Co-op Advertising July 13, 2011

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MFM/BCCA Conference Speakers: Thank you for agreeing to speak and attend the Media Finance Focus 2011,MFM/BCCA's 51st annual conference, at The Westin Peachtree Plaza, Atlanta,GA. ABOUT MEDIA FINANCE FOCUS 2011MFM is the only not-for-profit organization exclusively representingfinancial/business executives in the media industry. The past Conferences haveattracted 500+ attendees who enhanced their professional competence bylearning from industry experts and peers. BCCA is the media industry's premierprovider of credit information, education, and networking opportunities whichenables members to efficiently manage credit risk and increase profitability. WHO WILL BE ATTENDINGVP/Finance, CFOs, CEOs, CAOs, COOs, Business Managers, Controllers, CreditManagers, Human Resources, MIS, Auditors, Partners, Tax Managers and othermedia (TV, Radio, Cable, Newspaper/print, and Emerging Media) executives &personnel are just some attendees. An attendee list will be given to you when youpick up your speaker badge and materials at the Conference Registration Desk(see below for details). Below is a brief overview of information you will need to attend the Conference. The Westin Peachtree Plaza Conference Hotel210 Peachtree StAtlanta, Georgia 30303(404) 659-1400

The Westin Peachtree Plaza Hotel Check-In / Check-OutCheck-in time is 3:00 p.m. Check-out time is 12:00 p.m. Overflow Hotel - The Renaissance866 W. Peachtree Street, NW Atlanta, Georgia 30308(678) 412-2400 The Renaissance (Midtown Atlanta) Check-in/Check-OutCheck-in: 3:00 PMCheck-out: 12:00 PM

Co-op Advertising… or Trade Promotion, Channel Marketing, Market Development Funding, etc., etc.

Why I’m qualified to talk about it from Retail to Media to the Manufacturer middle ground… Tim Brennan, Business Development Manager MultiAd Recas

Manufacturers spend many billions of dollars marketing their brands. But that doesn’t tell consumers where to buy the product LOCALLY.

And thousands of manufacturers will offer some kind of advertising assistance to their local

dealer base in an effort to help promote their brands at the community level.

Most commonly this comes in the form of Co-op Advertising support.

This will cover a portion of the costs of everything from media to merchandising.

•  Co-op Advertising is a partnership established between the manufacturer/distributor and the retailer to share the cost of advertising at the local level.

•  Sponsors cooperate in the copy as well as the budget/funding of local ads.

  Manufacturer/Distributor

Customer Retailer

Co-op Overview: What is it?

•  Funded in part or full by manufacturer but placed by local retailer, distributor, or wholesaler.

Accrual – The money a retailer earns for Co-op advertising, usually based on a percentage of purchases from the manufacturer but can sometimes also be a fixed amount.

Accrual Percentage – The percentage applied to a retailer's net

purchases that determines the accrual. Percentage amount varies with manufacturer.

Participation – The percentage of the advertising cost a manufacturer will

reimburse a retailer (retailer must have sufficient accrual and meet ad specifications).

Accrual Period – The period of time set by the manufacturer when

purchases can earn accruals. Accrual periods might be calendar year, prior year, six-month periods, quarterly periods, etc.

Performance Period – The period of time when a retailer must run ads in

order to qualify for Co-op reimbursement. The performance period can be during or after the accrual period.

 

Key Co-op Terms & Definitions

• Sells  $100,000  of  product  to  retailer  • Offers  Co-­‐op  with  2%  accrual  and  50%  reimbursement  

Manufacturer  

• Has  a  bank  of  $2,000  of  Co-­‐op  funds  to  use  • Must  choose  their  own  effecDve  ad  medium  with  Mfr  branded  ad  copy  

Retailer   • Media  sells  a  campaign  to  Retailer  valued  at  $4,000  • Can  assist  Retailer  in  gaining  ad  approval  and    claim  documentaDon  

Media  

• Will  reimburse  Retailer  for  50%  of  their  spend  up  to  $2,000  subject  to  compliance  of  the  campaign  

Manufacturer    

Example: Retailer purchases products at wholesale from Manufacturer for $100,000 Co-op Allowance: Includes many forms of advertising media…print, broadcast, online. Accrual Period: 1/1-12/31/2010 Accrual Percent: 2% Participation: 50% Performance Period: by December 31st, 2011 Co-op Accrual: $2,000

Co-op Overview: How does it work?

1

2

3

4

Goals are uniform across all Co-op arrangements

•  The primary objective is always to move inventory through the sales channel

•  Compliance standards include proper visual co-branding and relevant product info

•  Manufacturers may include certain Minimum Advertised Pricing requirements

•  In many cases the manufacturer will require prior approval for any co-op arrangement

•  In all cases the manufacturer will require verifiable documentation of costs involved

Co-op Overview: How can it help local business clients?

•  Increase reach and frequency of advertising…get more media for less money.

• Associate their name with a known manufacturer…brand affiliation.

• Attract new customers to their store location…increase traffic.

• Brand showcase should move more product…increase sales.

• Allow for smaller businesses to establish presence in the media…more mindshare in local community.

• Help them gain creative guidance and media placement support.

• Can vary widely in contents and requirements from one manufacturer to the next…

• Sometimes need to be negotiated as part of the deal process…

• May include many different rules and requirements that make it unseemly for dealer participation…

Many different types of Co-op Plans…

• At the dealer level, plan info comes in many formats from different vendors

• Sometimes is left to the manufacturer sales rep for delivery and explanation

• Material resources are sometimes in print, on CD, online, or delivered only on request from the dealer

• Outside help is often difficult to achieve from media or agencies

Very few resources for Co-op Plan data…

Regular Sales Opportunities

Mannington Mills, Inc. Plan #005884 Accrual: varies based on product line Percentage: 50-100% Accrual Period: 01/01-12/31/2010 Performance Period: 01/01-12/31/2011

How many local retailers are in your local market area?  

Regular Sales Opportunities

Benjamin Moore Plan #001966 Accrual: 2% Percentage: 50-75% Accrual Period: 01/01-12/31/2010 Performance Period: 01/01-12/31/2011

How many local retailers are in your local market area?

Regular Sales Opportunities

Honda Power Equipment Plan #004815 Accrual: 4% Percentage: 50% Accrual Period: 01/01-12/31/2010 Performance Period: 01/01-12/31/2011

How many local retailers are in your local market area?  

Regular Sales Opportunities

Matrix Essentials, Inc. Plan #021520 Accrual: Tiered Earning System Percentage: 50% Accrual period: 10/01-09/30/2011 Performance period: 10/01-09/30/2011

How many local retailers are in your local market area?

Co-op Overview: How big of an opportunity is it?

 •  Estimated $200 Billion available in

Co-op funds thru the USA with approximately $65 Billion devoted to “local accounts.”

•  An additional $35 Billion+ in Market Development/Opportunistic Funds are allocated for selective promotions

•  Estimated up to a third goes unused each year!

8%4%

75%

13%

TV Radio Newspapers Other

Source: NFIB

Overview Co-op Distribution

.

2010

Broadcast46%

Direct Mail4%

Other Print16%

Internet14%

Merchandising1%

Newspaper8%

Shows/Events3%

Outdoor5%

Yellow Pages 3%

ACB Media Analysis – Motorcycle

2009

Broadcast36%

Newspaper4%

Other Print18%

Outdoor8%

Direct Mail3%

Internet4%Merchandising

11%

Shows/Events5%

Yellow Pages 11%

Media 2010 2009Broadcast $2,535,519 $2,249,164Direct Mail $235,461 $193,227Internet $791,289 $248,781Merchandising $56,139 $697,024Newspaper $455,025 $285,300Other Print $917,913 $1,158,034Outdoor $284,751 $508,470Shows/Events $185,843 $328,850Yellow Pages $140,193 $705,632

Total $5,602,132 $6,374,482Source: ACB 3/2011

2010

Broadcast36%

Direct Mail24%

Newspaper23%

Merchandising1%

Internet8%

Outdoor3%

Shows/Events3%

Other Print2%

Yellow Pages 0.17%

ACB Media Analysis – New Automotive

2009

Media 2010 2009Broadcast $9,258,603 $8,665,642Direct Mail $6,048,278 $5,760,127Internet $2,052,845 $1,234,500Merchandising $367,835 $291,549Newspaper $5,993,558 $6,315,860Other Print $589,598 $800,769Outdoor $702,564 $692,453Shows/Events $654,039 $620,226Yellow Pages $43,102 $47,452

Total $25,710,423 $24,428,579

Broadcast35%

Direct Mail24%

Outdoor3%

Other Print3%

Shows/Events3% Yellow Pages

0.19%

Newspaper26%

Merchandising1% Internet

5%

Source: ACB 3/2011

.

2010

ACB Media Analysis – Auto Aftermarket

2009

Media 2010 2009Broadcast $1,188,876 $928,747Direct Mail $4,890,726 $4,866,941Internet $14,759 $8,135Merchandising $4,057,350 $3,265,002Newspaper $383,163 $262,675Other Print $552,092 $331,035Outdoor $326,621 $256,555Shows/Events $317,862 $117,227Yellow Pages $76,784 $56,188

Total $11,808,232 $10,092,506

Direct Mail41%

Internet0.12%

Merchandising34%

Outdoor3%

Other Print5%

Newspaper3%

Shows/Events3% Yellow Pages

1% Broadcast10% Broadcast

9%

Direct Mail 48%

Internet 0.08%

Merchandising 32%

Newspaper 3%

Other Print 3%

Outdoor 3%

Shows/Events 1%

Yellow Pages 1%

Source: ACB 3/2011

.

2010

Merchandising95%

Broadcast0.03%Other Print

5%Newspaper

0.01%

Direct Mail0.17% Internet

0.39%Shows/Events

0.35%

ACB Media Analysis – Entertainment

2009

Media 2010 2009Broadcast $36,714 $8,956Direct Mail $245,190 $32,433Internet $572,722 $1,173,703Merchandising $137,164,769 $147,210,506Newspaper $9,029 $88,196Other Print $8,007,261 $12,534,512Shows/Events $515,100 $25,171

Total $146,550,785 $161,073,477

Merchandising91%

Direct Mail0.02%

Broadcast0.01%

Internet1% Shows/Events

0.02%Other Print

8%Newspaper

0.05%

Source: ACB 3/2011

.

2010

Newspaper7%

Other Print3%

Outdoor13%

Shows/Events3%

Yellow Pages 2%

Direct Mail13%

Broadcast6%

Internet0.15%

Merchandising53%

ACB Media Analysis – Wireless

2009

Media 2010 2009Broadcast $2,346,391 $3,326,946Direct Mail $5,530,504 $4,360,605Internet $65,593 $0Merchandising $22,779,925 $21,966,026Newspaper $2,969,835 $4,914,023Other Print $1,176,780 $1,439,493Outdoor $5,738,261 $7,536,917Shows/Events $1,091,857 $414,101Yellow Pages $866,091 $771,618

Total $42,565,237 $44,729,729

Merchandising49%

Newspaper11%

Other Print3%

Shows/Events1%

Yellow Pages 2% Broadcast

7%Direct Mail

10%

Outdoor17%

Source: ACB 3/2011

Co-op Made Easy…4 Simple Steps

1. Co-op Advertising Research Investigate brand name products for available trade promotion arrangements and provide plan details, proposal documentation, and funding information*.

2. Brand Advertising Opportunities Provide the national print advertising promotions for the product lines you carry to capitalize on the manufacturer’s national programs.

3. Advertising Approval Service Have finished cost outlines and display advertising materials approved under the co-op guidelines by manufacturer co-op services to make certain of approved dealer promotion.

4. Co-op Claim Documentation Supply an invoice and tearsheet claim submission package to qualify as proof-of-performance under co-op guidelines to ensure your reimbursement.

Understanding Co-op Plan Specifics: Basics of a Co-op Plan

Prospecting for Co-op Leads

Brand by brand…dealer by dealer… Seeking local brand champions for

your media solution.  

Determining “Local” Retail/Dealer Opportunities

Early Fact Finding: Opportunity Sizing (Doing the math to determine the dollar volume potential)

Estimated Sales Volume = $100,000.00/Quarter (from AE) Accrual Percentage = 2.75% Co-op Accrual Level = $2,750/Quarter Co-op Reimbursement = 70% Media Spend = $3,930/Quarter

Early Fact Finding: Opportunity Presentation (Showing how the dealer might use your media with co-op)

Full Page Advertisement = $1,000.00 per run with 4 insertions Planned Dates: 5/5, 5/9, 5/15, 5/19 Total Ad Cost = $4,000.00 Co-op Participation = 70% Co-op Reimbursement = $2,800.00 Dealer Net Cost = $1,200.00

In ALL cases, prior approval is smart: • Ensures the ad meets specifications • Ensures the retailer will be paid • Gets payment to the retailer quickly Once the client has reviewed and made all of their changes to the ad, it should be sent to the contact on the Co-op plan. They will review it and send it back with any necessary changes or a Prior Approval OK form.

Deeper Fact Finding: Obtaining Prior Approval for an Ad

Post Sale: When do you provide detail to request Co-op reimbursement for your advertiser?

•  First off…the retailer pays for the media and then needs to submit a claim for their co-op reimbursement.

•  Most manufacturers will ask you to submit your Co-op claims by the end of a claim period.

•  This is usually 30-60 days after the ad run date, but the Co-op plan will specify exactly.

Post Sale: What do you submit to the manufacturer for Co-op reimbursement?

• Always pay strict attention to the manufacturer's claim requirements.

• Claim requirements generally ask for a notarized script or a tearsheet of the ad along with a copy of the paid media invoice and a co-op claim record.

• Providing incomplete information with the co-op claim will slow down the process and may jeopardize the claim reimbursement.

   

Post Sale: How does the retailer get reimbursed?

• The Co-op plan will specify: a check, product (free goods) or in most cases a credit memo to their account.

• Always make sure the advertiser is aware of the form of reimbursement for each manufacturer.

   

"There is nothing so annoying as a good example!!” Mark Twain

Cycle Enterprises, West Bloomfield, NY

“…the process to obtain the Yamaha ad was quite simple. The Ad Consultant had her assistant do a quick search for Yamaha co-op, found the program and the ads and emailed the spec to her customer. The customer immediately followed up and is running the ad this weekend’s papers. This customer is a seasonal advertiser and had not run since April 26, 2009.” Nancy Chodak Director of Advertising Genesee Valley PennySaver

*Customer Cash offer good on select 2010 (and prior year) models between 12/29/10-6/30/11. **Finance offer subject to credit approval, applies to purchases of new Yamaha ATVs made on a Yamaha Installment Financing loan account from 12/29/10-6/30/11. Minimum contract length is 24 months and maximum length is 36 months. Minimum amount financed is $5,000. Fixed APR of 3.99% or 12.99% will be assigned based on credit approval criteria. Monthly payments per $1,000 financed based on 36 month term are $29.52 at 3.99% and $33.69 at 12.99%. Offer good only in the U.S., excluding the state of Hawaii. ATVs with engine sizes over 90cc are recommended for use only by riders age 16 years and older. Yamaha recommends that all ATV riders take an approved training course. For safety and training information, see your dealer or call the ATV Safety Institute at 1-800-887- 2887. ATVs can be hazardous to operate. For your safety: Always avoid paved surfaces. Never ride on public roads. Always wear a helmet, eye protection and protective clothing; never carry passengers; never engage in stunt riding; riding and alcohol/drugs don’t mix; avoid excessive speed; and be particularly careful on difficult terrain. Professional riders depicted on closed courses.

yamaha-motor.com

+FOR QUALIFIED BUYERS**

APR FOR 36 MONTHS3.99% $1,000

UP TO

CUSTOMER CASHON SELECT MODELS*

Cycle Enterprises, West Bloomfield, NY

End result: Ad Size: 3x8 # of Editions: 6 Total Cost: $1,481.00 Participation: 50% Reimbursement: $740.50 Dealer Net Cost: $740.50 “This sale would not have happened without co-op support from the manufacturer.”

AUTO SECTION ● WWW.GVPENNYSAVER.COM Page 17 FAIRPORT-PERINTON EDITION ● SUNDAY, MAY 1, 2011

AU

TO

SE

CT

ION

NASCAR THIS WEEK

By Monte Dutton

Fans Are Straw That Stirs NASCAR

Deep down, some fans must know they’re stark, raving mad.

It’s in a good way. In fact, enthusiastic, outrageous, shirts-and- caps-collecting fans make the NASCAR world go around. The drink they’re stirring is a margarita. Declaring the Reggie Jackson cliché obsolete on account of the statute of limitations, the fans, collectively, are the straw.

When that green flag waves, and Darrell Waltrip commences to hollerin’, they are crazy as Charlie Sheen. Sheen wants some of what those folks are on.

God love ‘em.

But it’s unreasonable to believe that either, a) NASCAR, or b) Rick Hendrick doesn’t want Dale Earnhardt Jr. to win. It’s no more reasonable to believe that NASCAR wants Jimmie Johnson to win the Sprint Cup championship every year.

Even in Daytona Beach, Fla., most things are on the level.

Many folks seem to think that the media has a bias. This is because it’s difficult for a journalist to think in the head of a fan, who thinks anyone whose opinion is different from his is biased. He or she is biased against him or her, and it’s true, simply because he or she isn’t, in fact, him or her.

He is on first. She is on second. Him is at short. Her is at third. Who’s on the hill? I Don’t Know. Likes to throw curves.

What has recently become apparent is that many fans think it’s perfectly appropriate for members of the media to jump up and down, stomp and cheer wildly after a driver wins a race, which begs the question: Do they want the media to be biased, or don’t they?

Alas, this profession has its own set of rules, same as a plumber, a pediatrician and a politician. OK, maybe politician is a poor example.

Being stark, raving crazy, it’s natural for fans to think the media ought to be stark, raving crazy, too. Which is true, but in a different way.

The best conclusion was probably John Prine’s. “It’s a big, old goofy world.”

(c) 2011 King Features Synd., Inc.

DONATE A CAR- SAVE ACHILD´S LIFE! Timothy Hill Chil-dren´s Ranch: Helping Abused andNeglected Children in NY over 30years. Please call 1-800-252-0561.

DONATE YOUR CAR, BOAT ORREAL ESTATE. Fully tax deductible,IRS recognized charity, Free pick-upand tow. Any model or condition.Help needy children. www.outreachcenter.com, 1-800-596-4011.

*Customer Cash offer good on select 2010 (and prior year) models between 12/29/10-6/30/11. **Finance offer subject to credit approval, applies to purchases of new Yamaha ATVs made on a Yamaha Installment Financing loan account from 12/29/10-6/30/11. Minimum contract length is 24 months and m aximum length is 36 months. Minimum amount nanced is $5,000. Fixed APR of 3.99% or 12.99% will be assigned based on credit approval criteria. Monthly payments per $1,000 nanced based on 36 month term are $29.52 at 3.99% and $33.69 at 12.99%. Offer good only in the U.S., excluding the state of Hawaii. ATVs with engine sizes over 90cc are recommended for use only by riders age 16 years and old er. Yamaha recommends that all ATV riders take an approved training course. For safety and training information, see your dealer or call the ATV Safety Institute at 1-800-887- 2887. ATVs can be hazardous to operate. For your safety: Always avoid paved surfaces. Never ride on public roads. Always wear a helmet, eye protection and protective clothing; never carry passengers; never engage i n stunt riding; riding and alcohol/drugs don’t mix; avoid excessive speed; and be particularly careful on difcult terrain. Professional riders depicted on closed courses. ©2011 Yamaha Motor Corp. U.S.A. All rights reserved. • yamaha-motor.com

Cycle Enterprises II 2370 Rt. 65 • W. Bloomfield, NY 14585-0150

(585) 624-4210 www.cycleenterprise.com

YAMAHA DEMO RIDES Dinosaur BBQ 1pm till sold out

OPEN HOUSE Sat., May 7th, 9 to 4pm

FREE NY State Motorcycle

Inspection 10 to 3pm

Special Sales • Door Prizes

WANT TO BEDAZZLE YourCar Ad? Add a Photo or an funBorder! Call us for details!5 8 5 - 2 2 6 - 8 1 1 1 , a s k f o rClassifieds!

A 41-gun salute is the traditional salute to a royal birth in Great Britain.

DONATE YOUR CAR! Breast Can-cer Research foundation! Most highlyrated breast cancer charity in America!Tax Deductible/ Fast Free Pick Up.8 0 0 - 7 7 1 - 9 5 5 1 ; w w w .cardonationsforbreastcancer.org

DONATE YOUR CAR, Food onWheels Program, Family Relief Ser-vices, Tax Deduction. Receipt GivenOn The Spot, Any Condition, FREETOW within 3 hrs. 1-800-364-5849;1-877-44-MEALS.

D O N A T E Y O U R V E H I C L EUNITED BREAST CANCERFOUNDATION. Free Mammogram,www.ubcf.info RECEIVE $1000G R O C E R Y C O U P O N ,1-888-468-5964.

5th WHEEL 2004 Kountry Star byNewmar. 35´, 3 slides, rear kitchen,sleeps 4. Mint condition w/ largedeck. Many extras. Located at Tam-arack Campground. Shed with washer& dryer. $21,000. 585-261-7801

DONATE YOUR CAR, Boat or RealEstate. Fully Tax Deductible. IRS Rec-ognized Charity. Free Pick-Up & Tow.Any Model or Condition. Help NeedyChildren. www.outreachcenter.com,1-800-930-4543.

ALWAYS GET MORE CASH forjunk cars and trucks. Call around,we´re the best in town. Same days e r v i c e . F l a t b e d a v a i l a b l e .585-733-6361.

HIGHESET PRICES PAID for yourscrap car. Call ANDY´S AUTO PARTSat 1-800-836-8418.

WANT TO BRING ATTEN-TION Your Car Ad? Add a Photoor a Splash of Color! Call us fordetails! 585-226-8111, ask forClassifieds!

DONATE YOUR CAR... To TheCancer Fund of America. Help ThoseSuffering With Cancer Today. FreeTowing and Tax deduct ib le .1-800-835-9372; www.cfoa.org

CASH 4 CARS Inc. $50- $500 foryour Junk Car, Truck Van. FREETowing. 585-482-2140. www.cash4carsrochester.com.

Cycle Enterprises…Co-op follow-up deliverables

Co-op Claim Statement

AUTO SECTION●

WWW.GVPENNYSAVER.COM

Page 17

FAIRPORT-PERINTON EDITION● SUNDAY, MAY 1, 2011

AU

TO

SE

CT

ION

NASCAR THIS WEEK

By Monte Dutton Fans Are Straw That Stirs NASCAR

Deep down, some fans must know

they’re stark, raving mad.

It’s in a good way. In fact,

enthusiastic, outrageous, shirts-and-

caps-collecting fans make the

NASCAR world go around. The

drink they’re stirring is a margarita.

Declaring the Reggie Jackson cliché

obsolete on account of the statute of

limitations, the fans, collectively, are

the straw. When that green flag waves, and

Darrell Waltrip commences to

hollerin’, they are crazy as Charlie

Sheen. Sheen wants some of what

those folks are on. God love ‘em. But it’s unreasonable to believe that

either, a) NASCAR, or b) Rick

Hendrick doesn’t want Dale

Earnhardt Jr. to win. It’s no more

reasonable to believe that NASCAR

wants Jimmie Johnson to win the

Sprint Cup championship every year.

Even in Daytona Beach, Fla., most

things are on the level.

Many folks seem to think that the

media has a bias. This is because it’s

difficult for a journalist to think in

the head of a fan, who thinks anyone

whose opinion is different from his is

biased. He or she is biased against

him or her, and it’s true, simply

because he or she isn’t, in fact, him or

her. He is on first. She is on second. Him

is at short. Her is at third. Who’s on

the hill? I Don’t Know. Likes to

throw curves. What has recently become apparent

is that many fans think it’s perfectly

appropriate for members of the

media to jump up and down, stomp

and cheer wildly after a driver wins a

race, which begs the question: Do

they want the media to be biased, or

don’t they? Alas, this profession has its own set

of rules, same as a plumber, a

pediatrician and a politician. OK,

maybe politician is a poor example.

Being stark, raving crazy, it’s natural

for fans to think the media ought to

be stark, raving crazy, too. Which is

true, but in a different way.

The best conclusion was probably

John Prine’s. “It’s a big, old goofy

world.” (c) 2011 King Features Synd., Inc.

DONATE ACAR- SAVE A

CHILD´S LIFE! Timothy Hill Chil-

dren´s Ranch: Helping Abused and

Neglected Children in NY over 30

years. Please call 1-800-252-0561.

DONATE YOUR CAR, BOAT OR

REAL ESTATE. Fully tax deductible,

IRS recognized charity, Free pick-up

and tow. Any model or condition.

Help needy children. www.

outreachcenter.com, 1-800-596-4011.

*Customer Cash offer good on select 2010 (and prior year) models between 12/29/10-6/30/11. **Finance offer subject to credit approval, applies to purchases of new Yamaha ATVs made on a Yamaha

Installment Financing loan account from 12/29/10-6/30/11. Minimum contract length is 24 months and m aximum length is 36 months. Minimum amount nanced is $5,000. Fixed APR of 3.99% or 12.99% will

be assigned based on credit approval criteria. Monthly payments per $1,000 nanced based on 36 month term are $29.52 at 3.99% and $33.69 at 12.99%. Offer good only in the U.S., excluding the state of

Hawaii. ATVs with engine sizes over 90cc are recommended for use only by riders age 16 years and old er. Yamaha recommends that all ATV riders take an approved training course. For safety and

training information, see your dealer or call the ATV Safety Institute at 1-800-887- 2887. ATVs can be hazardous to operate. For your safety: Always avoid paved surfaces. Never ride on public roads.

Always wear a helmet, eye protection and protective clothing; never carry passengers; never engage i n stunt riding; riding and alcohol/drugs don’t mix; avoid excessive speed; and be particularly

careful on difcult terrain. Professional riders depicted on closed courses. ©2011 Yamaha Motor Corp. U.S.A. All rights reserved. • yamaha-motor.com

Cycle Enterprises II

2370 Rt. 65 • W. Bloomfield, NY 14585-0150

(585) 624-4210

www.cycleenterprise.com

YAMAHA DEMO RIDES

Dinosaur BBQ 1pm till sold out

OPEN HOUSE

Sat., May 7th, 9 to 4pm

FREE NY State Motorcycle

Inspection 10 to 3pm

Special Sales • Door Prizes

WANT TO BEDAZZLE Your

Car Ad? Add a Photo or an fun

Border! Call us for details!

585 - 226 - 8111 , a s k f o r

Classifieds!

A 41-gun salute is the

traditional salute to a royal

birth in Great Britain.

DONATE YOUR CAR! Breast Can-

cer Research foundation! Most highly

rated breast cancer charity in America!

Tax Deductible/ Fast Free Pick Up.

8 0 0 - 7 7 1 - 9 5 5 1 ; w w w .

cardonationsforbreastcancer.org

DONATE YOUR CAR, Food on

Wheels Program, Family Relief Ser-

vices, Tax Deduction. Receipt Given

On The Spot, Any Condition, FREE

TOW within 3 hrs. 1-800-364-5849;

1-877-44-MEALS.

DONATEYOUR

VEHICLE

UNITEDBREAST

CANCER

FOUNDATION. Free Mammogram,

www.ubcf.info RECEIVE $1000

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Media Invoice Copy

Full Page Tearsheet

WHY MANUFACTURERS REQUIRE WHAT THEY REQUIRE…

Why I’m qualified to talk about it from developing and implementing channel marketing programs of every shape and size… Bob Houk, President HoukTPM

Understanding the Role of Co-op Advertising in Trade Promotion

AWARENESS

PURCHASE

SHOPPING

INTENTION

CONSIDERATION

OPINION

FAMILIARITY National Advertising Broad awareness/familiarity Creates specific brand image in

marketplace

Regional Advertising Reinforces brand positioning Delivers key product features/strengths Includes “Buy now” messages

Local Advertising Targeted at in-market prospects - searching for

“Where to buy” information Provides detail on key features Includes “Reasons to buy now” messages -

price, incentive, etc.

}}}

VP Marketing Wants Brand Compliance

•  Using co-op advertising to build brand image –  At least avoid garbage ads –  Protect logos, trademarks,

and pricing –  Re-enforce brand messaging

•  Tie-in local promotions to national where possible

VP Sales Wants Promos to Drive Volume

•  What isn’t measured, doesn’t happen –  Many retailers would take

funding to the bottom line if not monitored

–  50%-60% compliance on some in-store promotions

•  Promotions are planned/timed to meet specific sales goals

CFO Wants Value for Money

•  What are we paying for? •  Track effectiveness, move

toward forecasting, sales optimization –  Corporate interest…all

departments, including supply chain

–  Hottest topic in trade promotion

•  Comply with regulations

The Rulebook of Trade Promotion

•  2 major sets of oversight •  Robinson-Patman is 1930’s

legislation –  Anti-competitive –  Weakened by court

decisions –  FTC gives it little priority

•  Sarbanes-Oxley is 2000’s legislation –  Largely accounting based

rule structure –  C-level responsibility

The Robinson-Patman Act

•  Manufacturer requirements –  Equal and proportionate –  Must verify performance

•  Retailer requirements –  Must perform and prove

performance •  Media requirements

–  Must invoice properly –  No hidden discounts

Sarbanes-Oxley

•  Regarding co-op, Sarbox is mostly common-sense, good business practice

 

ComplianceCompliance

Manufacturer

Channel

FASB 01-9

•  FASB requires documentation –  Otherwise, cannot count as marketing expense

•  All trade payments are revenue reductions unless: –  There is a benefit to the manufacturer, and –  It is clearly separable from the sale of the product,

and –  The benefit could be purchased from a source

other than the retailer, and –  The manufacturer obtains proof of performance,

and –  Can reasonably estimate true costs

Best Practices in Media Documentation

•  Co-op sales flagged through advertising order entry or some mechanism to key co-op follow-though

•  Ad content approved by manufacturer co-op contact through sales or production outreach

•  Duplicate invoicing noting date, space, and costs with ANA script/tearsheet/proof of performance

•  Reasonably timed delivery back to the participating dealer as part of the media service

•  This will help ensure dealer co-op reimbursement and provide revenue gains with local brand advertising

QA Bob Houk HoukTPM 708-758-0748 bob@houktpm.com

& Tim Brennan MultiAd 309-678-8745 tbrennan@multiad.com