May 21, 2010 10:39 AM PDT
Paul,
A few years back I helped a local building supply store carve out a sub-brand for its paint department. We referred to the people who staffed it as "the Paintmasters." I wrote the commercials for them to voice, ending each one with this tagline: "We're the Paintmasters and we're here to help...you."
Each :60-second spot contained a piece of useful information, a warning, a time-saving tip, etc. -- usually relevant to the product that was about to be discussed. They received a fair amount of coop from the paint manufactures and related companies (DAP caulk, 3M sandblaster pads, etc.), which helped fund the campaign.
If you're not already doing so, take a "coop inventory" and help the client determine what she has coming to her from the manufacturers and/or distributors, rules for accrual, commercial copy and reimbursement, and you might find a new stream of revenue for both of you. RAB has some great resources to shorten your learning curve and help you identify opportunities.
I'd recommend NOT using canned coop copy; do the extra work to write something that sells your client's business and not just the advertised product. It's relatively easy to get pre-approval for a custom script, and usually well worth the effort.
Incidentally, GBS is working on a series of painting tips to supplement our current home-improvement series. It'll be inexpensive. We'll be glad to let you know when they're ready.
Best,
Rod
