CHECKLIST: 5 STEPS TO INTEGRATING DIGITAL INTO YOUR CO-OP PROGRAM

STEP 1: ANALYZE THE VEHICLES- Take time to consider and select from the array of available

digital options:

• display

• search

• email

• websites

STEP 2: CONTROL THE EXECUTION - Ensure you can precisely execute your chosen efforts. This

is especially important when working with mediums that are auction-based, have legal implications, or are especially technical, such as:

• search

• email

• websites

• mobile

• local search registration

- Strive to incorporate an educational element for other mediums:

• display

• daily deals

• social

STEP 3: INTEGRATE TRACKING & ANALYSIS- Offer a streamlined reporting dashboard that includes both

digital and phone-involved efforts and provides fundamental information to both the local marketer and the national brand.

- Carefully identify what metrics should be highlighted for complete insight, such as:

• clicks

• inbound phone leads

• phone conversions

• phone revenue

- Ensure that these metrics and their significance are fully understood across your organization.

- Understand who owns website and landing page analytics

- Make sure these can be included in reporting.

STEP 4: SIMPLIFY THE PROCESS • Make adoption simple by providing a single location/login/

password for all digital (and ideally traditional) activities.

• Integrate all creative and financial components of your co-op program.

• Provide and carefully emphasize subscription-based activities.

STEP 5: DRIVE ADOPTION• Encourage widespread adoption by executing early with a

carefully selected pilot group of influential local marketers.

• Modify reimbursement percentages based on marketing strategy and adoption levels.

• Actively promote your recommended co-op initiatives in all corporate communications to resellers.

• Engage your sales force early and often for adequate support.

• Incentivize your execution vendor to drive adoption on your behalf.

• Remember that executive-level buy-in is critically important, especially at live events.

866-446-9914 balihoo.com @balihoo

• online conversions

• online revenue

• total conversions

• total revenue

• mobile

• daily deals

• social

• local search registration

To learn more about Co-op Marketing success, visit The Co-op Tool Kit:http://info.balihoo.com/CoopMarketingToolkit