Putting the Cooperation Back into Co-op Brand Marketing - Marketing
Construction Equipment Distribution magazine is published by the Associated Equipment Distributors, a nonprofit trade association founded in 1919, whose membership is primarily comprised of the leading equipment dealerships and rental companies in the U.S. and Canada. AED membership also includes equipment manufacturers and industry-service firms. CED magazine has been published continuously since 1920. Associated Equipment Distributors
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Putting the Cooperation Back into Co-op Brand Marketing

By Joanne Costin

Article Date: 01-01-2013
Copyright(C) 2013 Associated Equipment Distributors. All Rights Reserved.

Experts say 40 percent of co-op advertising dollars are left on the table. Will manufacturers and dealers ever be on the same page when it comes to building their brands?

There are a lot of dollars on the table. Co-op advertising amounts to an estimated $50 billion annually for all U.S. retailers. Shouldn't construction equipment dealers and manufacturers both be asking why their co-op programs aren't utilized? Manufacturers need dealers to connect with buyers in local markets just as dealers need manufacturers to build brand awareness for the products they sell. So why the disconnect? There doesn't appear to be one reason, but rather many.

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