How to Influence Dealer Marketing with Co-Op Marketing Funds
To have a meaningful impact on consumer buying decisions in local markets, manufacturers know they need to influence dealer marketing. And that can be challenging, especially when many manufacturers rely on distributor partners, as their intermediary with the dealer network, to manage dealer Co-Op Marketing Funds. Achieving the right balance between giving manufacturers more control and preserving the distributor-dealer relationship can be tough to navigate, without expert solutions and support.
“With a third party entity, like the SproutLoud Distributed Marketing Platform, manufacturers have the ability to start building relationships with dealers, even if the dealers are not buying products directly from them,” said Michael Torcasso, Vice President of Sales at SproutLoud.
Advanced Co-Op Marketing solutions make it easy for manufacturers to incentivize dealers to use more of their available Co-Op funds on leading digital marketing tactics; brand-compliant messaging, ads and campaigns; as well as seasonal and promotional products. To accomplish this, manufacturers need comprehensive Co-Op funds management capabilities to:
- Track funding options offered to distributor partners and local dealers
- Offer both claims-and-reimbursement and instant co-pay models with a patented Change Management System to mitigate risk
- See the results of brand-to-local marketing spend with customizable marketing analytics dashboards
“While other distributed marketing providers may offer similar options, when you kick the tires, what you find is a piece-meal approach, with multiple ‘single-point solutions’ cobbled together from various acquisitions and disparate systems that aren’t necessarily compatible,” Torcasso said. “SproutLoud’s marketing technology brings everything together — ad building, digital asset management, Co-Op funds management, local marketing execution and marketing analytics — in a single seamless controlled environment. And it even allows for the kind of sophisticated permissioned functionality that major manufacturers require when they have to meet unique needs of brand marketing teams, distributors and dealer networks.”
When you’re deciding between various distributed marketing technology providers, it’s important to take a good hard look at what you’re getting for the price, Torcasso noted. Some providers are selling software, without funds management, support or service. SproutLoud offers leading distributed marketing software solutions, advanced funds management, expert support and unparalleled service — not only for manufacturers and distributors — but also for their dealer networks. SproutLoud local marketing experts proactively reach out to local dealers on a regular basis, on behalf of the brand, with guidance and one-on-one consultation as needed.
“With SproutLoud, dealer networks get better consultation, broader knowledge and practical support to make more effective local marketing decisions,” Torcasso said. “We have perhaps the strongest record in the industry in client loyalty. We do what we say we’re going to do. Our technology performs as promised, and we deliver marketing analytics with verifiable and measurable results, so brands, distributors and dealers can continually evaluate the success of their programs.”