Challenge: Figuring out how to sell a co-​op-​funded ad campaign

Peggy Smith, a WDBD media sales rep who’s worked in the field for nearly 20 years, knew that turning to AdMall could assist her. She had to pitch an outdoor power equipment dealer and hoped to close a co-​op-​funded ad campaign.

“The business specializes in lawn equipment, and repair, dealing with a couple of [big brand] manufacturers,” said Smith. “They moved locations not long ago and have more inventory and larger space to work with.” 

“The current economic situation, and moving locations, [were challenges they were facing]. I was able to go in knowing that they should be able to use co-​op dollars. [The extra funds would] help promote products along with the location change.”

Solution: Turn to AdMall’s co-​op reports

Smith has been using AdMall for “a long time.” She knew that she could craft a solid outdoor power equipment co-​op-​funded ad campaign by turning to AdMall Co-​op source reports.

The outdoor power equipment co-​op-​funded ad campaign consisted of targeted video ads of the commercials on streaming platforms.

“We used the co-​op ads, and tagged with locations shot, and graphics throughout the spot,” said Smith.

Smith also used the “Value of a New Customer” chart found in the Local Account Intelligence Report. Those details added to the value of her research presentation for the outdoor power equipment dealer.

Result: A outdoor power equipment co-​op-​funded ad campaign that saved the advertiser saved money

When the advertiser agreed to the outdoor power equipment co-​op-​funded ad campaign pitched to them, the amount came out to be $6,300. The best part about this deal is that the advertiser didn’t have to pay for that amount all by themselves. That’s the beauty of co-​op dollars. The manufacturer splits the cost with the advertiser in a shared agreement that’s beneficial for both sides.

We can help you learn more about co-​op funding and how to use AdMall to leverage Co-​op Source Reports. Visit our Learning Center to see when our next Co-​op 101 webinar will be held.

AdMall's intelligence system is used by thousands of U.S. media properties, from cable companies and newspapers to local TV, billboard, and cinema companies. It also includes manufacturer co-​op funding information. Through the shared-​cost advertising vehicle of co-​op funding, media sales reps encourage local dealers to create ad campaigns featuring vendor products, especially when there are limited-​time promotions and new product introductions.

We maintain a database of detailed co-​op funding/​market development programs for over 10,000 brands. There is no cost for vendors to have their co-​op advertising program details listed in the AdMall intelligence system. When vendors share their co-​op plan with AdMall, their local dealers can have the kind of success experienced by this beauty salon and this window treatment retailer.

More About: Outdoor Power Equipment Dealers

These retailers sell lawn mowers, snow blowers, small tractors, chain saws, chippers, and other lawn and garden maintenance equipment to homeowners, landscaping businesses and government agencies, such as recreation departments. These retailers may also service equipment.

U.S. manufacturers compete with foreign manufacturers. Manufacturers typically distribute to local dealers and rely on these dealers to sell the equipment and grow market share. The manufacturers may also distribute to big retailers.

Industry stores number approximately 6,400 and sales total approximately $12 billion.

The future of the industry and these retailers will be affected by the number of newly formed households and how willing homeowners are to mow their own lawns and maintain properties instead of hiring out this service. An additional stress on smaller retailers is the continued loss of service revenue. Engines are being manufactured to be replaced, not serviced. As smaller dealers lose their valuable service business, they will have to move into selling other products such as power sports vehicles.