If you represent a major brand as a dealer or distributor, you may be leaving valuable marketing dollars on the table without even realizing it.

Many manufacturers offer marketing co-op programs, which are reimbursement plans that enable their authorized partners to recoup a portion of their marketing expenses. These programs are designed to encourage local advertising and promotion of the brand, helping you drive sales while maintaining consistent messaging across markets.

So, What Exactly Is a Marketing Co-Op Program?

A co-op (short for cooperative) marketing program is a shared investment between a brand and its dealer network. Brands allocate funds, usually a percentage of annual sales or a set allowance, that can be used to reimburse dealers for approved advertising and marketing efforts. These can include:

• Website updates
• Digital ad campaigns
• Social media promotions
• Email marketing
• Printed collateral
• Trade show materials

To qualify, the campaign must often meet brand standards in design and message. Each manufacturer has its own rules on what qualifies and how much they’ll reimburse. However, the average is typically between 30% and 70% of your costs.

Why It Matters

Participating in a co-op program is a smart way to stretch your marketing budget. If you’re already planning to promote a manufacturer’s products or services, why not get a portion of those costs covered by them? But first, you need to know:

• Does the brand you represent offer a co-op program?
• What types of services are eligible for reimbursement?
• What documentation or approvals are needed?

It pays to find out. Literally.

Good News for DBC Dealers

If you’re a Demers, Braun, or Crestline dealer and also a TBG Digital Marketing client, you’re in luck.

TBG Agency is DBC’s exclusive digital marketing agency. Services provided by TBG are eligible for a 50% reimbursement under the DBC Dealer Marketing CO-OP Program*. If you’re not familiar with their CO-OP Program, we encourage you to look into it. Or, reach out to us! We’ll help you navigate what is covered and what’s not, and ensure we follow all the rules to help you recoup some of your spend! 

*Refer to the DBC Marketing CO-OP Program Guidelines for full details and requirements.

Conclusion

Marketing co-op programs are prevalent in the Fire and EMS industry, where manufacturers rely on dealer networks to promote their products locally while maintaining brand consistency. But this strategy isn’t unique to our space; any industry with authorized resellers can benefit from the structure and support that co-op programs provide. Whether you’re selling ambulances or electronics, taking advantage of co-op funding can boost your marketing reach without stretching your budget. If you’re not already participating, it might be time to find out what you’re eligible for. You could be missing out on free money.