BUILDERmarketingIDEAS

WOW – I can’t believe my ears but I’m hearing that manufacturers are loosening up some of their co-op marketing dollars.

With that in mind – hold on to your wallet when you’re approached by the publisher/consultant/parasite who tells you that they’ll GIVE YOU catalogs/DVDs/tchochkes in return for a list of your subs & suppliers.

Your co-op dollars are YOURS so manage them as wisely as you would any money you had coming to you.

I knew a builder who got 1,000 “free” catalogs…which cost his suppliers $35,000 in advertising costs. The book sucked – it was basically 14 pages of ads with a couple of home beauty shots.

Reasonable design & production for a 16 page glossy catalog?  Under $5,000.

The same holds true for DVDs or other promotional merchandise.

If you don’t want to deal with it, hire an advertising or marketing consultant to manage it for a standard 15% commission to treat it like a media buy. Hire someone who understands home marketing and – if you can – hire local.  A) They’ll have a better feel of what’s working in your area and B) You’ll help support your local economy.