Truck Parts and Service | Heavy Duty Trucking, Aftermarket, Service Info
Issue link: https://read.dmtmag.com/i/652971
21 Sales & Marketing marketing funds when they reach a specifi c dollar amount in yearly sales, says Craig Frohock, vice president, North American Aftermarket and Trailer. Bendix also requires a sales threshold. Any full line Bendix distributors that meet the requirements has access to cooperative marketing funds, says Jerry Conroy, North American regional vice president – Aftermarket Sales. "The funds are available for use on advertising and promotional programs that promote the local sale of Bendix products," he says. In each case, the suppliers say dis- tributors are given a lot of fl exibility on how they can use the funds. So long as a distributor can clearly show how they plan to promote a brand and its product lines, the suppliers say they're almost always granted access to the funds. Customers who propose cooperative marketing initiatives to Phillips Indus- tries are free to get started as soon as the supplier signs off on the project, says Stephanie Schroeter, director of marketing. She says the company's customer base has found many productive and unique ways to put the money to work. "Our customers are very creative in their use of the funds. They've used funding to print specialized literature or mini-catalogs. They use the funding to create incentives for their customers," Schroeter says. "I am continually sur- prised by the inventive ways distributors can fi nd to effectively use co-op funding." "We don't limit their decisions. [Dis- tributors] have a lot of options," adds VanCamp. "The funds are there so they can market our brand and our product lines that they stock to their customers." Building such a connection is another valuable trait of cooperative marketing programs. One that benefi ts the suppli- ers and distributors alike. Establishing or strengthening the link between a supplier and distribution point ensures customers always exactly know where to go when they need a part. "A coop marketing program is more than just coop marketing dollars. The most successful marketing programs come from a coop approach to the entire process working together to build pro- grams to grow the business," says Steve McEnany, vice president of Marketing and Technology at Midwest Wheel. This is especially valuable with brand- loyal customers who appreciate premium products. "Our customers like to know we're carrying the good stuff," Polok says. "It reassures them that when they buy from us, they are getting the best parts." W W W . T R U C K P A R T S A N D S E R V I C E . C O M M a r c h 2 0 1 6 | T R U C K P A R T S & S E R V I C E Most aftermarket suppliers offer distributors a multitude of options for spending cooperative marketing funds. Below are four of the most popular options. Coop marketing methods Merchandise: Distribu- tors may spend cooperative marketing funds to purchase shirts, hats, calendars, etc. to give to customers as a perk of doing business. Coop funds also can be used to purchase gifts for sponsored contests and/or events. Promotional items: This can include anything from a sales fl ier e-mail blast to a product catalog distributed by sales people. Produced with content provided from suppliers, these materi- als showcase the supplier product lines supported by the distributor. Signage: Many aftermarket suppliers also will produce retail display signage for distributors as a way to jointly promote product lines. This allows distributors to acquire high-quality signage at a discounted rate. Events: Other distribu- tors choose to allocate their available funds for various customer-centric activities. These events (such as open houses and golf outings) allow distributors to heavily pro- mote their vendors' brands to a captive, engaged audience. Southwest Truck Parts tries to spread out its cooperative marketing funds to purchase a variety of products to provide its customers.