Most General Managers and Marketing Directors know co-op funds are available. The real challenge is getting those funds approved and reimbursed. The process can be time-consuming, confusing, and easy to get wrong.
Here are the biggest reasons dealerships lose valuable co-op money.
Complex Rules That Keep Changing
OEM advertising guidelines change often. Something as small as a missing disclaimer, the wrong logo, or incorrect formatting can cause your claim to be denied. When that happens, your dealership pays the full advertising cost.
Funds Expire If You Don't Use Them
Most co-op funds have quarterly or annual deadlines. If you do not submit approved advertising before those deadlines, the money expires and cannot be recovered.
Too Much Paperwork
Submitting a co-op claim takes time. You may need invoices, ad samples, campaign reports, broadcast scripts, proof of performance, and other documents. Most dealership marketing teams simply do not have the time to manage the entire process.
Working With the Wrong Marketing Partner
Not every marketing agency understands OEM co-op requirements. If your campaigns do not meet manufacturer guidelines, your reimbursement can be denied.
Our 4-Step Process to Help You Maximize OEM Co-Op Funds
At Motivated Marketing, we work as an extension of your dealership. For more than 17 years, we've helped over 200 dealership locations nationwide maximize their OEM co-op budgets.
Review Your Available Funds
We review your dealer portal or work directly with your OEM representative to identify:
- Available co-op funds
- Submission deadlines
- Eligible advertising channels
Create Compliant Advertising
Before any campaign launches, we make sure every marketing asset meets OEM requirements.
This includes:
- TV commercials
- Radio ads
- Direct mail
- Google Ads
- Facebook and Instagram campaigns
- SEO content
Launch High-Performing Campaigns
We build local campaigns designed to generate more:
- Website traffic
- Phone calls
- Leads
- Showroom visits
Our campaigns can include paid search, social media, streaming TV, radio, and traditional advertising.
Handle Every Co-Op Submission
Our in-house co-op specialists manage the entire reimbursement process for you.
We prepare and submit:
- Pre-approvals
- Invoices
- Scripts
- Performance reports
- Required documentation
Our goal is to make the process simple while helping you receive the maximum reimbursement available.
What Marketing Qualifies for OEM Co-Op?
Coverage varies by manufacturer, but many OEMs allow co-op funds to be used for:
Digital Advertising
- Google Search Ads
- YouTube Ads
- Facebook and Instagram Ads
- Vehicle retargeting campaigns
- Social media campaigns
TV, Video, and Radio
- Television commercials
- Radio advertising
- Connected TV (CTV)
- Streaming TV (OTT)
- Video production
SEO and Local Search
- Search engine optimization
- Google Business Profile optimization
- Local content marketing
Direct Mail and Sales Campaigns
- Direct mail
- Service promotions
- Trade-in campaigns
- Customer retention campaigns
Frequently Asked Questions
You can view your available co-op funds, deadlines, and approved marketing categories through your manufacturer's dealer portal. Your OEM representative or the Motivated Marketing team can also perform a complete co-op audit for you.
If your claim is rejected because it does not meet OEM requirements, your dealership may lose the reimbursement and be responsible for the full advertising cost. Working with an automotive marketing agency that understands OEM compliance helps reduce that risk.
Yes. Many manufacturers allow co-op funds to be used for Google Ads, paid social media, video advertising, SEO, and other approved digital marketing services. Eligibility depends on your manufacturer's current co-op program.
Don't Leave Your Co-Op Budget Unused
Whether you operate a single rooftop in Charleston, SC or a multi-state dealer group across the Southeast, every dollar left unspent in your co-op portal is money spent by competing dealers down the road.
Ready to claim 100% of your OEM funds?
Contact the automotive marketing experts at Motivated Marketing today.
Explore CO-OP Management- Address7091 Rivers Ave, North Charleston, SC 29406
- Direct Phone(843) 856-7322
- Emailinfo@motivatedmarketing.com
- Websitemotivatedmarketing.com