Co-op advertising (cooperative advertising) is a cost-sharing marketing program where a manufacturer, vendor, or brand reimburses part (or all) of a retailer or dealer’s advertising costs that buy and promote their products or services. 

It’s one of the most underused and most valuable tools for small to medium sized businesses, because it lets you advertise more while spending less. It also gives you the confidence of knowing these are campaigns that work for businesses like yours. 

How Co-Op Advertising Works 

Here’s the basic setup: 

1. A brand offers co-op funds. 
   Example: Generac offers 50% reimbursement for ads promoting their generators. 

2. The local dealer or retailer runs ads. 
   You create and pay for ads that feature the brand’s products — often including their logo, tagline, or approved imagery. 

3. You submit proof of the ad running for reimbursement. 
   You send in your ad, invoice, and proof of payment to the brand. 

4. The brand reimburses you. 
   Usually, the manufacturer reimburses 50% to 100% of your ad costs — sometimes its cash or as a credit toward future purchases. 

Common Co-Op Advertising Channels 

You can typically use your co-op funds for: 

• Google Ads / Meta (social media) campaigns 

• Print ads (newspapers, magazines) 

• Radio or TV spots 

• Outdoor ads (billboards, vehicle wraps, signage) 

• Website or SEO promotions 

• Local event sponsorships 

Each manufacturer sets their own rules about what qualifies and what ads you can run. 

How to Use Co-Op Advertising Effectively 

1. Ask your vendor or manufacturer rep if they offer a co-op program — many do but don’t promote it well. 

2. Get the program guidelines. 
   These outline: 

1. Eligible media types and spend limits 

2. Minimum logo or mention requirements 

3. Reimbursement percentage 

4. Approval and claim process 

3. Plan your campaigns around those funds. 
   For example, if Generac offers 50% co-op, you can double your ad reach for the same cost. 

4. Submit ads for pre-approval. 
   This is very imporant and avoids getting denied later for not following brand requirements. 

5. Track and submit your claims promptly. 
   Deadlines are often 30–90 days after the ad runs. 

📈 Example 

Let’s say you’re a local generator dealer spending $2,000 on digital ads that include Generac branding. 
Generac’s co-op program reimburses 50%, so you’d get $1,000 back — effectively cutting your ad cost in half. 

How Buried Treasure Marketing Can Help 

If you’re working with co-op programs, a marketing agency like Buried Treasure Marketing can: 

• Identify available co-op programs from your vendors 

• Create compliant ad creative that meets brand requirements 

• Handle submissions and proof-of-performance paperwork 

• Optimize your campaigns so you get the best ROI for your co-op dollars 

Bill Moore 

Billmoore@buriedtreasuremarketing.com 

727-744-8089