All dealers know about co-op advertising dollars, where manufacturers provide funding for marketing campaigns. Many dealerships leave co-op dollars on the table because the programs can be tricky to implement and full of rules set by the manufacturers.
For years, the benefits were not worth the cost in time, hassle and compromise for many dealers. As advertising becomes more digital and sophisticated, that is changing quickly. In fact, many manufacturers require the vast majority of co-op dollars be spent on digital advertising.
This is great news for dealers, as they can use co-op credits on programs that often easily measure ROI and provide the transparency manufacturers require – all while giving dealers tremendous flexibility in promoting their dealerships within the bounds of the co-op program.
LotLinx is a great example of a highly effective program that nearly 20 brands officially support with co-op dollars. Visit their site to see if your manufacturer approves LotLinx for co-op dollars. Even if they don’t, the ease of use and clear ROI of LotLinx makes it a compelling option.
If you’re not considering all options when it comes to co-op programs each manufacturer is offering your dealership, it’s probably well worth your time to at least consider how each program could be driving your bottom line. A quick review could be worth thousands of dollars in free marketing for your dealership that provides a big boost in sales.
To learn more about LotLinx or get started with a campaign, contact FLADCO.