lorell marketing development fund (lmdf)...the lorell ® marketing development fund (lmdf) is...
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• TheLorell®MarketingDevelopmentFund(LMDF)isdesignedtosupportthedealer’sLorell®marketingefforts
• Aflexiblefundusedtosupportco-marketingeffortstogrowyourbusinessinthemarketplace
LMDF Basics• DevelopastrategicplanaroundLMDFspending• Lorell®mustbeprominantlyfeaturedinall
marketingmaterial• MustusethestandardLorell®logoandcomplywith
allbrandguidelines• AllsubmissionsforfundsmustbeapprovedbyS.P.
RichardsFurnitureBusinessDevelopmentManager
Categories eligible for 50% reimbursement:Advertising• TV/Radio/Billboards*• Newspaper/Magazines*• LocalPublications
Online Marketing• WebsiteDesign*• BannerAds*• EmailCampaigns
Literature• Lorell®Catalog
Dealer Flyer• DealerFlyerDistribution
Indoor/Outdoor* Permanent Signage
Promotions/Spiffs*
Truck Wraps Showroom Signage* Consumer Show Fees*Branded Merchandise Open Houses**Pre-approvalrequiredpriortoexpense
Lorell®MarketingDevelopmentFund(LMDF)
Categories eligible for 100% reimbursement:Showroom Products*• Productonlywith
FBDMapprovalandafterdiscount
Lorell® Showroom Event*• MustbeinLorell®
ShowroomMock-up Product*• After70%discount• Approvedsamples*Pre-approvalrequiredpriortoexpense
LMDF eligibility is contingent upon compliance with Lorell® brand guidelines!
LMDF Calculations• VolumeisannualNetDirect/Lorell®Volume -Openordersarenotcalculatedin determininglevel,onlyordersthatare shippedandbilledwillcount
How to Calculate LMDFEXAMPLELorell®EligiblePurchases $300,000LMDF @2%TOTAL $6,000Dealermusthaveaminimumof$50,000innetLorell®eligiblepurchasesthepreviousyeartoparticipate
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Claimable Categories 50% pre-approval required
Television• BroadcastonFCC-licensedtelevisionstations,
networkorcable• :30or:60secondsinlength• Lorell®productmustbementionedatleastonetime
ina:30secondcommercialandtwotimesina:60secondcommercial.
• Onlyreimbursedforactualmediaplacement
Radio Ads• BroadcastonFCC-licensedradiostations• :30or:60seconds• Lorell®productmustbementionedatleastthree
timesinthespot• Onlyreimbursedforactualmediaplacement
Billboards• Anysize,painted,postedorbacklit
Newspapers• Displayadvertisinginnewspaperthatpublishesat
leastweekly
Magazines• Displayadvertisinginmagazinesthatpublishesat
leastmonthly
Local Publication• Displayadvertisinginnewspaperthatpublishesat
leastsixissuesperyearand/orlocalorregionaleditionsofnationalbusinessornewsmagazines
Dealer Website Design• Designcostsanddevelopmentofinformation
relatedtoLorell®productbyanoutsidewebsitedeveloper
• ImagescanbefoundontheImageLibrary
LMDFClaimCategories
Internet Advertising• Keywords,adwords,banners• Linksmustconnecttowww.lorellfurniture.comor
www.lorellfurnituredealer.comfromdealer’swebsite
Not included: creative, preparation charges, agency fees or similar expenses
Promotions/Spiffs• MoneypaidtoSPR/Lorell®DealerSalesforselling
Lorell®productsduringapromotion• Submittheoutlineofthepromotionincludingdates,
spiffamounts,payoutscheduleandestimatedcostsforpre-approvalbyyourSPRFurnitureBusinessDevelopmentManagers
• Claimrequirementsmustincludepayoutscheduleandresultsshowingtotalpaidout
Truck Wraps• Truckwraps,decalsorpaintedsignsonyour
serviceordeliverytrucksrequirespre-approval
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Claimable Categories 100%
Product Samples• Sampleordersforcustomer
Showroom Product ProgramTheshowroomprogramcanbeusedtopurchseproductfortheshowroomdisplayprogram
• Product-OnlyproductapprovedbytheSPRFurniture BusinessDevelopmentManagerwillbeapprovedfortheLMDFprogram
LMDFClaimCategoriesBranded Merchandise• CanbepurchasedfromtheSPR/Lorell®Site• Brandedmerchandisecanbepurchasedthrougha
localvendorandmustincludeLorell®logo
Showroom Signs• Point-of-purchasematerials• Productposters• Bannersandsignsforshowroom
Indoor/Outdoor Permanent Sign• Permanentindoor/outdoorsignsaddedtoyour
storebuildingorstoreproperty
Open House• Costsforopenhouseincludingfood,beverages
andcatering
Lorell® Literature• Literaturepurchasedfordealerdistribution• Shippingchargesandtaxnoteligible
Lorell® Catalogs• Lorell®Catalogspurchasedduringthe
pre-publicationorderperiodNot included: shipping charges and tax
Lorell® Catalog Distribution• PostageanddistributioncoststodistributeLorell
catalog
Dealer Flyer Distribution• Postageanddistributioncoststodistributedealer-
produceddealerflyer
Consumer Show Booth Fees• Boothspaceforconsumershows• Mustbepre-approvedandattendedbyyourSPR
FurnitureBusinessDevelopmentManagersNOTE: Fee to have booth and participate in dealer show is covered at 100% with pre-approval
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Submit all pages of invoice and/or receipts with every claim!
Guidelines• Claimsmustbefiledwithin60daysoftheinvoice
date• Claimswillbepaiduptotheaccruedamount• Fundsdonotcarryoveryeartoyear
Exceptions• Allclaimswillbeapprovedat50%unless
otherwisepublished• Exceptionrequestsmustbepre-approvedbyS.P.
Richard’sDirectorofFurnitureSales• Ifthereisarequestforanexceptionoutsidethe
publishedguidelinesitmustbeapprovedbytheSPRVicePresidentofFurniture
Submitting Claims• Claimsmustbesubmittedwithin60daysofthe
datetheexpensewasincurred• Invoicedatedeterminesquarterandyeartheclaim
fallsin• Thelastsubmissiondatefor2017claimsis
February1,2018• AllclaimsmustbesubmittedtotheSPR
FurnitureBusinessDevelopmentManagerwiththeappropriatesupportingdocuments
• Noclaimswillbecoverediftheyfalloutsidetheauthorizedclaimcategorywithoutpre-approval
• TheLMDFisbasedonacalendaryearandtheprogramneedstoberenewedonanannualbasis.
• Fornewdealers,LMDFaccrualsbeginthe1stdayofthemonthfollowingtheapprovedprogramagreementandtheshowroomisapprovedandopen.
• FundswillexpireifnotinvoicedbyJanuary1,2018
Lorell®MarketingDevelopmentFund(LMDF)
LMDFReminders
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