Co-op Advertising Case Study
IMPACT|SGW Challenge:
To increase a financial service company's agent participation in the co-op advertising
program by 6%.
Situation:
The co-op advertising program generated a consistent 22% level of participation
for better than three years.
The program was run with a 50/50 (Financial Service Company/Agent) cost share for
reimbursement. Participation was predominantly from the same customers. Without
something to lure new people to the program, it would continue to run at status
quo.
IMPACT|SGW Strategy:
Offer a greater cost share split, 60/40, and selected ads at an increased percentage
of reimbursement, 75/25.
Program Tracking/Measurement:
IMPACT|SGW worked with IRIS|SGW and programmed a customized tracking system that measured
all ads paid out at the incentive percentages over the course of the promotion.
Result:
By fine-tuning the existing program with an increase in corporate participation,
agents who thought the original program was cost-prohibitive and did not participate
found the new program rates very appealing. The financial service company recognized
a 31% increase in utilization, and continues to generate an increase in participation.
