer
LSA 2019

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VALASSIS.COM
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Solution Story – Drive Traffic & Increase Sales
Category: Home Improvement Stores
About Client
National grilling manufacturer
Client’s Objective
• Client wants to expand offering to new markets
• Needed a solution to positively impact store traffic and sales.
Strategy Collaboration
• Established two core markets where there were multiple retail locations within
store brand that the manufacturer wanted to target.
• Create a test/control market and implement Valassis Digital campaign for a
duration of one month.
Results
Immediate increase in sales, jumping more than 28% vs. prior year in sales.
Also measured units sold, year over year transaction and more.
SALES
+28%
Units Sold
+51%
LSA 2019

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VALASSIS.COM
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L S A 2 0 1 9
Co-op is not an administrative function. If you
are not dedicating sales resources to this
initiative, you will fail.
• Establish co-op sales quota
• Hire experts
• Remove pay competitiveness
Est. Local Marketing Funds Available
$77B
Key
Statistics
Snapshot
Est. Local Marketing Funds Used
$37B
Sales Potential

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Sales Potential
New Revenue Stream
Use the concept of co-op [both in revenue and ease-of-use] to attract new
advertisers, reestablish relationship with former customers and introduce
new product offerings to existing clients.
Differentiate Yourself
Are your competitors consultants or order takers?
Increase Ad Spend
Incremental dollars to get more media for your existing clients.
More Reasons to Talk to Your Client
There are many promotions, co-op plan details & other seasonal trends
that will allow you to revisit the advertiser throughout the year.

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What does our Co-op Team Provide?
Prospecting Tools & Expertise
 Prospect contact information
 Prospecting emails
 Sample prospecting scripts
 Valassis value proposition
Custom Campaign Brainstorming!
Manufacturer Co-op Plans & Insights
 Full Co-op Plans
 Pre-Approved brand ads
 Access to local dealers
 When the funds accrue & must be used
 Promotional & Industry insights
 Accrual and participation percentages
 Eligible media and which Valassis media qualifies
 Claiming letter/checklist for local retailer
Utilizing a 3rd party expert, LSA, our co-op department
Has access to almost 9,000 co-op plans, promotional
Ideas, dealer locators and contact information.

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You are the Expert
The picture can't be displayed.
Valassis Category Analysis
Valassis Analysis of trends in Furniture Co-op Advertising programs (393
Brands):
• 42% of brands in the home furnishing category offer some level of local
advertising support
o 27 brands offer a formal program
 Three brands use a 3rd party agency to manage their program
 One brand offers a flyer program where dealers are provided
a fixed number of localized sale flyers
 One brand offers an opt-in direct mail program where they pay
for a fixed amount per dealer on a quarterly basis
o Multiple brands offer an incentive marketing program
o 41 brands offer a program but do not release details to non-dealers
o 89 brands offer specially arranged programs
o Six brands are in the process of developing a program
• Accrual amounts range from 1-10% of purchases. Average accrual is 2.8%
• Several brands vary accrual amounts based on:
o Retailer classifications (ex: premier, gold, certified)
o Product line purchased
Valassis Retailer Audit

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Take-Away Points
The picture can't be displayed.
Co-op is not something you sell, it’s a way to help
you sell more.
The old way of doing business has changed, you
need to PROVE value.
If you treat co-op like an admin task, it will be. This
is 100% sales driven. Pay as such and you will be
rewarded.
You know more than you think – share this
knowledge.
1.
2.
3.
4.

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VALASSIS.COM
Thank you
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I N T E L L I G E N T M E D I A D E L I V E R Y

27. The Art & Science of
Localogy
FEBRUARY 25-27, 2019 - DANA POINT, CA

28. Roy Biondi, Courier Communications

29. Co-op…Driving Local Revenue

30. Media Group
Web-sites
Magazines
Direct Mail
Newspapers
Who Are We?

31. Increase Controllable Revenues
TLA’s
SMB’s
Digital
Sales Goals/Expectations

32. Daily Leads
Weekly Co-op Instant Money Makers
Quarterly Reports
Manufacturers/Categories found
Manufacturers/Categories claimed
Multi-Sales Targets

33. Local search maps
Track every lead
Sales calls
Scheduled Appointment
Follow up with Sales Exec
Research/Locate/Track Targets

34. Local Search

35.  Advertising Sales Rep selects Target Accounts
 Schedule an appointment with a targeted account
 Present the co-op opportunity to the advertiser:
FREE SERVICE: Inform the advertiser, that their use of the co-op service is free
IDENTIFY: WE help the advertiser identify all their sources of co-op
with a checklist specific to their retail category
ACCRUAL AMOUNTS: WE help them obtain their accrual funds
AD MATERIALS: WE create manufactured approved ad materials
CLAIMING: WE prepare all claim work assuring the client accruals recieves in cash or
inventory
Multi-Sales Targets

36. Checklist
Authorization Forms
Vendor Numbers
Strategic Planning Session

37. Coordinator/LSA performs accrual research
Create campaign with accrued funds
Present campaign with approved materials
E-Tear Sheets
Client Acquisition

44. Controllable Revenue growth
SMB’s
TLA’s
Digital
Co-op Sales Performance

45. Potential co-op with 10 sales reps
doing 2 targeted co-op audits per month.
10 Sales Reps x 2 targeted Co-op Audits
20 Co-op Audits per month
20 Audits x $4000 (conservative figure)
$80,000 per month co-op sales
$80,000 x 12 months
$960,000
Co-op Potential

46. The Art & Science of
Localogy
FEBRUARY 25-27, 2019 - DANA POINT, CA

47. Suzanne M. Bailey, Los Angeles Times

48. 2019 CO-OP Opportunities

49. OBJECTIVE
Generate market awareness and drive more visitors for special
events
STRATEGY
Leverage Los Angeles Times portfolio of print, digital and co-op
assets to develop a vendor-supported special section
TIMING
2019/2020
PRODUCTS
Vendor Section
Los Angeles Times
Latimes.com
Custom Publishing
Co-Op

50. We offer an exclusive opportunity for Clients to partner with
their vendors to fund custom special sections that are
distributed with the award-winning Los Angeles Times and
published on latimes.com.
Daily Circulation: 417,936
Daily Readership: 1.2 million
Sunday Circulation: 665,738
Sunday Readership: 2,006,463
latimes.com is the #1 local news, information and lifestyle site in the
Los Angeles market.
• 83 million monthly page views
• 29 million monthly unique visitors
The Los Angeles Times Custom
Publishing Group can create a
special section that increases
brand perception and loyalty
for your tourist attraction.

51. 4
Generate awareness with a high-visibility special
supplement that tops the LA Times and reaches millions
of print and online readers.
Distributed to client selected zips
and priced from $25,000. 20% paid
by client & 80% paid by vendors etc.
Print
 High visibility special supplement “topping” the weekday Los Angeles
Times in select zip codes
 Glossy over-run of print version as a keepsake edition for client’s
board of directors, special events, participating vendors etc.
Digital
 Online version and “flip book” version published on latimes.com for 3
months.
 Aggressive promotional campaign on latimes.com directing visitors
to the section.
Vendor Support Sales Package
 We will develop the sales package, which consists of a cover letter,
participation/sign-up agreement and section example .
 Sales calls to client approved vendor list (Builder, sub-contractors,
business partners etc.).

52. THANK YOU

53. The Art & Science of
Localogy
FEBRUARY 25-27, 2019 - DANA POINT, CA

54. Scott Newton, Co>Op Connect

56. New Look! Better Experience!
BEFORE - Recas  AFTER - Co-Op Connect 

58. Co-Op
Database

59. Database
Features over 8,000 co-op brands with new
plans added daily!
 New easier-to-use, cleaner interface
 New predictive search functionality
 Responsive design for use on any device

60. Advanced Search
Features
New & Improved
 Target co-op brands by state
 Easy-to-use category search
 Better functionality and interface

61. Promotions
New co-op promotions added daily!
 Drive new customer acquisition
 Perfect for seasonal client businesses

63. Knowledge Base
Everything you need to sell co-op and help
your clients through the process!
 Co-Op Training Tutorials
 Co-Op Sales & Support Guides
 Other Co-Op Forms & Resources

65. Co-Op Services

66. Training
Our super-specialized team will teach you how
to do co-op!

67. Concierge
We do the co-op for you and
your team!
 Full Service Support
 Obtain Accrual Balances
 Submit Ads for Approval
 Prepare Co-Op Claims

68. Consulting
Discover new opportunities
and insights!
 New Sales Leads and Dealer Lists
 Targeted Analysis and Customer Audits

69. Thank You!
(248) 244-6221
scott@thelsa.org
Scott Newton
Sales Director

70. The Art & Science of
Localogy
FEBRUARY 25-27, 2019 - DANA POINT, CA

71. Co-op Best Practices & Case Studies
Workshop

72. General Session Kick-off
Today at 3:30pm | Dana Ballroom

73. The Art & Science of
Localogy
FEBRUARY 25-27, 2019 - DANA POINT, CA