Cooperative marketing methods

Most aftermarket suppliers offer distributors a multitude of options for spending cooperative marketing funds.

Below are four of the most popular options.

Merchandise: Distributors may spend cooperative marketing funds to purchase shirts, hats, calendars, etc., to give to customers as a perk of doing business. Coop funds also can be used to purchase gifts for sponsored contests and/or events.

Promotional items: This can include anything from a sales flyer e-mail blast to a product catalog distributed by sales people. Produced with content provided from suppliers, these materials showcase the supplier product lines supported by the distributor.

Signage: Many aftermarket suppliers also will produce retail display signage for distributors as a way to jointly promote product lines. This allows distributors to acquire high-quality signage at a discounted rate.

Events: Other distributors choose to allocate their available funds for various customer-centric activities. These events (such as open houses and golf outings) allow distributors to heavily promote their vendors’ brands to a captive, engaged audience.

To return to March’s Truck Parts & Service feature story on cooperative marketing, please CLICK HERE.

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