Dealer Co-op Guidelines
General Advertising Program
- Reimbursed at 65% of the media costs to the dealer's open account.
- Advertising is exclusively devoted to new Link-Belt equipment, parts, or services.
- Advertising is restricted to the dealer's authorized territory to qualify for reimbursement. This does not apply to multi-listing group dealer ads in regional publications such as the ACP's or Construction Equipment Guides.
Group Dealer Advertising Program
- Reimbursed at 65% of the media costs to the dealer's open account.
- Advertising is exclusively devoted to new Link-Belt equipment, parts, or services.
- LBX defines the program schedule and produces all ads. Only ads created by LBX qualify for reimbursement.
- The advertising representative calculates all costs and confirms participation.
- Group dealer listing runs alongside other participating dealers whose territory is covered by the publication.
- Each dealer determines whether they want to participate in these cost-effective programs.
New/Used Equipment Advertising Program
- Reimbursed at 40% of the media costs to the dealer's open account.
- 60% of the ad is devoted to new Link-Belt equipment, parts, or services; 40% of the ad can be devoted to listing Link-Belt or non-competitive used equipment.
Non-competitive Equipment Advertising Program
- Reimbursed at 40% of the media costs to the dealer's open account.
- 50% of the ad is devoted to new Link-Belt equipment, parts, or services; 50% of the ad can promote new, non-competitive branded products
- Promoting any competitive excavator, material-handler, or forestry machine does not qualify for reimbursement.
Co-op Sales Promotion Fund: This fund supports sales promotional activities such as trade shows, open houses, sponsorships, etc. These activities are reimbursed at 50%.
Sales Promotion Program
- Reimbursed at 50% of the qualifying costs to the dealer's open account.
- Event reimbursement - For participation in activities such as trade shows, open houses, and customer events, LBX will pay 50% of most costs associated with holding or participating in the event. EXCEPTION: If multiple manufacturers are represented at an event, LBX will pay 50% of the Link-Belt product's overall portion (e.g., Link-Belt plus two other manufacturers are displayed and promoted, LBX will pay 50% of 1/3 of the costs.)
- This fund can be used for a multitude of sales promotions, including sponsorships, tournaments, etc. If you are unsure if a promotion would qualify for reimbursement, contact Marketing Communications for approval.
- The approved Link-Belt Excavator logo must appear prominently in sales promotion collaterals.
Co-op Reimbursement Rates
65% - Digital and print ads, direct mail, billboard, radio
50% - E-newsletters (i.e., Winsby)
50% - Link-Belt Excavator Signage
50% - Link-Belt Excavator Service Truck Decals
50% - Open House at dealership
50% - Tradeshows - LBX portion
50% - Target Marketing - lead generation
50% - Business gifts through shoplbxco.com
35% - Regional Industry Trade Association membership fees (excluding AED)
Dealer Program Request not listed above determined by request and approval.
Co-op Funding
Co-op financial support is available to all LBX dealers to assist in defraying advertising and promotional costs. To enhance the effectiveness of the advertising and promotional dollars in each dealer's market, the dealer, along with your Region Manager, should direct where and how these funds are spent. In addition, the dealer will need to evaluate his market and develop an advertising and promotion strategy.
An Advertising and Promotion Plan can assist you in scheduling and budgeting your promotional activity. With proper planning, you'll be able to take full advantage of the co-op funds available to your dealership. If you need assistance in creating an Advertising and Promotional Plan, please reach out to Marketing Communications.
Available Co-op Money
Your dealerships history has been used to assess how much co-op money you will need each year. Every quarter, a report will be sent to the Marketing personnel at your dealership indicating the claims that have been processed and the remaining co-op allotment available.
Submitting Co-op Claims
For other advertising and sales promotion reimbursement fill out the following forms.
- Forms must be completed with supporting documentation (i.e., invoices) and received within 60 days of insertion date or event date.
- Approved claims up to the allotted fund amount will be credited to the dealer’s open account and appear on the dealer’s Invoice Statement.
