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Co-op vs referral networking, is something to consider. There are many applications of both but referral networking is building the rapport between the non-competing businesses to refer prospects to one another. Co-op advertising should take into account the demographics of the target market. Many of the best Co-op arrangements are competing businesses; an example is the "Auto Mall" concept; locating competing dealerships together and having common sale events co-op'd to the benefit of all.

Start your co-op thoughts by deciding who you are trying to reach and talk to a few of the businesses to see if there is a common target. I hate assuming but if you are trying to use more expensive advertising i.e. media campaign than you want to do on your own then the media rep may be a great source to help set up the arrangements. If you approach a media rep or ad agency with the idea and the fact that you've already recruited 2-3 others I would think they would jump at the opportunity. I know I would.

Hope this helps

mch423,

We publish Red Book Savings booklet that fearture only local merchants, each edition is hand deliver to 10,000 local homes directly to their front doors,
is a fraction of the price cost of bulk mail, is perfect for business with a small advertising budget, Red Book Savings is deliver six time a year and is great for any business that offers a product or a service.

If you interested in publishing Red Book Savings in your town you can reach me at dclopez@dclgraphics.com

David C. Lopez
www.dclgraphics.com

Have you considered providing cupons/certs etc and providing earned points when purchases are made form active merchants? Remember to old Green Stamp book days?