How can Co-op help? First off, what are the “Dog Days of Summer?” They run from July 3 – August 11th, as that is usually the hottest, most unbearable months of the season. Historically these were considered the worst days of the year. According to folklore scholar Eleanor R. Long, “all liquids are poisonous, when bathing, swimming, or even drinking water can be dangerous, and a time when no sore or wound would heal properly.” Well, this sounds dangerous and dreary, and that is just not summer to me. This article will be all about “fun in the sun” things to do in July and August.
This is a great time for boating (fishing and pleasure cruises), a little jet-ski action, outdoor BBQs, fairs, festivals, and swimming. There are a lot of brands that offer co-op funding for all the summer items most folks enjoy. That means places selling these items should do much more business (especially during the end of June and certainly for the Fourth of July weekend). Hopefully, the businesses that you work with have “stocked up” for their busy season. If so, they most likely have earned plenty of co-op funds with their seasonal orders and are ready to advertise what they carry. As we all know, many shoppers are loyal to certain brand products, so helping your customers advertise these products will get folks “in the door.”
The other great thing about helping your customers advertise right now is that we are almost halfway through the year. That can mean one of two things: if your customer hasn’t done a lot of advertising to this point (or has advertised but had forgotten to use co-op funds), they may be sitting on a lot of unused money right now. This would really give them the opportunity to expand their ad campaigns! Or, if your customer has been advertising (and using their co-op funds), it is more than likely that they have earned more throughout the first six months of the year and have money available that they may not even know (or think) about from all those pre-season summer orders. Either way, this is a great time to do a “co-op check-in” with your advertisers to see what they may have available to help them with summer advertising.
Below are just a few of the “summer fun” type brands in the Co-op Connect Platform; there a many more:
Brand – Product/Service – High-Level Guidelines
- The Outdoor Greatroom Company – Fire Pit Tables, Pergolas, Outdoor Furniture
Accrual fund is 2% of current year purchases. Mfr. reimburses up to 50% for both traditional and digital advertising.
- BRP – Sea Doo – Watercraft
BRP offers co-op funding to their Authorized Dealers, but dealers must go to their portal to obtain guideline information.
- Weber-Stephen Products LLC – Outdoor barbecue grills and accessories
The guidelines apply to both Ducane and Weber gas grills. Retailers and distributors earn their accrual funds on current year purchases. Your Weber Area Sales Manager will provide you the accrual amount and percentage of reimbursement.
- Hewes Marine Co., Inc. – Hewescraft – Boats
Dealers earn .5% of boats invoiced between September and August and it is accrued quarterly. Reimbursement is between 50 – 100% (depending on media purchased), and funding must be spent within 12 months of earning.
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