MEDIA MATTERS COOPERATIVE ADVERTISING GUIDE​
What is Co-op Advertising?
Cooperative advertising, often called co-op advertising, is a collaborative agreement between a manufacturer or distributor and their reseller to jointly promote a product or service to their mutual advantage. In this arrangement, the manufacturer provides financial support to the reseller, either through reimbursement, discounted prices on purchases, or other financial incentives, to assist in marketing their products effectively.
Unlocking Marketing Potential: The Power of Co-op Advertising for Local Businesses
Cooperative advertising holds significant potential for local business owners. Given the limited resources of small businesses, owners often handle multiple aspects of operations themselves. Planning and executing marketing strategies, including campaign development, messaging, and creative work, are typically pondered during late-night hours when concerns about sustaining the business arise.
By tapping into the manufacturer’s established campaigns and additional funds, co-op advertising can enhance the quality and reach of advertising, foster collaboration between the manufacturer and reseller, and establish connections between products and small business owners. Ultimately, it can draw in customers loyal to a specific product to a reseller who may not have previously been linked to that product.
Navigating Co-op Advertising: Guidelines, Compliance, and Unclaimed Funds
Every manufacturer and distributor sets specific guidelines for resellers to adhere to in order to qualify for co-op advertising funds. These guidelines differ between manufacturers and industries. To access these funds, resellers typically need to provide evidence of their marketing efforts, and many programs require approval before campaigns can begin. However, the complexity of these requirements, coupled with the administrative burden on busy business owners, often leads to around $14 billion in unused co-op marketing funds annually.
Find out more about your OEM's CO-OP Guidelines
Discover the key to successful advertising with General Motors Co-op Advertising Guidelines! Sign up now to access essential information and kickstart your advertising journey. Explore the guidelines, unlock valuable insights, and take your advertising efforts to the next level. Don’t miss out on this opportunity to elevate your marketing strategies with GM’s expert guidance. Sign up today!
General Motors Co-op Advertising Guidelines outline requirements for dealers to get reimbursed for advertising expenses. Ads must promote GM parts & service, follow specific media types, and meet approval criteria. Claims must be submitted online within a certain number of days of ad run for credit memo reimbursement.
