If you’re running an Audi dealership, it’s a great idea to look into the Audi co-op program (also known as the Audi Tier III Marketing Covenant / Partner Program), which can help you expand your marketing without going over budget. In this article, we’ll discuss how the Audi co-op program works, how it can help you bring in more leads, and how Dealer Stream’s automotive marketing co-op solutions make it easy for you to make the most of your funds.
What Is the Audi Co-Op Program?
The Audi co-op program is a reimbursement system that you can apply to your automotive marketing. In essence, Audi wants its dealerships to advertise their vehicles with brand consistency. They want uniformity in how their brand is presented to customers. To achieve this, they’ve set up guidelines and a funding program. This program helps dealerships fund local campaigns that align with Audi’s messaging.
The way it works is fairly simple. You spend money on approved advertising and marketing efforts and then submit your expenses to Audi’s co-op program. From there, Audi will reimburse you a percentage of those costs.
Why You Should Join the Audi Co-Op for Dealership Marketing
Automotive advertising isn’t cheap, and costs tend to add up. Additionally, for a premium brand like Audi, you want to make sure your ads reflect the luxury of the cars you’re selling, which usually means spending yet more money on quality creative work.
This is where the Audi co-op program can help. Instead of taking on the entire cost yourself, you can lean on Audi’s Tier III Marketing Covenant / Partner Program for reimbursement.
The Audi Tier III Marketing Covenant / Partner Program
This is the official name for Audi’s co-op program at the dealer level. While Tier I handles national advertising and Tier II handles regional campaigns, Tier III marketing is where you will qualify an individual dealership. Under the Audi Tier III Marketing Covenant / Partner Program, you’ll find specific rules for what types of ads qualify, how to submit the right paperwork for reimbursement, and what percentage of reimbursement you can expect.
Some of the most common types of campaigns that qualify include paid search ads, social media ads, video advertising on platforms like YouTube or streaming TV, display advertising and retargeting ads. The program also allows traditional media like TV, radio, newspapers and billboards, and they may even help cover the cost for things like upgrades to your website. If it helps promote Audi and your dealership, there’s a good chance it’s eligible for reimbursement.
How to Make the Most of Your Automotive Advertising
Once you’ve joined the Audi co-op program, there are a few steps you can take to make sure you’re getting the most out of your automotive advertising.
Stay On Brand
Audi brands itself as a sleek, modern company. As you’re crafting your ads, make sure they reflect the feel of the brand. This will not only keep you eligible for reimbursement, but it will also resonate better with Audi car buyers.
Prioritize Digital Media
Though things like billboards and print ads still have their place, the smartest dealership marketing strategy usually prioritizes digital media. This is because digital ads (like those found in search engines and on streaming TV) are highly trackable, easy to adjust, and tend to provide a higher return on investment.
Track Your ROI
Track conversions, leads and sales that you can attribute to each of your campaigns. Again, this is easier when you prioritize digital ads, and we suggest starting there. The data from your campaigns will help you optimize your ads and also improve your reimbursement submissions.
Use Professional Help
Many dealerships partner with agencies like Dealer Stream that specialize in automotive advertising to help create their campaigns and handle all the paperwork for reimbursement.
How Does Dealer Advertising Reimbursement Work?
One of the biggest questions that needs answering is how exactly Audi dealers get reimbursed for dealer advertising. Typically, you’ll need to follow a few steps.
First, you’ll run an ad campaign that follows Audi’s guidelines. Keep all invoices, proof of performance and creative samples that are relevant to the campaign. When your submission deadline is approaching, submit your claim through the co-op portal and wait for Audi to process the paperwork and reimburse you. The exact reimbursement rate may vary depending on the type of campaign you ran and the current program rules, but in general, Audi is pretty generous compared to some other original equipment manufacturers (OEMs).
Our main tip here is to stay organized. If you miss deadlines or lose receipts, you won’t be eligible for reimbursement.
Common Pitfalls to Avoid
Before you get started with co-op spending, there are a few things you should be sure to avoid.
Missing Deadlines
Submissions usually have strict timelines. If you miss the deadline, you will not be able to be reimbursed.
Using Unapproved Creatives
It’s important to follow Audi’s creative guidelines or use pre-approved templates to make sure your ads qualify for reimbursement.
Poor Tracking
If you don’t keep receipts, screenshots and other types of reports, you won’t be able to get paid back for your advertising.
Why Choose the Audi Co-Op for Automotive Advertising?
Some co-op programs have strict rules or reimbursement rates so low it barely feels worth the hassle, but Audi’s Tier III Marketing Covenant / Partner Program stands out as one of the best programs available for dealers. First, they’re flexible, meaning you can choose campaigns and ad creatives that you think will fit your market. They also have strong reimbursement rates, so you’re not left covering the majority of the spend yourself, and offer support for digital marketing, which is a major bonus, since many co-op programs lag behind on approving modern channels. Finally, Audi understands its dealerships need premium advertising to reflect their brand, and they have options to help make this happen.
Learn More About Automotive Advertising with Dealer Stream
Ready to get started? At Dealer Stream, we help dealerships manage their co-op advertising dollars by taking over the process, making sure your campaigns are compliant and driven by results. If you’re interested in learning more about our car dealership marketing services, contact us today.