What Is Co-Op Advertising?

Co-op advertising may be something that you have heard of before, but you may not actually understand what it is. Once you can fully grasp what this type of marketing and advertising strategy is, you can use it to get the services you need for your business for free.

What is Co-Op Advertising?

In the past, co-op advertising was essentially when a manufacturer underwrote the entire cost of an advertising campaign for a retailer or wholesaler, as long as their products were prominently featured. How can this be helpful to you, the small business owner or entrepreneur, today? Instead of operating on the old model of co-op advertising, you can use a new version that is highly effective and can lead to you getting your advertising for free.

Co-op advertising today operates on the same basic principle, cutting costs on advertising while targeting an audience for two different entities. This type of advertising in the past targeted the consumer that wanted a specific product and influenced them to go to a specific store. Today, you can use the similar model in a different way.

The New Model of Co-Op Advertising

In the new model of co-op advertising, an individual, independent contractor, company, organization or business will completely plan, organize, assemble and produce advertising, marketing and promotions for one or more promotion partners. In essence, one leader will carry out an entire marketing advertising and promotions plan using various vehicles, for promotion partners that they have found who will underwrite the entire amount of costs involved. The organizer must seek out the promotion partners and present the opportunity in an effective way to the possible partners, leading to an opportunity in which all of the costs are paid for. This leaves the organizer to enjoy the benefits of the promotion absolutely free.

Why would the promotion partners want to cover all of the costs of the campaigns, while the organizer also reaps the benefits without having to pay any money at all? Because the organizer is doing all of the work. In essence, the cost of the labor and planning of the organizer is paid for with free advertising.

How Free Advertising, Marketing and Promotions Work

The organizer is the central part of the co-op advertising model. The main goals of the organizer are to:

Identify and effectively present to possible promotion partners
Plan an advertising campaign that works correctly for all partners
Assemble all of the ads
Produce marketing and advertising materials
Design and implement a distribution strategy
Carry out the advertising and marketing plans effectively
The organizer will provide all of the above and in turn, the promotion partners will cover the underwriting costs of the campaign. This is a win-win-win situation for all parties, enabling the organizer and the promotion partners to get what they want, which is quality advertising at an affordable cost.

Hiring An Auction Company

Estimating your assets value:

Typically, one of the first questions a business owner will ask me is, “how much will the assets bring at an auction”. After taking the time to review the assets, the auctioneer should give the client a conservative estimate of the sale based upon his experience and the current market trends. It is important that the company give realistic expectations so the seller can make informed decisions based on their best interest.

Compensation and Expenses:

Is the company you are considering working for you or against you? The agreement you decide may determine this.

A business owner should carefully consider how the auction company is compensated. The most common commission structures include: straight commission, outright purchase of assets, guaranteed base with a split above to both auctioneer and seller, guaranteed base with anything above going to auctioneer or a flat fee structure.

In a straight commission structure, the company is paid an agreed upon percentage of the total sale.

In an outright purchase agreement, the auctioneer simply becomes your end buyer. The company purchases your assets and relocates them. While this can be an option in some unique situations, keep in mind that they will want to purchase your assets at a very reduced price to make a profit at a later date.

In a minimum base guarantee, the auction company guarantees the seller that the auction will generate a minimum amount of sales. Anything above that amount either goes to the auction company or split with the seller. While a seller might feel more comfortable doing an auction knowing that he is guaranteed a minimum amount for his sale, keep in mind that it is the best interest of the auction company to secure a minimum base price as low as possible in order reduce their financial liability to the seller and secure higher compensation for the sale.

In a flat fee structure, the auctioneer agrees to show up for the sale and call the auction. There is no incentive for the auctioneer to get the best prices for your assets. The auction company is compensated regardless of the outcome of your sale.

What is the best option for business owners? In my experience, an agreed upon straight commission structure. This puts the responsibility on the auction company to offer the best outcome for everyone involved. There is an incentive for the auction company to work hard for both parties, set up and run a professional sale, get the highest bid and sell every item on the inventory. Successful auctions translate to a higher bottom line for both the seller and the auction company.

Auction Expenses:

In most auction agreements the expenses to conduct an auction are passed to the seller. If the auction company pays for the expenses, it is simply absorbed in higher commission rates.

All expenses should be agreed upon in advance in a written contract. Typical expenses will include the costs of advertising, labor, legal fees, travel, equipment rentals, security, postage and printing. A reputable auction company will be able to estimate all expenses based upon their experience in previous auctions. An agreement should be actual costs charged as expenses, not an estimated amount.

Advertising is typically the highest cost in conducting an auction. The auction company needs to set up an advertising campaign that will promote the sale to its best advantage and not overspend to simply advertise the auction company.

Once the auction is complete, the auction company should provide a complete breakdown of all expenses to the seller, including copies of receipts within the auction summary report.

Buyer’s Premium:

What is a buyer’s premium? If you attend auctions regularly, you are very familiar with this term. The auction company charges a fee to the buyer when they buy an item at auction.

The buyer’s premium has been around since the 1980′s and is standard auction practice. It was first used by auction houses to help offset costs of running brick and mortar permanent auction facilities. Since then, it has spread to all aspects of the auction industry. It is prominent in online auctions and allows auction companies to cover added expenses incurred from online sales.

It is the responsibility of the auction company to provide clear disclosure of the buyer’s premium to both the buyers and the sellers. Those not familiar with auctions are often taken back by the buyer’s premium. They looked upon it as an under handed way for the auction company to make more money. Reputable auction companies will provide full disclosure within the auction contract, advertisement and bidder registration.

Typically, an auction company will charge online buyers a higher buyer’s premium percentage than those attending an auction in person. Extra fees are incurred with online bidding and are charged accordingly to online buyers. This provides the seller a level playing field for both online buyers and those attending the auction in person. Without the buyer’s premium, there is no way to do this.

Pre-Sales:

We’ve all been there. We’re looking forward to attending an auction only to find that some items were sold prior to the auction date.

As an auctioneer with over thirty-six years of experience, I can honestly state that pre-sales will hurt an auction. When a company decides to liquidate their assets, it is easy to sell off high-end pieces of equipment through online sources, equipment vendors or to other businesses. The seller receives instant cash and avoids paying a commission to an auction company.

Auctioneer’s find themselves appearing to acting in a self-serving capacity when potential clients say they are planning to sell off parts of their inventory prior to an auction. It’s hard not to consider the auctioneer’s commission when they warn you not to pre-sell anything. Yes, the auctioneer wants to earn a commission on those sales but it is more important that the auctioneer protect the sale from potential negative backlash that comes from pre-selling. The buying public knows when an auction has been “cherry picked” prior to the sale and it reflects in their bidding. It becomes a sale of “leftovers” and that impacts prices.

A buyer who purchases prior to the auction usually does not attend the sale. They already bought equipment at a good price with no competition. If they do attend the auction, they tend to let others know of their great pre-sale purchases which again, impacts prices and the overall excitement of the sale.

It is important to understand that auctions work best with a complete inventory. You want competition on your higher end equipment. The easy to sell items make it possible to gain respectable prices for hard to sell items.

When a business owner decides to liquidate their equipment assets, there is only one opportunity to do it right. Hiring a reputable auction company will assist you with a professional, orderly and timely liquidation.

Best Rated Home Base Businesses – Who Do You Believe? Does Such a List Even Exist?

So I decided recently I wanted to write an article on the best rated home base businesses out there. You see, recently I started one myself, and I have to be honest with you, it took a tremendous amount of research and due diligence in order to find something that suited me and fitted into what I was looking for. The internet is a big scary place for your average Joe, and if you want to find a list of the best rated home base businesses online I guarantee you will find not one, but a whole mountain of lists. The only problem with this mountain of list is that they are all different.

What use is that? One article says “X is the best business to start” and in the very next best rated home base businesses article, business “X” doesn’t even feature. I started to realise that I needed to take the information I was getting with a pinch of salt and look at it with a skeptical yet open mind. You see what I wanted was for someone to tell me exactly what I should do, or at least give me a list of the best rated home base businesses. That way I could choose between the top three and I couldn’t fail.

Unfortunately it didn’t and still doesn’t work this way. Firstly most best rated home base businesses lists don’t concur with each other, they are all different. Secondly you need to remember that the biggest asset in your business is you. If you can’t swim there is no way you can run a swimming school. finding the right business is a very personal thing and the process of choosing one which best suits you can be a lengthy process. Choosing based on someone else’s ranking or list is not a wise thing to do.

People that want to work from home all have a few things in common. They want to work for themselves, giving them time to do what they want, when they want. They want to create financial freedom, they want to be at home to spend time with their family, and they want to create passive income for a more secure future. The problem is that when we come across a list of best rated home base businesses they all offer these exact things. What they don’t tell you is what you have to do in order to achieve these goals. People then get stars in their eyes and before they know it they have dived head first into something that just isn’t right for them.

I did exactly that, my first attempt at a home based business was a complete disaster. I was completely star struck. The promise of all that money I would make, the time I would have to spend with my family or doing the things I love, left me giddy. Then reality set in. I needed to sell. What, me, sell? I hated direct selling. Worst of all I had to sell to my family and friends. On top of all that I had no interest whatsoever in the products I was selling. All that my best rated home base businesses list had done was put me in a position I didn’t want to be in and I ended up feeling like a failure. Don’t fall into the same trap as me. In your search for the best rated home base businesses remember that one lid doesn’t fit all pots. Find what is right for you and then commit. I took the time and now have a very successful business.