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.

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Putting the Cooperation Back into Co-op Brand Marketing

By Joanne Costin

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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Associated Equipment Distributors (AED) is an international trade association representing companies involved in the distribution, rental and support of equipment used in construction, mining, forestry, power generation, agriculture and industrial applications. AED member dealers are unique in that they are each authorized, via contract with an original equipment manufacturer, to inventory, sell and service new machinery in a given geography. More than 90% of AED's factory authorized dealers rent construction equipment as well. The Associated Equipment Distributors strongly adheres to and strongly advocates principles of integrity, ethics and fairness. The AED urges its members to conduct their businesses ethically and compatibly with the free enterprise system and the laws which govern it. Contractors can locate factory authorized construction equipment dealers at the MachineMart® web site.
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