05/Jan/2010 Evaluating the Benefits of Participating in Multiple Co-Ops

One of the most pressing questions for today's marketers is "How many co-ops should I participate in?" Unfortunately, there is no simple answer-and no single answer. The optimum number differs from marketer to marketer and the number can vary over time for a single marketer. However, a closer examination of the question does show that certain guidelines can help clarify the decision. Ultimately, the decision requires determining the cost versus benefi t for each co-op relationship and whether the benefits from different co-ops overlap.

This white paper discusses potential evaluation criteria marketers can use to determine which co-ops are worth retaining and whether memberships in multiple co-ops are worth the investment. It examines both asurable criteria and qualitative considerations that can help marketers better understand the value of their co-op partnerships.

Download file: Evaluating_the_benefits_of_participation_in_multiple_co-ops.pdf [240.66KB]

05/Jan/2010 Marketing in a Recession

Marketing used to be one of the first casualties of an economic downturn as companies battened down the hatches and hoped for better days. That's no longer an option.

Sophisticated analytics and delivery capabilities are enabling many companies to drive measurably effective data-based marketing programs - and to gain market share - even as they reduce expenses.

The companies that prosper in the storm remain active, data-driven marketers. They vary widely by industry, size and business model but they are alike in three critical ways: They are respectful of their customers, nimble in the marketplace and true to their brands.

Download file: Marketing_in_a_recession.pdf [79.41KB]