I cannot believe it is already June 2nd – half of 2022 is already passed! If you have not had a chance to help your advertisers (customers) use their co-op funds so far this year…now would be a great time to do so. Many of the brands offer their reseller channel a percentage of their prior year’s purchases as their accrual fund so many of your customers may have been sitting on a great deal of money since January. Other brands offer their reseller channel a percentage of their current year purchases. Being six months into the year, these folks probably have “healthy” co-op accrual funds ready to utilize.
If your customer is normally a print advertiser (newspaper, magazine, direct mail, etc.) now would be a great time for them to add in a digital component (social media, online banner, etc.) and use their co-op funds to do so. This way you will earn more money for increasing their ad spend, yet they are not increasing their budget as they will receive their co-op reimbursement.
With the 4th of July right around the corner, there are so many brands to advertise (that offer their resellers co-op). Think of all “warm-weather fun” – pools, hot tubs, jet-skis, boats, camping equipment, travel trailers, cruises, bicycles, motorcycles, and recreational vehicles. Then of course there are hundreds of programs for things like lawn mowers, fertilizers, outdoor power equipment, landscape lighting, and more. I don’t want to get too far ahead (since I really enjoy summer), but right after all this advertising will come the “back to school” and “fall-related” advertising – so there are always plenty of brands offering co-op that can fit any time of year.
In the last two weeks alone, the Co>Op Connect team has added three brand new programs to the database. The brands see the value of offering co-op to their resellers. It helps their resellers advertise their brands more (without breaking the reseller’s budget), which gets more customers in their doors to buy these products. In turn, the reseller then needs to restock the sold-out products and the circle continues.
Here is a quick peek of the new programs that have been recently added. You will find complete program details in the Co>Op Connect database.
Brand – Product/Service – High-Level Guidelines
- Almo Corporation (Dist. Plan) – Major Appliances, Consumer Electronics
The distributor will offer their resellers 2% of current year purchases as their accrual fund and will reimburse 50% of print/digital advertising.
- Wolf Steel Ltd. – Continental – Fireplaces Mfr. will offer 2 to 3% of prior year purchases as their accrual fund – amount dependent on dealer level. Will reimburse up to 75% of print/digital advertising.
- Brivo – Security Systems, Smart Locks Mfr. will reimburse up to 50% of print/digital advertising – up to $2,500 per year.
The Localogy Co>Op Connect team also does Accrual Balance Research for our Concierge subscribers. In the last couple of weeks, we have found some “nice size” balances for individual advertisers. Over $10,000 for one lawncare dealer and over $18,000 for a motorcycle dealer. This is the time to take a look at what your customers have available! You want to help your customers use their money before they lose it at the end of the year.
There are thousands of brands in the Co>Op Connect database that you can use to assist your advertisers. As a database subscriber, you will see the possibilities quickly. Help your advertiser utilize the funding available to them and gain a long-term customer as their “trusted advisor”. To find out more about the Localogy Co>Op Connect Database and our Concierge Service call us at 866-583-5397 or email [email protected].
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