The Firestone Cooperative Advertising Program

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1 The Firestone Cooperative Advertising Program

2 Contents Introduction... 3 Internet Advertising & E-Communications... 4 Print Advertising... 6 Direct Mail... 9 Yellow Pages...12 Proof of Performance Form...13 Materials Order Form...14 Logo Slick Sheet...15 Firestone Cooperative Advertising Program 2

3 At the heart of every successful business is the ability to establish and build strong relationships with people who are interested in your products and services. As a roofing contractor, the relationships you share with building owners, architects, specifiers and other industry professionals drive your business. How do you create lasting business relationships? More importantly, how can you effectively convert initial contacts into long-term customers who impact your bottom line? Advertising is one of the best ways to start, and the Firestone Cooperative Advertising Program supplies the information and instructions you need to become an effective advertiser. Best of all, as a Master Contractor, Firestone will share 50 percent of your advertising cost.* So, why advertise? Because advertising informs, builds interest and encourages action. It gives potential customers reasons to buy your products and services, and it reinforces the purchase decisions of existing customers. Advertising is an investment in the future of your business and an essential part of your business plan. Think of advertising as an extension of your sales team, continually encouraging customers to use your services. The Firestone Cooperative Advertising Program will help you get started and deliver more bang for your marketing dollars. In the next few pages, Firestone will share with you some of the most effective ways to advertise by reaching new and potential customers through the Internet, print, direct mail, and the Yellow Pages. While there is no single best way to advertise, consider which method will best reach your intended audience. Any advertising not covered in this binder should be approved by the Firestone Marketing Department at for eligibility. However, over the years, Firestone Master Contractors have come up with innovative and unique ways of using their co-op advertising dollars. * Subject to meeting program requirements. Firestone Cooperative Advertising Program 3

4 Internet Advertising & E-Communications Online advertising is a growing trend for many companies looking to promote their products and services on the Internet. An increasing number of people are turning to the Internet as a source of information and news, making online advertising a good place to get noticed and to inform potential customers about your business. Your local newspapers, trade publications or trade associations are good sources to consider for advertising online. This cost-effective method also drives customers to your company Web site. Banner Ads Banner ads notify consumers about your company s products and services and drive the consumer to click on the ad that directly links to your Web site where they can learn more about your business or a special promotion. A banner ad is a proactive and measurable way to attain multiple results such as building a customer database, capturing a mailing list or creating brand recognition. Banner ads are embedded into a selected web page. For example, the ad can be placed on the home page or business section of your local newspaper s Web site. The ad is displayed when that particular web page is clicked on or inserted into your web browser. When the Internet user views the ad, it is called an impression. If the viewer clicks on the actual banner and is directed to your Web site, then it s called a click through. These terms will be useful when placing your banner ad. Advertising Costs Most Web sites exist purely through advertisements by companies such as yours. Once you have chosen the best site to host your banner ad, you ll need to find out the host s click through rate. Typically, the cost is determined based on the average number of viewers that click on your banner ad. The average banner ad size is pixels. Creating Your Banner Ad The online publication you choose will help create your banner ad. Please be sure to promote Firestone Building Products and your business only (no other company may be promoted). To receive reimbursement, the ad must prominently feature the Firestone Building Products logo, the Firestone Shield or the Master Contractor logo. Please contact the Firestone Marketing Department at for eligibility requirements. Firestone Cooperative Advertising Program 4

5 E-Communications If your company hosts a Web site or sends out e- mail blasts or E-newsletters, you may be eligible for maintenance support from Firestone. To receive reimbursement, the E-communication tool should feature: Firestone project profiles, Firestone products, the Firestone Building Products logo, the Firestone Shield or the Master Contractor logo. To request maintenance support for your entire Web site, you may not have a reference to any other company or their logo anywhere on your site. Please make sure a reference to Firestone appears on the first page of E-blasts or E-newsletters. Requests will be honored on an individual basis. Please contact the Firestone Marketing Department at for eligibility requirements. Internet Advertising and E-Communications Co-op Reimbursement Firestone will reimburse you for 50 percent of your advertising space or E-communications (via a credit memo on your account within approximately 60 days) up to your pre-established co-op fund limit. Please supply us with the invoice and a print-out or send us a link to your live Internet ad, along with a completed Firestone Proof of Performance form. Firestone Cooperative Advertising Program 5

6 Print Advertising Nearly every home and many businesses receive newspapers. There are almost 1,500 daily and weekly newspapers in the U.S alone. Readership tends to be high primarily because there is something for everyone business, sports, community news, etc. Add local or regional magazines and local sporting programs to the mix and you have even more ways to reach new and existing customers with your message. Print advertising placing an ad in a newspaper, magazine or program provides the ability to communicate with a large audience on a frequent and cost effective basis. Whether you do business locally, regionally or nationally, focus on placing your company ads in print publications that your customers see and read regularly. Newspaper Ads Your local paper is a great place to start your advertising campaign, simply call the paper and tell them you would like to place a display ad. A newspaper sales rep or staff member can inform you about special sections or promotions that may apply to your business, so be sure to tell them about your company and who you are trying to reach with your ad. Advertising Costs Newspaper advertising is sold by the column inch. To determine the ad size, measure the columns across and the inches down. For example, an ad that is three columns wide and 10 inches long would be a 30-inch ad. However, different advertising classifications may have different rates. A service directory ad, for instance, may be less expensive per column inch than a small ad placed on a regular editorial page. Virtually all newspapers offer discounts for contract advertisers, depending upon the volume of space they commit to over the course of a contract year. A few things to remember: Newspaper circulation generally is highest on Sunday, which is also the day a newspaper typically is read most thoroughly. Position is important, so specify the section you want your ad to appear in. The business or real estate sections are often a good fit for roofing contractors. Sometimes there s a surcharge for exact position, but it s worth it to ensure your company/ad is noticed by the right audience. Frequency can be just as important as ad size. While a large ad can attract more attention, it may be more effective to run smaller ads more frequently. Firestone Cooperative Advertising Program 6

7 Discounts or combination rates for advertising in newspapers delivered twice daily (morning/evening) are often available. Choosing the Right Newspaper Ad We ve supplied you with a few basic Firestone co-op ads in various sizes, so you can choose one that suits your needs. Each ad has an imprint area where you can put your company name, logo and contact information (address, phone, fax, and Web site). The newspaper will set this in type for you. Be sure to tell them to use the typeface Univers to match the ad, or Helvetica Light. Magazine Ads Magazines, particularly those with a specific geographic or business focus, are also excellent vehicles to advertise your business. Many local and regional business associations, Chambers of Commerce, and forprofit companies publish magazines that can be a good alternative or supplement to newspaper advertising. Since most magazines target a specific audience a business, service or industry find out who the publication reaches before you start your ad campaign. Advertising Costs As with newspapers, ad size and circulation determines your cost. A magazine sales rep can probably give you an idea of how many potential customers your ad will reach. Before placing your ad, visit the publication s online version for more information to be sure you are reaching the right people. Most publication Web sites include an Advertising or Media Kit containing all the pertinent information you ll need. A few things to remember: Get a breakdown of readership by target audience for your message to reach potential customers, such as building owners, architects, specifiers and other building professionals. Magazine circulation numbers alone will not determine if the publication is right for you. Instead focus on how many readers fall in your potential customer category to ensure your message has the potential to reach the right people. For example, find out how many readers own buildings or how many architects are located in your service area. Consider focusing on regional publications that are most relevant to your business area. Your ad may get more notice in a publication issue that has a special section on roofing, renovation, building maintenance or new construction. Choosing the Right Magazine Ad Similar to newspaper advertising, we ve created sample ads for you to personalize with your company name. We ve supplied you with a few basic Firestone co-op ads in various sizes, so you can choose one that suits your needs. Each ad has an imprint area where you can put your company name, logo and contact information (address, phone, fax, and Web site). The newspaper will set this in type for you, so tell them to use the typeface Univers to match the ad, or Helvetica Light. Creating Your Own Print Ad As part of the Firestone Co-op Program, you can create your own ads. If you choose this option, please be sure to promote Firestone Building Products and your business only (no other company may be promoted). To receive reimbursement, the ad must prominently feature the Firestone Building Products logo, the Firestone Firestone Cooperative Advertising Program 7

8 Shield or the Master Contractor logo. Contact the Firestone Marketing Department at if you have questions. Print Ad Co-op Reimbursement Firestone will reimburse you for 50 percent of your advertising space costs (via a credit memo on your account within approximately 60 days) up to your pre-established co-op fund limit. Just supply us with a tear sheet (a page of the publication bearing your ad) and the publisher s invoice, along with a completed Firestone Proof of Performance form. Firestone Cooperative Advertising Program 8

9 Direct Mail Direct mail is a simple and important part of any marketing program. Done effectively, it can help you drive sales and enhance your company image. With direct mail, you have full control over exactly who receives your message and when. Direct mail offers a creative format that is virtually limited only by your imagination and budget. Two common methods are the classic business letter and the self-mailer (like the sample we ve created for you). As with any form of advertising, the right person has to receive your message for it to be successful. Whether your mailer consists of a letter, flier, brochure or other communication tool, the most important aspect of any direct mail campaign is your mailing list. Creating a Good Mailing List There are many resources available to customize a mailing list that s right for you. Your customer and prospect files are a great place to start. A past customer may be ready for new work or can refer you to someone else. To supplement your own list or assemble a new one, consider the following resources available at your local library or online: Industrial Directories: These offer local and regional manufacturer listings, including background information and the names of key officers. Companion directories that list service companies, such as stores and malls, are often available, too. These resources typically provide building square footage or numbers of employees to help you determine if they are a good target for you. Local and Regional Trade Publications: Publications that reach building owners, architects, specifiers and other industry professionals are a great source for creating your direct mail list. Many publications will, for a small fee, rent their mailing lists with the option to select specific job functions, titles and other demographics. Local Business Publications: These include Chamber of Commerce publications, local business journals and magazines, all of which are excellent resources for creating quality mailing lists. Association Lists: If you are an association member or sponsor an event, these lists usually are available to you for free or a nominal fee. Database Companies: These companies sell proprietary lists that are updated periodically and are usually available by industry category. You can find these companies in the Yellow Pages under direct mail or through an Internet search. Firestone Cooperative Advertising Program 9

10 The Business Letter A personalized business letter is a great way to introduce your company and Firestone roofing products to your prospect, and leave a favorable impression. Talk about your installation track record, such as your status as a Firestone Master Contractor, or the long-term value of working with a qualified local contractor who uses Firestone Total Roofing System. Include local references or examples of high-profile community projects. Focus on the benefits your company can offer them, not just your capabilities. And, above all, ask for a response call today, return the attached card, etc. Make it easy by enclosing a business reply card with a stamp or postal permit, so the postage is charged to you. Firestone Self-Mailers We ve created a few sample mailers to get you started. Once imprinted with your company information, you can enclose one with your letter or mail it directly to your prospect. Stay top of mind with a series of relevant mailings that combine letters and self-mailers over several weeks or months. The goal is to communicate consistently and offer something of value, such as a free roofing inspection. It can be beneficial to time your mailings to arrive in your prospect s mailbox around the same time ads run in the local newspaper or magazine. Firestone self-mailers may be ordered by completing the order form. Mailers are available in quantities of 1,000 for $329. Typesetting, imprinting and shipping costs will be billed to your company at cost. Please allow 30 days for delivery. Don t let this become part of your office decor. A free roof inspection will keep your company dry. Doing Your Own Direct Mailer If you already have a company flier or newsletter, it may be ideal to turn these tools into your own mailer. If not, be creative and develop your own piece. If you choose this option, please be sure to promote Firestone Building Products and your business only (no other company may be promoted). To receive reimbursement, the piece must prominently feature the Firestone Building Products logo, the Firestone Shield or the Master Contractor logo. Contact the Firestone Marketing Department at if you aren t sure whether your mailer qualifies for reimbursement. A few things to remember: Follow-up is important. Many direct mail efforts fail due to lack of follow through. Use your letter or mailer as a starting point to create an ongoing business relationship. Wait a few days or a week after you send your mailer before you follow up with a call. Track your results. Keep records of who received your mailer, how many responded to your offer and which ones resulted in business. Armed with that information, you can refine your next campaign to make it even more effective. Envelopes are key. As a rule, the envelope is the most important element in a mailing package. Use a standard, white business envelope. If possible, type addresses directly on the envelope, rather than using labels. Teaser copy, such as Get your free roof maintenance inspection, printed on the envelope can improve your chances of getting it opened. Timing is critical. Avoid having your mailer delivered on a Monday or Saturday; Tuesday is considered a good day for direct mail success. Update your mailing list. If you use customer and prospect lists in direct mailings, periodically call to check mailing addresses, Firestone Cooperative Advertising Program 10

11 phone numbers and other contact information is correct. Be sure to correct your mailing list if you receive any returned mail due to wrong or new addresses. Follow postal guidelines. If doing your own mailing, check with your local post office for specific postage and mailing instructions. The United States Postal Service offers helpful guidelines for successful direct mail programs online at Direct Mail Co-op Reimbursement Firestone will reimburse you for 50 percent of the total cost of mailers purchased from Firestone. In addition, Firestone will reimburse (via a credit memo on your account within approximately 60 days) 50 percent of your cost to create and send your own mailers up to your pre-established co-op fund limit. Please supply us with a sample of the mailer, completed Firestone Proof of Performance form and postage receipts. Firestone Cooperative Advertising Program 11

12 The Yellow Pages The Yellow Pages is often the first, and sometimes the only place people look when they re in the market for a new roof or repairs. Advertising Cost Advertising costs depend upon the size of your ad and the circulation of the directory. A large metropolitan Yellow Pages book commands a much higher rate per ad than a directory in a smaller town. A few things to remember: Make your ad stand out. Consider differentiating your ad from competitors by using color, shades of gray or a headline to call out an immediate benefit your company can offer. Talk to your Yellow Pages sales rep for simple suggestions on ways to get noticed. Creating Your Own Yellow Pages Ad When creating your Yellow Pages ad, please be sure to promote Firestone Building Products and your business only (no other company may be promoted). To receive reimbursement, the ad must prominently feature the Firestone Building Products logo, the Firestone Shield or the Master Contractor logo. Contact the Firestone Marketing Department at if you have questions or if you aren t sure whether your ad qualifies for reimbursement. Yellow Pages Co-op Reimbursement Firestone will reimburse you for 50 percent of your advertising space costs (via a credit memo on your account within approximately 60 days) up to your pre-established co-op fund limit. Please send us a tear sheet or photocopy of the page bearing your ad and the space invoice, along with a completed Firestone Proof of Performance form. Please do not send ad proof pages. Firestone Cooperative Advertising Program 12

13 Proof of Performance Form Please complete all the information below, attach the following and mail to Firestone Marketing Communications: 1. Copy of invoice. 2. Tearsheet copy of the actual advertisement, printed copy of a direct mail piece, sample or color photo of other promotional items. A color photo or sample is required for each item listed on the invoice. If the same item was ordered in different colors, please send photos of each color. Your request will be processed in 6 to 8 weeks. Reimbursement will be made to you in the form of a credit to your Firestone account. You must submit a Proof of Performance form to Firestone within 60 days after your advertisement was published in order to receive reimbursement. All requests for co-op reimbursement must be received no later than December 7, 2012 to qualify for reimbursement. Firestone Applicator #: Company Name: Street Address (No P. O. Boxes please): City, State, Zip Code: Contact Name: Phone Number: Please check the following: 1. Did your promotional piece mention another company besides your company and Firestone Building Products? No Yes (if yes, we cannot offer co-op reimbursement) 2. Did your promotional piece list any other types of commercial roofing products other than Firestone EPDM, Modified Bitumen, Metal, Thermoplastic roofing systems or Polyiso insulation? No Yes (if yes, we cannot offer co-op reimbursement) Please check the type of advertising for which you are requesting 50% co-op reimbursement: Newspaper Advertising Magazine Advertising Yellow Pages Advertising Direct Mail Other Publication that your advertisement appeared in: Date(s) advertisement appeared in publication: Total cost for the advertisement: $ Co-op amount requested: $ Signature: Date: For office use only: Date Received Co-op Amount $ Approvals FCAP Number Credit Dept. Accounting Firestone Building Products Company Marketing Communications 250 West 96th Street Indianapolis, IN Phone: (800) Fax: (317) /12 Item #794 (Replaces 2/11)-40 Firestone Cooperative Advertising Program 13

14 Materials Order Form Please complete: Firestone Applicator #: Date: Name: Company: Street Address: City, State, Zip Code: Telephone: DIRECT MAIL Item Minimum Order Price Quantity Total Office Casual Mailer 1,000 $339 Don t Let a Drip Mailer 1,000 $339 Office Supply Mailer 1,000 $339 Too Late Mailer 1,000 $339 Watch Your Overhead Mailer 1,000 $339 Office Decor Mailer 1,000 $339 There s a Better Way to Predict Mailer 1,000 $339 I want Firestone to imprint the direct mail piece with my company name: Yes No If you selected yes, please indicate below the information that you would like imprinted on the piece: Company Name: Address: City, State, Zip Code: Telephone: Address: Website: Don t let a drip Don t let this become another office supply. Don t wait until it s too late. Watch your overhead. Don t let this become part of your office decor. become a drop. Don t let a major roof repair damage your bottom line. A leaky roof can lead to a drop in profits. A free roof inspection will keep your company dry. A free roof inspection could save you a bucket of trouble. A free roof inspection will keep your company dry. There s a better way to predict potential roofing problems. Firestone Building Products Company Marketing Communications 250 West 96th Street Indianapolis, IN Phone: (800) Fax: (317) Firestone Cooperative Advertising Program 2/12 Item #795 (Replaces 2/11)-40

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