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Co-Op Ad Money, and How to Get It

Your suppliers set aside money to help pay for ads about their brand. Most of it expires because the paperwork is a part-time job.

No dollar amounts or brand names here. Bring us your suppliers and we will talk specifics.

The short version

What co-op ad money is

It is money your supplier already agreed to give you. You just have to go get it the right way.

When you sell another company's products, that company wants those products advertised. So many suppliers set aside a pot of money to help you pay for ads that show off their brand. This is called co-op, short for cooperative advertising. You run the ads. They pay back part of the cost.

Here is the catch. The money is not automatic. You have to run the ad their way, save the right proof, and file their form before their deadline. Miss one step and the money is gone.

That is why so much co-op expires every year. Not because dealers do not want it. Because the paperwork is a part-time job, and nobody has the time.

It is money your supplier already set aside for you. You just have to claim it right and on time.

The whole process at a glance

How co-op money gets to you

Every claim runs the same six steps, from finding the money to the check landing in your account.

Find the money which brands, how much
Learn the rules each brand differs
Build to qualify ad meets the rules
Save the proof copy, invoice, photo
File on time form plus proof
Check lands money in the bank

How it works

How a co-op claim gets paid

There is a real order to this. Every step has to be done right, or the whole claim bounces.

  1. 1

    Find the money

    Each brand you sell may run its own co-op program with its own pot of money. First, find out which suppliers offer it, how much you have, and when it expires.

  2. 2

    Learn each brand's rules

    Every program is different. One wants their logo a certain size. Another wants a certain tagline. A third only pays for certain kinds of ads. Know the rules before you spend a dime.

  3. 3

    Build the ad to qualify

    Design the flyer, mailer, or sign so it meets the supplier's brand rules from the start. An ad that breaks the rules gets turned down, no matter how well it works.

  4. 4

    Save the proof

    As the ad runs, save exactly what the supplier asks for. That could be a copy of the ad, the invoice, a mailing record, or a photo. This is the step everyone forgets, and it is the one that gets claims denied.

  5. 5

    File the claim before the deadline

    Fill out the supplier's form, add your proof, and send it in on time. Miss the format or the date and the money expires, still sitting in the pot.

  6. 6

    Chase the check

    Claims can stall. Someone has to keep following up until the check lands in your account. That follow-up is the difference between money on paper and money in the bank.

How we handle it

How Weber gets the money into your account

We run a co-op department, and this is what it does all day. We know these programs, especially for equipment and farm dealers. We handle the whole thing so the money actually shows up.

  • We find what you are owed: we look at the brands you sell and spot the co-op programs you are missing, so no pot of money expires without a fight.
  • We build the ad to qualify: we design your flyer, mailer, or sign to the supplier's brand rules from the start, so the claim does not bounce.
  • We save the proof: we track what each supplier wants and save it as the ad runs, so nothing is missing when it is time to file.
  • We hit the deadline and file the claim: we do the paperwork and send it in on time, then chase the check until it reaches you.
  • We handle every store and every brand: a dealer with a dozen stores and a different program at each is a normal Tuesday for us. We have handled co-op claims across 15 states and more.

The words you will hear

The co-op words, in plain terms

Co-op has its own set of words. None of them are hard once someone spells them out.

Co-op (cooperative advertising)
Money a supplier chips in to help you advertise their products. You spend it on ads. They pay you back part of the cost, if you follow their rules.
Accrual or co-op fund
The pot of money your supplier has set aside for you. It often grows based on how much of their product you buy or sell. Think of it as a budget waiting to be used before it expires.
Proof of performance
Proof that the ad really ran the way it was supposed to. That can be a copy of the ad, a receipt, a photo, or a mailing record. No proof, no money back.
Brand guidelines
The supplier's rules for how their logo, colors, and product can show up in your ad. Break the rules and your claim gets turned down, even if the ad was great.
Claim (and claim deadline)
The form you send in to get paid back, plus your proof. Every program has a deadline. Once it passes, that money is gone for good.
Reimbursement
The check that comes back after your claim is approved. It is part of what you spent, paid back because you did it by the book.

Straight answers

Questions dealers ask about co-op

How much of my ad cost does co-op cover?
It depends on the supplier and the program, so we will not throw out a number here. Some pay a set share of the ad. Some cap it at a dollar amount tied to what you buy. Tell us which brands you sell, and we will find out what you have.
Which of my suppliers offer co-op money?
More than you might think. Many suppliers run some kind of co-op program. The fastest way to know is to hand us your supplier list. We will check each one.
Why does so much co-op money go unclaimed?
The paperwork. Between brand rules, saved proof, claim forms, and hard deadlines, collecting the money is a part-time job. Most teams run out of time. So the money expires in the pot instead of coming back to them.
Can you handle co-op for a dealer with several stores?
Yes. A different program at each store is exactly what we are built for. One partner keeps the brand the same across every store and files every claim, so nothing slips.
Do I have to move all my advertising to you to get this?
No. Start with one campaign and one supplier's claim if you want. If it works, and it usually does, we can run your ads and your co-op claims on a calendar, so the money never expires again.

Keep reading

Where to go next

See how co-op fits with the mail and the industries where it pays off the most.

Not sure which suppliers owe you co-op money?

That is normal, and it is the part we take off your plate. If this is getting confusing, or you would rather just hand it over, give us a call. Tell us the brands you sell and how you advertise now. We will spot the co-op programs you are missing and do the paperwork, so the money lands in your account.

Get help with this Or call 717-299-1277

Not ready to talk yet? You may be after something so unique we have not built a page for it yet, and given our history of unexpected jobs, we are sure we will find a solution.