Sales and Marketing - Bedford Advertising

Co-op programs, in their traditional sense, involve a collective pooling of resources to benefit the individual members of a group. In the automotive industry, this concept is effectively applied by many prominent brands to provide dealers with valuable resources for marketing and sales initiatives. The goal is to maximize exposure, drive sales, and foster long-term brand loyalty.

Major Automotive Brands Offering Co-Op Opportunities

Leading automotive brands such as Ford, Lincoln, Kia, Chrysler Dodge Jeep RAM, Chevrolet, GMC, and, more recently, Harley Davidson, offer co-op programs that automotive retailers can opt into. Each program comes with its own set of guidelines and criteria, which may evolve year-over-year in response to changing marketing trends and business needs. These programs allocate funds to dealers to support sales and promotional efforts, creating opportunities to enhance brand visibility and customer engagement.

For example, dealerships have the option to invest in various forms of advertising, such as billboards, television commercials, and digital campaigns, to promote their specific location and vehicles. By participating in a co-op program, dealers can receive financial reimbursements for qualifying marketing expenses. In many cases, dealers can recoup up to 100% of the funds spent, provided they meet the program’s requirements.

Expanding Beyond Traditional Advertising

In addition to traditional advertising, some co-op programs also allow dealers to sponsor local teams or community events, further building goodwill within their surrounding areas. This approach not only strengthens community ties but also supports marketing initiatives, with the added benefit of reimbursement for such contributions.

A Real-Life Example of Co-Op Success

To illustrate, consider Fred, a general manager at a Ford dealership. Fred decides to launch a social media campaign to promote the newest models in his inventory. By adhering to Ford’s co-op guidelines, Fred can submit this campaign for reimbursement. If he spends $500 on the campaign, he may be eligible to receive up to $500 in co-op funds back from Ford. Through this process, Fred successfully markets Ford’s brand, drives interest in both his dealership and the latest models, and receives an incentive in the form of reimbursement.

The Win-Win of Co-Op Programs for Dealerships and Brands

Co-op programs provide dealerships with a wealth of opportunities to tailor their marketing strategies to the specific needs of their community and customer base. These programs operate year-round to align with market fluctuations and automotive sales cycles. While the details and eligibility criteria can vary by brand, it’s clear that co-op participation offers a mutually beneficial outcome for both dealerships and automakers.

To maximize the benefits of available co-op programs, it’s essential to consult with your local or regional representative and familiarize yourself with your brand’s specific guidelines. By leveraging these opportunities, you can optimize your marketing efforts, drive sales, and enjoy valuable financial incentives. Don’t miss out—reach out to your appointed rep and register on your brand’s designated co-op website to start reaping the rewards of co-op marketing today.

Kami Green

Project Manager

Kami is a multifaceted professional specializing in digital marketing, customer relations, project management, and C-level administrative support. Known for delivering results in dynamic and competitive industries, Kami excels in driving strategic initiatives and managing complex projects.

With a keen eye on emerging technologies and industry trends, Kami contributes to teams that prioritize innovation, foster lasting professional relationships, and achieve ambitious goals. Her work often extends beyond the workplace, emphasizing meaningful contributions to the community.

The auto sales industry, like many others, is influenced by various factors throughout the year, including seasonality. From the highs of summer sales to the slow start of the new year, understanding these cycles can help both buyers and sellers navigate the market more effectively. Here’s a closer look at the typical seasonal trends that impact car sales and how to use them to your advantage.

❄️January and February – A Slow Start to the Year

The year kicks off with January and February being traditionally slow months for auto sales. These two months often see lower sales volumes due to several factors. Post-holiday budgets are tight for many, and consumer spending is typically low after the holiday season. Additionally, cold weather in many regions can deter buyers from visiting dealerships. However, used car sales tend to see an uptick during this period. Many consumers, especially those expecting tax refunds in the coming months, choose to purchase used vehicles as a more affordable alternative to new ones.

Marketing Tip: This is a great time to focus on cash cars or cheap payment vehicles, leveraging beacon based mail tends to work best during this tax season.

🌿March – Spring Awakening

As winter fades, the auto sales industry begins to pick up in March. With tax returns in hand, many buyers are ready to make significant purchases. The combination of tax refunds, better weather, and promotional deals makes March a key month in the auto sales season.

Marketing Tip: Don’t rest on your laurels! Don’t count on the seasonality of the industry to increase your sales. Ramp up your marketing and promotional efforts, by offering incentives like rebates and low financing rates on new models.

🌸April – A Small Dip

Following the initial rush of March, sales typically experience a slight dip in April. This slowdown is due to a variety of factors, including the end of tax season and the relatively quieter months before the summer rush. Car buyers may take a breather after making big purchases in the spring or delay decisions until the weather improves further, especially in colder climates.

Marketing Tip: This is not a time to cut back as you want to make sure your name is top of mind for the current customers and the future customers in the higher sales volume months to come. Email newsletters are a great way to keep your brand in front of your customers year-round.

🌞May to August – Peak Sales Months

May through August represents the peak of the auto sales season. With the summer months bringing pleasant weather, people are more likely to visit dealerships and test-drive vehicles. Additionally, many new car models are released in spring, sparking interest in fresh options. This period is also when incentives and promotions are in full swing, with dealerships offering special pricing, low financing, and trade-in bonuses to attract customers.

The summer months are especially popular for families looking for new cars ahead of back-to-school and vacation travel plans. July and August can see especially high volumes of sales, as people are ready to make purchases before the autumn months. Additionally, car dealerships often clear out inventory to make room for the next year’s models, offering deep discounts on last year’s vehicles.

Marketing Tip: Capitalize on the weather and customers’ willingness to come in store by holding special customer appreciation events. Partner with other local businesses or communities to spread the word.

🍂September to November – Sales Dip

As the summer sales surge wanes, car sales typically dip again in September, October, and November. This decrease in sales volume is often attributed to the transition into fall and the approach of winter. Many consumers are no longer focused on purchasing vehicles after the summer rush and may put off decisions until the new year. Additionally, dealerships tend to have fewer promotions during these months, as the focus shifts to preparing for the holiday season.

Marketing Tip: This period might be a good time to focus on end-of-year clearance events. Dealers can begin offering significant discounts to clear out older models to make room for the next year’s inventory. This is a great time to focus on offering large discounts available on last year’s models.

🎄December – A Mixed Month

December can be a bit unpredictable. For some dealerships, it’s a strong month as people use their year-end bonuses or holiday savings to make a purchase. Car buyers also look to secure their purchase before the end of the year for tax reasons, hoping to take advantage of deductions or to start the new year with a new vehicle.

However, December can also be slow in certain markets, especially when holiday shopping takes precedence over big-ticket purchases like cars. Weather conditions, such as snowstorms in colder regions, can also affect foot traffic to dealerships.

Marketing Tip: Boost business by holding a “year-end sales events”. Or if customers are unwilling to come in to the store due to the cold weather, offering exclusive online discounts and specials may change their minds.

📈The Bigger Picture

The seasonality of car sales can be influenced by a variety of factors, including economic conditions, fuel prices, consumer behavior, and even government policies like tax incentives or rebates. Understanding these trends helps both buyers and sellers anticipate what to expect throughout the year.

For dealerships, managing inventory and marketing strategies based on these seasonal trends is key to staying competitive. While the auto sales industry experiences fluctuations throughout the year having a clear and consistent marketing strategy is key to weathering the seasonality of the auto industry. Bedford Advertising can help with the consistency of your marketing campaigns. View our full suite traditional and digital marketing services.

Chad Stanhope

Account Manager

Chad Stanhope is a dedicated automotive marketing expert with over 10 years of experience working with dealerships and agencies. Known for his integrity, initiative, and client-focused approach, he specializes in traditional, digital, and direct mail marketing strategies that drive meaningful results. Based in the DFW region, Chad excels at building strong client relationships, managing budgets, and delivering standout presentations. Passionate about creating lasting partnerships, he is committed to helping clients succeed in a fast-paced, competitive market.

When I began my career in sales, there were no cell phones for quick messaging, and email wasn’t even a thing. I can’t recall all the details of my first sale, but I vividly remember receiving a handwritten note expressing sincere gratitude. That simple gesture made a lasting impact on me; it motivated me to go above and beyond for that client. It also made me reflect on my own gratitude for the person who trusted me with their purchase, inspiring me to send a heartfelt thank-you note in return. From that moment on, I was committed to ensuring that every client felt the same sense of appreciation.

Appreciation marketing might seem like a no-brainer, but the truth is, a lot of people just don’t do it. So what is appreciation marketing exactly? Appreciation marketing is a strategy that focuses on building relationships with customers by showing gratitude for their business. It’s a way for businesses to recognize the value of their customers’ time and money, and to show that they are committed to providing a good customer experience. For advertising consultants, sellers, and vendors in the auto industry, it’s crucial to recognize that building strong relationships goes beyond closing a sale or delivering a service. It’s about genuinely connecting with clients and showing them, they’re valued, something that often gets lost in the hustle.

One key aspect of appreciation marketing is focusing on your existing circle of clients. These are the people who already know you, trust you, and have experienced your work firsthand. By reinforcing those relationships, you’re not just securing repeat business but also creating brand advocates who will spread the word for you. It’s all about making your circle feel appreciated and part of something bigger.

Here’s the thing: perceived indifference can be a killer. If your customers think you’re indifferent to their needs after the sale or service, they’re going to look elsewhere. People like doing business with those who care about them, not just their wallets. So, if you’re not showing appreciation beyond the transaction, you might be missing a golden opportunity.

How to Show Genuine Appreciation

The real trick is doing something different—something that sets you apart. It doesn’t have to be extravagant. For example:

A handwritten note
A follow up call asking how their purchase is working out
A birthday card
Create a thank you video

Clients remember how you made them feel, so leaving a positive impression can go a long way. Make your appreciation feel genuine and thoughtful, and you’ll stand out in a crowded market. That’s the real power of appreciation marketing, it’s simple, yet incredibly effective.

I’ve spent many years in the sales industry, and I’ve learned that relationships are the cornerstone of lasting partnerships. The key isn’t just about being a reliable source of truth, but also about creating an exceptional experience for clients. Over time, many of my business relationships evolved into genuine friendships—connections where we could chat about life beyond the workday. These conversations aren’t about what someone needs, but about genuinely caring for their well-being, always.

Scott Horvath

Account Manager

Scott is an accomplished sales leader in the automotive industry, known for expanding markets, championing change, and fostering strong client relationships. With expertise in consumer insights, data analytics, and strategic thinking, Scott excels in leveraging systems to drive revenue growth and market share. A collaborative and consultative professional, Scott has a proven track record of leading high-performance teams, resolving conflicts, and promoting ongoing development. Scott’s dynamic leadership inspires teams to exceed expectations and maximize revenue through clear communication and a focus on achieving client objectives.