What are you promising your advertiser as far as obtaining their co-op reimbursement? There is often a bit of confusion as to how much your advertiser needs to pay you for the ad, or even how the advertiser gets the co-op money “into their hands”.

First and foremost, any of your customers (advertisers) ALWAYS pay you 100% of their advertising costs. The manufacturer/brand will ONLY reimburse their reseller (not the media publisher or ad agency). Below are a couple of brands that reimburse via check or direct deposit, but that is NOT the norm. What is the norm, is the Stellantis – Jeep posting (below) that shows that the dealer will be getting a credit to their parts account. Almost 90% of the brands in the Co>Op Connect Platform reimburse their reseller channel via a credit memo for future purchases, parts account, etc. That is why it is important for you to ensure that your advertiser has what they need after the ad goes “live” so that THEY can collect their reimbursement. That means they need a screenshot, a tear sheet, or a final script of the advertising, along with a copy of the invoice. For broadcast, you sometimes need affidavits, and for digital advertising, you may need to include Performance Reports. Most brands now have portals where resellers can upload their “Claim Documentation”. If your customer is unsure of where to send that information, you can help them by looking it up in the Co>Op Connect Platform. Some brands allow you to mail, email, or fax documentation (even if they do have a portal), and that information is listed in the Platform.

Below are just a few of the brands that show different “forms” of reimbursement to their reseller channel:

Brand Name – Products/Services – High-Level Guidelines

Princess Cruises – Luxury Cruise Ships
This brand reimburses 50% for TV, Online, Print and Radio advertising in the form of ACH (Wire Transfer).

Husqvarna Forest & Garden Company – Lawn and Garden Products
This brand reimburses anywhere from 50 – 80% based on your dealer level in the form of either a Check or Direct Deposit.

Stellantis – Jeep – Jeeps (Type 1, L, B and E)
This brand reimburses 100% for all forms of Traditional and Digital advertising in the form of a Credit to the Dealers Parts Account.

Summary
To find out more about our Co-Op Connect Platform or our Co-op Concierge Services, call us at 877-990-2667 or email [email protected].

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