For a starting cooperative, it is vital to gain awareness, as well as credibility and acceptability. It is preferable to start with a sufficiently robust initial marketing than wait for the news to spread little by little. Similarly, well-defined campaign-style sales impacts are more efficient than continuous presence in mass media.
In the advertisement, the message is noted and, in the best case, remembered if it is repeated often enough. When selecting an advertising medium, it is crucial to concentrate on its ability to reach its target. Cooperatives should also take advantage of new electronic media, like SMS and e-mail, because their cost can be a fraction of the expenditure for an extensive press campaign thanks to appropriate targeting. This is why an accurate customer file is worth its weight in gold. Still, it will also necessitate collecting or purchasing the data, some insight in the legislation concerning personal data and maintenance.
Specifically, in smaller communities, incorporating a cooperative is an interesting piece of news for the local media. A good relationship with the regional media will help with the pressure of gaining and maintaining awareness. It pays to adopt active outreach as a way of cooperative communications. It may even reduce the need for marketing. A good press release is always a source of news.