8 tactics for maximizing co-op social media expenditure

Dealers and retailers constantly evaluate different ways to reach prospective customers. However, with limited advertising budgets and an overwhelming amount of advertising mediums available, less technologically-savvy dealers and retailers are resistant to change and fall back on traditional advertising. Help dealers and retailers get comfortable with digital media by employing these tactics to maximize social media marketing.

1. Make your social media assets easy to find

Dealers and retailers often cringe when they hear social media advertising because they either don’t have a strong understanding of it or they believe the process for submitting social media advertisement claims is too cumbersome. Be sure to develop a process document listing easy-to-understand steps for executing and receiving reimbursement for an advertisement.

2. Promote the use of OEM-created assets 

What is an EOM?

An Original Equipment Manufacturer (OEM) makes parts or products that other companies use in their own finished goods. For example, a car manufacturer may purchase brake systems or infotainment units from an OEM and integrate them into their vehicles under the carmaker’s brand. OEMs specialize in producing high-quality components at scale, allowing manufacturers to focus on assembly, branding, and distribution. 

How do OEM’s play into co-op advertising?

In co-op advertising, OEMs provide ready-made marketing materials to dealers and retailers, letting them use these assets to keep the brand’s look and feel consistent—and all without the cost of creating custom content from scratch. Not all dealers and retailers have deep pockets. They want to advertise the best assets they can without hiring a vendor to pay out-of-pocket fees for their social media budget. Inform dealers of the incentive for utilizing your professionally-created assets. Whether it’s a Facebook ad, Internet Banner or an Email Marketing campaign, it’s a win-win. Depending on the reimbursement rate established, dealers and retailers may be eligible for a higher reimbursement rate if they utilize the OEM-created assets. Additionally, the OEM has peace of mind knowing its creative is being used at the national and local level.

3. Make requirements for dealer-created assets clear and concise

It’s OK if dealers don’t use OEM-created assets. Sometimes the respective OEM’s assets don’t speak to the needs or values of the community they’re being advertised or the products a dealer is trying to sell. Ensure the reimbursement guidelines for dealers and retailers who want to create their own social media advertisements are very easy to follow, especially the requirements for the ad itself.

4. Provide customer support to dealerships and retailers

OEMs who provide customer support to dealers and retailers increase their ability to connect with them. Customer support specialists alleviate small business employees’ duties by walking the employees through the process for social media reimbursement. This provides dealers peace of mind, as they feel taken care of by the OEM, and their co-op budgets are nurtured rather than guarded.

5. Use Co-Op Funds for Targeted Social Media Campaigns

One way to really get the most out of co-op funds is to aim them at specific, targeted social media campaigns. Instead of just throwing money around and hoping it sticks, focus those dollars on reaching audiences that match what your brand is all about. Take advantage of customer data to break down your audience by age, interests, buying patterns—stuff like that. It lets you tailor your messages, which makes people more likely to actually notice, interact, and maybe even buy.

6. Improve Ad Creative and Messaging

A big part of whether a social media campaign hits the mark comes down to the ad visuals and the messaging. Put your co-op funds towards eye-catching visuals and good copy that connects with your audience. Stick to consistent branding, but don’t be afraid to tweak things to fit your local market’s vibe. Even if your brand provides ad templates, you can add your own flair. Also, running some A/B tests with different ads and messages can help you figure out what resonates most and brings in the best results.

7. Use Data to Analyze Performance

Keeping track of how your co-op social media campaigns are doing is key to figuring out what’s working and where you can tweak things. Use analytics tools to monitor key metrics like click-through rates, conversion rates, or how much it’s costing to snag new customers. By diving into this data, you can make adjustments to improve results and prove to stakeholders that co-op marketing pays off. Regular updates and good communication with your partners can help build a more collaborative, data-driven setup.

8. Team Up to Widen Your Reach

Co-op marketing also gives you the chance to work with partners and boost your reach together. Think about joint strategies where both of you benefit. For instance, you could co-host giveaways or team up on content campaigns that play to both brands’ strengths. Setting clear guidelines on how you’re working together helps keep the branding consistent and makes it easier to share the wins.

Connect with Cooperate

Let’s connect. Cooperate is a Chicago-based marketing agency that solves complex problems for OEMs and service providers through our insightful, collaborative and cost-effective approach. We pride ourselves on providing white glove service to our clients and their dealers. Do you have a co-op issue that you’re struggling to solve on your own? We’re experts in the field and would love to offer our perspective.

Connect with Cooperate

Let’s connect. Cooperate is a Chicago-based marketing agency that solves complex problems for OEMs and service providers through our insightful, collaborative and cost-effective approach. We pride ourselves on providing white glove service to our clients and their dealers. Do you have a co-op issue that you’re struggling to solve on your own? We’re experts in the field and would love to offer our perspective.