Summertime Co-op


Summertime Co-op

With Memorial Day Weekend in the rear view mirror everyone’s thoughts turn to summertime and vacation mode. With co-op advertising, that gives us a raft of new things to focus on and new brands to explore. Think of the things folks do in the summertime and then focus on the brands of products that exist in that area. For example:

Summer Road Trips…lots of tire brands count on those and several have promotions available to help their dealers get the word out. Brands like BF Goodrich, Michelin, Goodyear, and Hankook all have sales promotions going on through the month of June with special offers on replacing your set of tires. Lucrative co-op offerings as well that can pay up to 100% of the ad costs.

Pool Time…while there are a few pool brands that offer co-op to its dealers, the easier co-op to discover lies in the chemicals and products to help keep that pool looking good. Brands like AquaBot, Hayward, and Zodiac with their automatic pool cleaners are a hot topic right now. And don’t forget the pool chemicals with products like Leisure Time and Baquacil that have solid co-op offerings as well.

Bar-B-Que…nothing says summer better than grilling outdoors and most of the grill brands have advertising programs to support their local dealer base. Companies like Broilmaster, Big Green Egg, Dimplex, and Weber have programs to keep your customers top of mind when somebody’s grill needs replacing.

Come the end of June a bunch of seasonal plans will expire and the earned co-op will simply disappear. One of the brands whose co-op plan expires at this time is Weber Grills…take note of that one and get your local dealer to run some Father’s Day promotion before their co-op expires. Other brands of note with expiring co-op in June include Amarr Garage Doors, Aveda Beauty Care, BRP ATVs, Columbia Flooring, Do It Best Paint, Flexsteel Furniture, Honda Outboards, Jayco Rvs, Karastan Carpet, Mohawk Carpet, Nikon Cameras, Oreck Vacuums, Snapper Lawnmowers, Stainmaster Carpet, Toyota Parts & Service, and Vespa Scooters.

It should be a busy month for you. Go sell something.

Tim Brennan, VP of Strategic Development for Recas

This information is provided by LSA Recas to help take the mystery out of co-op advertising. For more information on how Recas can help expand your brand advertising potential, please visit Email Tim at 

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