A Guide To

Selling and UnlockingDigital Co-op

Thunder is a creative management platform, an HTML5based solution for building display ads

www.makethunder.com

Table of Contents

Understanding Co-op

What is it all Worth?

5-Step Strategy to Selling Co-op

Selling Co-op Example

Setting up for Success

What is Co-op?

Defined: A joint venture between a manufacturer and a retailer whereby themanufacturer will reimburse the retailer in part or full for advertising expenditures

Who Benefits?

Sales Reps

Local Advertisers

Manufacturers

Manufacturer Benefits

Local Advertiser Benefits

By providing co-op funds to local advertisers, manufacturersare able to get brand exposure, as well as local footing inmarket without having to run campaigns themselves

For local advertisers, co-op marketing is a wise advertisingstrategy. It is advertising at a lower cost. By teaming up withmanufacturers, local businesses are able to gain big brandassociation and get financial support at the same time

Local advertisers and manufacturers aren't the only ones whobenefit from co-op marketing. Sales reps can make moremoney and hit their digital goals. It is often an "easier sale"since advertisers can be reimbursed for their advertising

Sales Rep Benefits

What is it all Worth?

AT LEAST 40% OF IT, $14 BILLION GOESLEFT UNUSED

A recent study by Netsertive and Borrell Associates reportsco-op programs totaling more than $36 Billion in what is

essentially free money

Why is all this money being left on the table?

Advertisers are not aware of current co-op programsMisalignment between brands and local advertisers Local advertisers do not have enough resources to take advantage of co-op

A 2015 Borrell study showed only 15.5% out of 3,741 localadvertisers are currently participating in co-op programs

Getting Started

Considering all the benefits tied to co-op advertising, andthe amount of money that is left on the table year after year,

why not start taking advantage of co-op?

Whether you are a co-op expert or just gettingstarted, Thunder Co-op Advantage has

developed a 5-step strategy designed to helpusers of all levels start selling co-op today!

SIGN ME UP!

IND

NLOCK

AVIGATE

EVELOP

UPPORT

FUNDS

Introducing ... FUNDS

A 5-Step Strategy to Selling Co-op

FINDAvailable Co-op Plans

Before pitching co-op to local advertisers, you first want to locateavailable co-op plans that are relevant to them.

Pro tip:Some advertisers will carry multiple brands, and with each brand having

their own co-op program, there is potential for a bigger sale!

Think big brands! Most manufacturers have co-op programs,and those with big ticket items such as automotive, applianceand HVAC brands may have more co-op funds available.

Active co-op plans can be found multiple different ways. Ifyou have access to a 3rd party co-op facilitator such as LSA,AdMall or Recas, utilize their brand search tool.

Working without a 3rd party is just as simple. Approach anadvertiser and request they contact their local manufacturerrep for opportunities within the brands they carry.

UNLOCKCo-op Dollars

How do local advertisers find out the amount of co-op dollars available to them?

Co-op dollars are accrued. The money a local advertiser earns for co-op advertisingis typically based on the amount of purchases they have made from a manufacturer.

Dealerships and local advertisers typically have aunique vendor or account number which you can leverageto help find out how many dollars they have available.

Help local advertisers UNLOCK co-op dollars by workingdirectly through the advertiser or through their district ormanufacturer rep.

How do local advertisers earn co-op dollars?

NAVIGATE& Pave the Way

Once you've found active co-op plans, and unlocked the dollar amountavailable for an advertiser, now it's time to lead the way through the

ever-changing world of co-op advertising.

Pay attention to co-op plan and dollarexpiration dates and plan ahead.

Keep a lookout for any promotion specific requirementsand make ad creative changes accordingly.

Check co-op plans and available funds for allbrands an advertiser carries.

Create spec ads to complement your sales pitch.

DEVELOP A co-op campaign plan

You've paved the way! You have the active plan and the amount of co-opdollars an advertiser has available for use.

Next, develop a campaign plan. Be more than their sales rep, be theirmarketing consultant!

Develop a plan that fits the advertiser's needs. Find out whattheir current monthly advertising budget is, who their targetaudience is, and if they have a prime selling season that fallswithin the active plan dates.

Present a campaign schedule combining what they currentlyspend as well as their available co-op budget. Always present themost beneficial campaign schedule possible for the advertiser togain visibility, and in turn leading to more units sold.

SUPPORTLocal advertisers throughoutthe claiming & reimbursement process

Local advertisers need as much support on the co-opfront as you can provide them.

Once an advertiser has given the go-ahead to run a co-op fundedcampaign, all ad approvals for the campaign need to be sent to the co-op

administrator for that manufacturer.

With all the guidelines from the co-op plan at your fingertips, you can provide the advertiserwith a feel-good message. You know who the correct contacts are, what the plan and claim

requirements are and what the advertiser will need in order to get reimbursed.

Plus, by offering advertisers great support, it is more likelythat you will also get a renewal sale!

Let's put what we justlearned into action, usingBob's Appliance Store asan example advertiser

FINDAvailable Co-op Plans

Finding co-op opportunities for Bob's Appliance Store can be as easy aslooking around at what brands Bob sells. Each brand has their own co-opbucket of available funds. The amount of funds Bob has available willmost likely be tied to how much product he purchased from eachmanufacturer. For this example, Bob sells Jenn Air and Maytag products

We've determined the products sold at Bob's appliance store. Next, let'slocate the active plans. Help Bob contact the district or manufacturer repsfor each brand. In Bob's case, both brands have funds available

Alternatively, if you have access to a 3rd party provider you can alsoleverage their brand search tools to pull up the current plan details

UNLOCKCo-op Dollars

Pay extra attention to fund expiration dates. It's January and Bob's $2,500will expire at the end of June. Use this fact to create urgency in the sale

Pro tip: When reaching out to a manufacturer and/or district rep it canoften be beneficial to have Bob reach out directly. Since he is the directcustomer, chances are he may receive the information faster

Using the vendor or account number associated with eachmanufacturer for Bob's Appliance Store, unlock the dollar amountavailable to use. In total, Bob has accrued $2,500 of extra ad spend

NAVIGATE & Pave the Way

We found the current plan and the amount of co-op funds Bob has available.Now let's double check the plan, and the design and claim requirement fineprint. In Bob's case, each ad must include specific brand logos, text andcurrent product promotion. Using a Thunder Co-op Advantage ad will alsogive Bob the opportunity to promote his own store

After reviewing the plan and the design and claim requirements, present allthe information to Bob in a clear and straightforward format. The extrareview will help keep Bob rest assured his campaign will run smoothly andhe will get reimbursed

Keep the administrator contact info for Jenn Air and Maytag handy as thiswill be who you need to contact for pre-approval, submission and claiming

DEVELOP A co-op campaign plan

It's January and Bob's hottest selling period is February through June. Bobusually spends $1,000 per month during this time period

You found $2,500 in available Maytag co-op with 100% participation. The co-opmoney is set to expire at the end of June

$2,500 in available co-op divided over 5 months, is $500 per month in newadvertising. Put together a 5 month schedule combining what Bob spendscurrently as well as the $500 in available co-op

SUPPORTLocal advertisers throughoutthe claiming & reimbursement process

Bob has given you the green light to run a co-op funded campaign. Nowit's time to get everything together, starting with pre-approval. Reviewthe plan or find out from the district rep where to access pre-approvalforms and who to submit them to

Follow the claim requirements listed in the co-op plan. Often times,manufacturers will request a paid media invoice and sample of the ad.Every manufacturer is different so be sure to follow the instructions closely

Lock in the renewal sale for the next round of funds

After the campaign has run its course and the correct information has beenprovided for claiming, Bob will be reimbursed for his co-op campaign. Similarto claim requirements, reimbursement periods can vary by manufacturer.Provide Bob with the expected delivery date and form for his remibursement

But wait...there's more!As an added bonus, here are a

couple extra pointers to help setyou up for success.

Next time co-op advertising leavesyou feeling a little overwhelmed,

just think of FUNDS.

Setting up for Success

Build All At Once Thunder co-op Advantage

ad designs areautomatically built in both

desktop and mobile adsizes

Make It PersonalThunder Co-op Advantage

ad designs are built permanufacturer specs, with

additionalroom for local branding

Pre - Approve

Follow Claim Requirements

Reimbursement

Setting up for Success

In all cases, pre-approval is a good idea. It ensures the admeets specifications and that the retailer will bereimbursed. Leverage your 3rd party provider ormanufacturer district rep for pre-approval forms.

After the ad schedule has been run and invoiced tothe advertiser, most manufacturers will ask you tosubmit your co-op claims. Similar to claimrequirements, the co-op plan will list out thespecifics including how and when the retailer willget reimbursed.

Abide by the manufacturer's claim requirements.Claim requirements generally ask for theadvertisement or sample screenshot. The co-op planwill specify these items.

Remember... to start sellingco-op, think of FUNDS and you

will be on your way tosuccessfully selling co-op!

SALEGood luck with your next

Want more? Visit Thunder's support portal to access additional materials!

Thunder is a creative management platform, an HTML5based solution for building display ads

www.makethunder.com