Post on 20-Mar-2017
Co-Op Breakout SessionTuesday, Feb 28, 2017
Welcome & Introductions
Objective
An INTERACTIVE discussion about HOW TO leverage Co-Op to drive revenue & margin GROWTH,
and win new customers.
Agenda
• A Few Contextual slides
• LSA Co-Op Process Guide
• Discussion & Q&A
The Opportunity?
$40-$50B Budget
est. Co-Op Budget from Brands
70% Digital
% of Brands Now Reimbursing For Digital
Ad Products
40% Unusedest. Unclaimed Ad
Budgets
60% NOT Digital
% Co-Op Still Allocated to Traditional Media
Brands Need Help!SMBs Need Help!
Understanding Local MarketingShifting Budgets To Digital
Co-Op- The Untapped Opportunity
What Do We All Want?
• Revenue (& margin) Growth strategies• Especially Digital• Preferably blended with traditional media
• Competitive advantage & differentiation
• Sticky products & services
• Expanded capabilities
• Contained/managed costs
The Challenge?
4 Critical Barriers To Success
• Complexity• Processes, programs, lack of standards
• Competency & Capabilities
• Capacity
• Cost
Co-Op Challenge- Complexity, Competency, Time/Effort, Cost to Scale
Digital Media Company/Digital Reseller Processes
Brand/Manufacturer Local Marketing Processes
Marketing
Fulfillment/Operations Billing/Accounting
ServiceSalesSales Ops
AccountingCompliance & ApprovalCo-Op Mgmt.Marketing
3rd Party Service Providers
Seller-side complexity- up to 6 functional organization and 10-20 Brand touch points
Brand complexity- unique program, 10-20 dealer touch points, 3rd Party Providers
The Solution
LSA Co-Op Business Process Outsourcing (BPO)- People, Process Data & Platform
Digital Media Company/Digital Reseller Processes
Brand/Manufacturer Local Marketing Processes
Revenue & Customer Strategy & Planning
Sales & Marketing Support
Claims, Admin & Accounting
Support
Ad Ops & Fulfillment Support
Marketing
Fulfillment/Operations Billing/Accounting
ServiceSalesSales Ops
AccountingCompliance & ApprovalCo-Op Mgmt.Marketing
3rd Party Service Providers
Service Bureau People, Processes & Platform
LSA Recas Platform & Database(2200 Brand Programs)
LSA Co-Op BPO Playbook-4 Strategic Processes
Marketing
Fulfillment/Operations Billing/Accounting
ServiceSalesSales Ops
Digital Media Company/Digital Reseller Process
Revenue & Customer Strategy & Planning
Sales & Marketing SupportClaims, Admin &
Accounting SupportAd Ops & Fulfillment
Support
1 2 3 4
Joint Strategy, Goals & Plans for Co-Op Success
Enable Sales & Account Teams
Ensure Approvals & Compliance
Support Claim s& Prove Value-add
• Market and Account level Co-Op research & analysis
• Ad Products mapped to Brand Programs
• Offers/Campaigns• Pre-Approval• Leads & Lead Supplement• Sales enablement
• Fulfillment process mapping
• Compliance criteria• Compliance controls
• Claims package production• Direct claiming option• Program Accounting &
support
Service Bureau Account Management Structure
Account Mgmt. Team
Additional Support & Fulfillment Services
Fulfillment Center Delivery Teams
LSA/Recas Manufacturer & BrandProgram Database
LSA/Recas Application
Service Bureau Delivery Processes
Revenue & Customer Strategy & Planning
Sales & Marketing SupportClaims, Admin & Accounting
SupportAd Ops & Fulfillment Support
1 2 3 4
Lead Gen & Sales
Approvals & Compliance
Claims Processing
Client Support &
Admin
Brand Management
Tech & Systems
Account Management(Client facing)
Delivery Management(Internal)
Tech & Integration
Education & TrainingConsulting ServicesCreative Services
People
Platforms
Processes
Client Dedicated Team
Shared Services Teams-“Fulfillment Centers”
Ad Hoc, As Needed Services
Systems & DB To Drive Scale & Efficiency
LSA Co-Op BPO Value Proposition
• We bring the people, processes, data & infrastructure to support Co-Op
• Behind the scenes, supporting you
• We align our incentives & compensationwith your success
LSA Co-Op & BPO Qualifications
• 20+ years operational & platform outsourcing experience
• 20+ years Co-Op sales & processing experience
• Success within all Co-Op media types
• Relationships across the entire Co-Op value chain• Manufacturers, wholesalers/distributors, Agency & Media
• Trusted & independent intermediary
• Leading Co-Op DB & platform- +8,000 brands, +2,200
manufacturers
Your Co-Op Business Partner & Outsourced Service Provider
(The benefits of Co-Op without the investment)