If you run a Chrysler, Jeep, Dodge or Ram dealership and want to widen your reach, automotive advertising is a great way to do that. However, it can get expensive. That’s why many dealers join the Chrysler co-op program, Jeep co-op program, Ram co-op program or Dodge co-op program. These programs are designed to help you with your marketing budget by reimbursing you for approved advertising.
In this article, we’ll discuss how the programs work, why they’re worth looking into, and how Dealer Stream’s automotive marketing co-op solutions can help you make the most of your dealership marketing strategy.
What is the Stellantis Co-Op Program?
The Stellantis co-op program is an advertising program that allows you to share marketing costs between your dealership and the manufacturer. Every time you run approved automotive advertising, Stellantis pays you back for a portion of your bill through their dealer advertising reimbursement. Using the program, you both will benefit, since they provide brand recognition, while you put in local marketing work to drive sales.
The Stellantis co-op program applies to Chrysler, Jeep, Dodge and Ram, so if you’re a dealer for one or all of these brands, you can use the program. Additionally, with the co-op program, Stellantis makes sure that your dealership marketing matches their national campaigns, yet they still give you the freedom to serve ads to your local audience.
Why Should You Use the Chrysler, Jeep, Dodge and Ram Co-Op Programs?
The main benefit of the program is financial. Instead of paying for 100 percent of your marketing, you’re only covering part of the expense while Stellantis reimburses you for the rest. However, financial reimbursement isn’t the only benefit. Here, we cover a few more reasons why you should take advantage of the Chrysler co-op program, Jeep co-op program, Dodge co-op program and Ram co-op program.
Branding
The Stellantis co-op program was made so that the dealerships they work with stay in line with Stellantis’ national advertising efforts. That means that when you join the program, your dealership gets the halo effect of national campaigns while still speaking to your own local buyers.
Reduced Risk
Automotive advertising is an investment, and not every ad will bring the return you’re hoping for. With dealer advertising reimbursement, the risk is lower because you’re not funding it all yourself.
Flexibility
You can choose from different ad platforms like social media, Google ads, streaming TV, radio, print or event sponsorships, as long as they fall within the Stellantis guidelines.
Bigger Reach
When you have more money to spend, you can get more exposure. By using the program, you can run larger campaigns than you’d be able to afford on your own.
How Does Dealer Advertising Reimbursement Work?
You’ll set up your ads, document what you spend, and submit the forms for reimbursement. If Stellantis approves, you’ll get reimbursed for a portion of your spending.
Plan Your Campaign
You’ll start by choosing whether you want to highlight new vehicle releases, seasonal promotions, service specials, etc. If you’re not sure how to plan an effective ad campaign, Dealer Stream can help.
Make Sure It’s Compliant
The Stellantis co-op program has guidelines for things like logos, disclaimers, approved copy and how the brands should be represented. It’s important to make sure all your ads are compliant with their guidelines.
Run the Ad
This could be a digital campaign on Facebook, a YouTube ad, or a local radio spot, etc.
Submit for Reimbursement
Collect invoices and proofs of performance like screenshots or airtime reports, and then submit everything to Stellantis.
Get Paid Back
After a review period, you’ll receive reimbursement for the approved portion of your spending. The exact percentage can vary, but Stellantis will help cover your automotive marketing costs when you follow the program rules.
What Should You Know About the Different Programs
Each Stellantis co-op program is slightly different. Here, we cover what you need to know.
Chrysler Co-Op Program
When it comes to the Chrysler co-op program, the focus is usually on highlighting Chrysler’s position as a reliable, family-oriented brand. Campaigns often emphasize safety and comfort, which are features that appeal to households who tend to make more practical decisions. For you, that means your Chrysler dealership marketing may include things like ads featuring family-focused messaging, ads targeting minivan shoppers in your area, or ads in community magazines or parenting publications.
Jeep Co-Op Program
The Jeep co-op program is all about adventure and lifestyle branding. Jeep buyers aren’t just purchasing a vehicle, they’re buying into a culture. Examples of how to use this in your marketing may include social media ads targeting outdoor enthusiasts or YouTube ads featuring Jeep lifestyle videos. Because the Jeep co-op program aligns with a national brand identity, you’ll be able to ride the wave of Jeep’s massive market presence while Stellantis chips in on the cost.
Ram Co-Op Program
Ram trucks carry a reputation for durability and performance. The Ram co-op program makes it easier for you to highlight local promotions while staying in line with Ram’s larger messaging. This might include campaigns targeting contractors and small business owners or event sponsorships at county fairs or trade shows. With the Ram co-op program, you should try to position your dealership as the go-to source for hardworking customers who need reliable trucks.
Dodge Co-Op Program
While Chrysler, Jeep and Ram tend to take most of the attention for co-ops, Dodge is still a strong contender. Your digital ads can promote muscle cars, special editions or local car show sponsorships.
Learn More About Automotive Advertising with Dealer Stream
If you want to take advantage of the Stellantis advertising fund program, we suggest working with an agency that has experience with co-op programs and knows their rules.
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 dealership marketing services, contact us today.