How to Maximize Your OEM Co-Op Program (Without Losing Your Mind)

If you're a GM, a marketing manager, or even just someone wearing one too many hats at your dealership, here's something you need to hear:

You probably have money on the table.

That money is called co-op. And while it isn't technically free money, it's money you've already earned by being a franchise dealer. In this guide, I'm going to walk you through exactly what co-op is, how it works, what you can use it for, and how to actually get paid back. This info comes straight from a Dealership fiXit Podcast episode I recorded with Sarah M. Brown, one of the best in the business when it comes to co-op strategy.

What is Co-Op?

Co-op is short for cooperative advertising funds. It’s the money your OEM (Original Equipment Manufacturer) sets aside for you to market their products.

Let’s say you’re a Polaris dealer. Every time you buy a new Polaris unit, Polaris sets aside a certain dollar amount you can use for marketing. Some OEMs do this based on prior-year sales, others do it in 6-month increments based on current orders. The point is: you’re earning it whether you know it or not.

Why Co-Op Matters

If you’re spending money on:

• Facebook or Google Ads
  
  
• Mailers and flyers
  
  
• Radio or OTT
  
  
• Events and sponsorships
  
  
• Even dealer websites and classified sites
  
  

...you can probably get 40 to 70 percent of that money reimbursed. In some cases, even 100 percent.

But most dealers don’t track it well. And that means they’re either:

• Spending money on the wrong ads
  
  
• Missing out on funds that expire
  
  
• Doing the submissions but not getting reimbursed (denial)
  
  

What Can Be Co-Op’d? (More Than You Think)

Here are just a few items you can often get reimbursed for:

• Facebook + Google Ads (especially OEM-focused campaigns)
  
  
• Influencer partnerships
  
  
• MotoHunt.com & ATVHunt.com (and other) classified listings
  
  
• SEO and landing pages
  
  
• Direct mail, postage, and creative
  
  
• Inventory ads + form leads
  
  
• Banners, POP materials (if you use approved vendors)
  
  
• Event costs like food, booths, swag
  
  
• Video shoots and photography
  
  
• Even online chat widgets or email newsletter software
  
  

Each OEM is different. Some, like Yamaha, are easier. Others, like Honda or BRP, have stricter rules or require preapproval. Harley-Davidson now even co-ops used bike campaigns (unheard of in powersports).

How to Start Using Co-Op the Right Way

Step 1: Know What You Have
Log into your OEM portals at the start of every month. Track:

• Your available balance
  
  
• Pending submissions
  
  
• Preapprovals needed
  
  
• Upcoming expirations
  
  

A simple spreadsheet is all you need. We made a template if you want it.

Step 2: Plan Ahead
Don’t wait until after the event or campaign. Some OEMs require pictures, invoices, and even pre-approvals. If you miss that? It’s gone. For good.

Step 3: Follow the Process
Typical flow looks like:

1. Get preapproval (for custom creative)
   
   
2. Launch the campaign
   
   
3. Gather your proof (invoices, screenshots, photos, reports)
   
   
4. Submit the claim
   
   
5. Follow up if needed (and resubmit the denials with required info)
   
   

Step 4: Use Both OEM + Custom Creative
OEM-provided graphics usually earn a higher split (sometimes 70 percent back). But they’re not always the best for your local market. So mix in custom creative when needed, just get it approved first.

Step 5: Work With a Pro (Or Get a Dedicated Person)
If you’re managing more than 3 multi-line stores, you need either a co-op-trained employee or an agency. This stuff changes constantly. It’s messy. And it’s worth real money when done right.

Common Mistakes That Cost Dealers Thousands

• Not knowing how much co-op money you actually have
  
  
• Missing submission deadlines
  
  
• Skipping required disclaimers (like TM for Kawasaki "Ninja" or "Mule")
  
  
• Failing to gather the right event photos
  
  
• Submitting after funds have already expired
  
  

We’ve seen dealers lose $5,000 to $20,000 from a single event because of disorganized submissions. Don’t let that be you.

Co-op isn’t a bonus. It’s money you’ve earned. But you only get it back if you follow the steps and stay organized.

If you’re not tracking your balances, planning your campaigns, and collecting your documentation before the campaign runs, you’re going to leave money on the table.

And if you need help, we do this all day, for dealerships across the country.

Need a co-op tracking template? Email us. Want a team to handle it for you? Let’s talk.

This blog was based on an episode of the Dealership fiXit Podcast featuring Sarah M. Brown. You can subscribe to the show wherever you get your podcasts for more dealership strategies just like this.

Want more wins like this? Download the Ultimate Used Inventory Playbook here.