Leverage Manufacturer Funds to Grow Your High-End Business
Co-op funds are a cornerstone of every dealer’s marketing plan. With clear metrics and plenty of creative assets available, it makes sense that brands are encouraging dealers to spend more of those dollars on digital advertising. Here are 5 tips we’ve learned over the years that have helped dealers grow their premium and luxury business.
Be Proactive About Funding
Start asking about next year’s funds early in Q4. You want to maintain a consistent presence online, and if you aren’t actively pursuing your available funds, it could be Q2 before your rep volunteers the information.
Ask for More
Put together a short presentation of your strategy for each brand’s funds to show your rep. Then don’t be afraid to ask for additional money. We’ve helped dealers gain more than $550,000 in above-and-beyond funds after brands see a well-implemented plan.
Share Your Data
Manufacturers like to see how you’re spending the money, and digital ads offer data that’s easy to share. Plus, they are more likely to find additional money when they see proof of how you spent your advertising dollars.
Design for the Affluent Audience
Manufacturers offer libraries of beautiful product and lifestyle images you can use to design your ads. Don’t rely on pre-formatted ads that often emphasize price points. Remember, the Affluent Audience™ makes decisions based on their aspirations, not their wallet.
Strategically Layer Campaigns
Look at your manufacturer campaigns as the pieces of a whole strategy. If you have 3 months of funding from four brands, don’t spend it all in one quarter. Stagger campaigns over the year to maintain a consistent advertising presence.