Co-Op With Key Accounts: Clarity Beats Optimism
How to write co-op proposals Thai retailers will process—and how to verify that the placement actually appeared.
Co-op budgets disappear when proposals are vague. Key accounts expect format, dates, cost split, and creative deadlines in one document. Optimism about “strong visibility” is not a line item.
Agree who owns live-checks. A photo from opening day is useful; a photo from day five is better. Build a simple log: store, placement type, date, and whether the mechanic matches the deal sheet.
Protect your distributor relationship by keeping cost splits transparent. Hidden brand-only charges create friction the next time you need urgent shelf space.
When a placement fails to appear, escalate with documentation—not blame. Retailers respond faster to clear proof than to frustration.