According to BIA/Kelsey’s Local Commerce Monitor™ survey of small and medium businesses (SMBs), 18.4% of the SMBs in the survey report using co-op advertising funds. Of these, 45.2% are franchisees or licensees of larger national companies — most owning between one and five locations. In our survey we also ask respondents (co-op fund using franchisees) for the top 3 items that the franchisees want in terms of support from their franchisor or brand. While easier access to co-op funds ranked top overall, leads information (customers and prospects) had the largest percentage of first place votes.
A new LCM report on SMBs That Use Co-Op Advertising will be released to our Advisory Services clients on Thursday (July 28) and will be available for purchase in our eStore.
BIA/Kelsey’s LCM, Wave 19 reports can be purchased a la carte in the BIA/Kelsey eStore. Our LCM reports look at where particular SMBs (broken out by size, vertical, etc.) spend the most, as well as the top channels for advertising and marketing.