Steve’s dad owned a chain of furniture stores. And one of Steve’s summer chores was to go into the warehouse and throw out all the newspaper and magazine ad slicks the manufacturers sent. Literally thousands. Too many marketers think that if they prepare some kind of “co-op” marketing program, retailers and franchisees will automatically come on board. Simple truth is that most retailers aren’t marketers…and don’t really know what to do with those “free” collateral materials and ad slicks. What do you do to make sure your marketing programs and materials make it to marketplace?