April 3, 2025
In the competitive world of automotive dealerships, marketing budgets are often stretched thin.
Co-op programs offered by Original Equipment Manufacturers (OEMs) provide a lifeline, reimbursing a significant portion of advertising expenses and enabling dealerships to amplify their reach. However, the complexity of these programs—each with its own rules, deadlines, and requirements—can make them a challenge to manage. A great co-op partner can transform this challenge into an opportunity by focusing on three critical areas: optimization, utilization, and submission of co-op funds. As the experiences of our clients at COOPABLE demonstrate, the right partner can unlock the full potential of your dealership’s marketing dollars.
Optimization: Turning Co-Op Funds into Strategic Wins
Optimization is about more than just claiming co-op funds—it’s about using them strategically to achieve the best possible outcomes for your dealership. With multiple OEMs, each with distinct guidelines, it’s easy to miss opportunities to maximize your reimbursements. A great co-op partner brings expertise and strategic insight to the table, ensuring that every dollar is allocated effectively.
Marla R. Cardenas, Platform Director at Team Gillman, highlights this in her experience with COOPABLE: “COOPABLE keeps us informed on our balances and provides strategic recommendations to help us maximize every opportunity.” Marla’s experience shows how a proactive approach allows dealerships to plan campaigns that align with their goals while ensuring they’re getting the most out of their co-op funds. Instead of simply spending the money, a great partner helps you optimize it—turning it into a tool for growth.
For Chip Alvey, E-Commerce Director at Oxmoor Auto Group, this optimization translated into measurable results: “COOPABLE is the most effective ROI I have to optimize my reimbursable spend with my 9 different OEMs.” Managing nine different OEMs is no small feat, but with a partner that understands how to navigate each program, Chip was able to optimize his spend, ensuring that every campaign delivered maximum value. Optimization isn’t just about spending—it’s about spending wisely, and a great co-op partner makes that possible.
Utilization: Ensuring No Co-Op Dollar Goes to Waste
One of the biggest risks of co-op programs is leaving money on the table. Funds often come with expiration dates, and if they’re not used in time, they’re lost forever. A great co-op partner ensures full utilization of your co-op dollars, helping you avoid missed opportunities and making sure every available dollar is put to work for your dealership.
Chip captures this benefit perfectly: “COOPABLE collects, submits, and tracks my unique OEM COOP dollars so that I can optimize spend, and never have to explain why I left COOP dollars unused.” For dealerships, unclaimed funds can lead to tough conversations with stakeholders—why wasn’t the money used? Why was an opportunity missed? A great co-op partner takes that burden off your shoulders, ensuring that every dollar is utilized before it expires.
This focus on utilization is especially critical for dealerships managing multiple OEMs, where the risk of overlooking funds is higher. Marla emphasizes the broader impact: “This service is a valuable asset for dealerships of all sizes.” Whether you’re a small independent dealer or a large automotive group, a co-op partner ensures that no funds go to waste, allowing you to fully utilize your marketing budget to drive sales and growth.
Submission: Simplifying a Complex Process
The submission process for co-op claims can be a nightmare for dealerships. Each OEM has its own set of rules, documentation requirements, and deadlines, and a single mistake can result in a denied claim. A great co-op partner streamlines this process, handling the paperwork and ensuring that every submission is compliant and on time.
Jennifer Martel, Director of Marketing at McGovern Automotive Group, speaks to this directly: “Their expertise as the only company dedicated exclusively to this field shines through in their seamless handling of our programs, maximizing reimbursements while keeping everything compliant and stress-free.” By taking on the submission process, a great co-op partner removes the stress of navigating complex OEM guidelines, allowing dealerships to focus on what they do best—selling cars. Jennifer’s experience underscores how a specialized partner can make the submission process seamless.
Marla also highlights the expertise that makes this possible: “There is no one else in the dealership world who does what they do. Their deep understanding of each of our OEM programs, coupled with exceptional communication, truly sets them apart.” This deep knowledge ensures that submissions are handled with precision, reducing the risk of errors and ensuring that dealerships receive the reimbursements they’re entitled to. A great co-op partner doesn’t just submit claims—they submit them right the first time.
The Power of Partnership in Co-Op Management
What ties these three themes together—optimization, utilization, and submission—is the power of a true partnership. A great co-op partner doesn’t just provide a service; they work alongside you to understand your dealership’s unique needs and goals. Marla puts it best: “They genuinely embody the true meaning of a vendor partnership.” This collaborative approach ensures that your co-op funds are managed effectively, from start to finish.
For dealerships of all sizes, this partnership can be a game-changer. Jennifer sums it up well: “I’d recommend COOPABLE to any dealership looking to simplify and optimize their co-op process.” By focusing on optimization, utilization, and submission, a great co-op partner like COOPABLE ensures that your dealership isn’t just claiming funds—it’s using them to drive real results.
Don’t Let Co-Op Complexity Hold You Back
Co-op programs are a powerful tool for dealerships, but their complexity can be a barrier to success. A great co-op partner removes that barrier, helping you optimize your spend, utilize every dollar, and submit claims with confidence. With their expertise, strategic support, and commitment to partnership, they can transform your co-op program into a competitive advantage. Don’t let unclaimed funds or missed opportunities hold your dealership back—partner with a co-op expert and unlock the full potential of your marketing budget.
