If you’re a dealership, you’ve likely heard the term co-op tossed around. But what exactly does it mean, and how can it benefit your business? Co-op marketing programs offer dealerships a chance to share advertising costs with Ford, and signing up for dealer co-op opportunities can make a big difference in your marketing. In this article, we’ll discuss Ford dealer co-op opportunities, how co-op auto marketing is different from marketing you might do on your own, and why you should take advantage of co-op solutions.
What Are Co-op Marketing Programs?
Co-op marketing programs are essentially partnerships between manufacturers like Ford and dealerships. Ford allocates a portion of its budget to help dealerships advertise locally. This system benefits both parties: Ford reinforces its brand, and dealerships drive more foot traffic and sales without shouldering the full cost of advertising.
It typically starts with fund allocation. Ford assigns a specific amount to each dealership based on sales performance and other metrics. Dealerships can use these funds for pre-approved marketing channels like TV, radio, digital ads, and more. After running a campaign, the dealership submits proof of the advertisement and associated costs to Ford for reimbursement.
These co-op solutions are about cost-sharing, though they’re also about growth since auto co-ops often emphasize digital marketing and artificial intelligence. When done well, co-op auto marketing campaigns can help your dealership stand out in a crowded market.
Benefits of Dealer Co-op Opportunities
Dealer co-op opportunities come with many advantages, making them a great tool for Ford dealerships. Let’s break them down.
Save MoneyAdvertising can be expensive, but co-op programs lighten the financial burden. By sharing the cost with Ford, you’ll be able to stretch your marketing budget further and invest in great automotive software and high-quality campaigns that might otherwise be out of reach.
BrandingCo-op programs often require you to adhere to Ford’s branding guidelines since they want to make sure they’re putting out a consistent look and feel across all advertisements. This can boost your credibility and reinforce customer trust since your dealership will be unmistakably tied to the larger Ford brand.
Access Professional ResourcesMany co-op marketing programs come with pre-approved templates, creative assets, and vendor partnerships. This means you don’t have to start from scratch or hire expensive designers. Instead, you’ll have access to polished materials that meet Ford’s standards.
Improve Local VisibilityWhile Ford handles national advertising, co-op programs give you the power to focus on your local market. Things like billboards in your community or digital campaigns targeting local buyers are great approaches to finding your audience.
Track Performance Many co-op solutions offer tracking tools to monitor campaign performance. By analyzing metrics like impressions, clicks, and conversions, you can fine-tune your strategies and maximize your return on investment.
Why Ford is a Great Dealer Co-op Opportunity
Ford’s program allows dealers to share the cost of local advertising through reimbursement for qualifying ads. Though the program covers both digital and traditional methods, in 2018, Ford changed its spending guidelines from 50 percent digital / 50 percent traditional to 75 percent digital / 25 percent traditional. That means Ford is putting an emphasis on digital strategies for dealerships, which we think will be more effective in the long run.
Additionally, Ford’s program emphasizes local ads, allowing dealerships to create campaigns for their specific audiences. Their digital emphasis applies to all platforms, including social media and video advertising. Finally, they provide their dealerships with easy-to-follow compliance guidelines to make sure they stay on message.
How to Make the Most of Ford Co-op Solutions
To get the most out of Ford’s co-op marketing programs, you’ll want to come in with a strategy. Here, we cover a few of our top tips.
Understand the GuidelinesEvery co-op program comes with specific rules about expenses, approved vendors, and branding. Familiarize yourself with Ford’s guidelines to make sure you don’t run into any reimbursement issues.
Plan AheadCo-op budgets are often given out annually, so it’s important to plan your campaigns early. Consider seasonal promotions, new model launches, and other opportunities that fit your marketing.
Use Digital ChannelsAccording to surveys, 95 percent of car buyers start their journey online. With more consumers researching and buying cars online, co-op programs should center around digital platforms like social media, search engine marketing, and video ads.
Partner with Approved VendorsFord’s co-op programs often have a list of pre-approved vendors who specialize in automotive marketing. These partners understand the industry and can help you create campaigns that meet the requirements.
Track and OptimizeUse analytics tools to monitor your campaigns. If something isn’t working, don’t hesitate to pivot.
Common Pitfalls to Avoid
While co-op auto programs offer incredible benefits, there are some pitfalls to watch out for. Here, we cover a few of the biggest ones to look out for.
Missing DeadlinesCo-op programs often have strict deadlines for fund usage and reimbursement requests. Stay organized to avoid losing out on funds.
Non-ComplianceSubmitting campaigns that don’t meet Ford’s guidelines can mean you’ll end up with denied reimbursements. Always double-check your materials before launching.
Underusing FundsMany dealerships fail to use their full co-op allocation. Don’t let your funds go to waste—plan your campaigns ahead to make the most of your budget.
Examples of Ford Campaigns
Now that we’ve covered what co-op marketing programs are and how they work let’s look at a few examples of the types of campaigns you could run.
Seasonal PromotionsFord dealerships can use their co-op funds to run a holiday-themed digital campaign. By using social media ads, they can attract customers who want end-of-year deals.
Community EventsFord dealerships can sponsor local charity events, using their funds to cover the promotional costs. These events can boost visibility and brand them as a community-focused business.
New Model LaunchesDealerships can use new Ford model launches to run ads on TV spots or social media. They can use their CRM software to track and follow up with leads.
Learn More About Integrating CRM Software with Dealer Co-op Opportunities
Ford’s dealer co-op opportunities are a great tool to connect with your local market. Using these programs alongside the right CRM software can help you create campaigns that drive sales.
Table of Contents
