There seems to be a common misconception among an inordinate number of our retailers. When asked “how do you advertise to bring in customers through your doors?” Their reply tends to be systematically the same: "Word of mouth is my best advertising." Sure, it is! Most probably they also believe in the tooth fairy, that the guy next door always wins, because simply he is a good guy.
Co–op advertising refers to an agreement between we, the manufacturer, and you, the dealer, retailer or distributor (applicable with its own set of conditions), to fund your local advertising costs of your store in your location or territory to reach your target market. The process is simple. We take half of your advertising financial burden that flies out of your window to pay your advertising vendor and we put it right back in cash register.
For those unfamiliar with the process, they ask: “Sounds too good, but where is the catch”?
There is none! However, we set conditions to limit abuses because indeed it is tempting. too good. ere is none. Condition to limit abuse, yes, but catch, absolutely none!
Please read and understand these rules before running an advertisement as our regulations have changed on Sept 1, 2019, this will ensure your program is eligible for co-op advertising reimbursement.
A rich library of available print co-op materials, product photos, logos, web banner ads, hi-res graphics, posters and pop up advertising stands and other marketing communication materials are available at
We create co-op programs for your sole benefit by setting aside each year a budget, available to you to use on consistent messaging with or brand on any media channels of your choosing to advertise your store, that is included the creation of artwork, we provide.
The programs are funded by accrued net sales to you or (from your perspective, your net accrued and fully paid purchases, excluding ancillaries, i.e. free furniture, free displays that are credited back, shipping plus insurance) accumulated over a period of 12 months counting back from the date of your last paid in full commercial invoice. This fund is set at 15% of our net sales to you. The validity of this budget remains in effect exactly one year from the date of the aforesaid invoice.
Your fund is exclusive to you. You cannot claim title of ownership to it, value it as an asset in your accounting, or consider it as a receivable, sell it, transfer it or gift it to a third party distinct from the ordering entity, regardless of your personal or professional ties or may it be for use in the same or geographically separate location, regardless whether this entity resells or not DENIZEN™ brand.
However, if you own multiple store locations that all sell DENIZEN™ with a display and merchandise on premises, you are entitled to the full benefit.
We entrust you entirely to determine how you see fit to spend your accrued budget, provided it fits within our guidelines of approved means of advertising.
Let us consider the following example. You have accumulated in a year time a fund equal to $5000.
Insomuch as your budget is valued at 15% of your accrued net annual purchases, the sum of $5000 would be attained after you have reached $33,333 of business volume with us. How to spend your budget follows a specific protocol, creative guidelines for use of the company's logo, product illustrations and product description. We clearly list various media and other forms of promotion that are specifically allowed or disallowed. Certain supporting materials will also be required when you file your claim, like newspaper invoices and tear sheets, broadcast affidavits. Be certain to adhere to every single one of the procedures, guidelines, prerequisites, and proofs of performance we request.
Pre-approvals for any ad/activity including events sponsorships. Ads that are created by the dealer or retailer in their local media should be pre-approved by DENIZEN™ to ensure that ads meet all requirements to qualify for reimbursement
Use your budget to advertise once for the full value that we put at your disposal or break it down into multiple smaller ad campaigns, both options are acceptable. Hereafter is a theoretical example of how you could spend your budget in incremental drawings up to the use its full value.
You could also, alternatively spend all your $5000 allowance at once on renting for an undetermined period a roadside, bus stop or any type of billboard deemed approved.
Remaining within the above guidelines, we will approve funding of your advertising expenditures up to 60% of their cots cost before tax. In simple words, for every $100 before tax spent on advertising, we will reimburse you a generous $60.
Your available budget includes an arbitrary valued artwork set at 10% of its full value.
To follow on the previous example of $5000, your artwork is arbitrarily set at 10% of the value.
Henceforth, 10% of the $5000 is set aside to cover costs of graphic designs, regardless of the size to cover 1/8 of a page, a full vehicle or an entire building façade.
The remaining 90% or $4500, can be spent at your discretion as illustrated above.
Keep in mind
The fund is drawn as follows:
Upon providing the above documents to our DENIZEN™ associate in charge of your account, our finance department will send you a credit memo for 60% of your out-of-pocket expenditures as evidenced above to reimburse you. The credit memo will allow you to order and draw up to its value free merchandise for resale, and for you to keep the proceed. Free merchandise is always shipped with and at 20% of the value of your next order.
This program is effective as of Sept 1, 2011, and its revised conditions will remain in effect until otherwise notified and/or published in our website. DENIZEN™ co-op advertising program is subject to revision and/or termination at a moment’s notice.
Sadly, of the many millions of dollars of co-op advertising funds we keep available to thousands of retailers every year, most of it goes unused simply because of inexperience not knowing the mechanism of the process or simply not believing in advertising as much as their neighbors or competitors do.
We hope our generous financial help will you adopt more aggressive marketing methods at a fraction of the normal cost to you.
EXAMPLES OF ADVERTISING AND PROMOTIONAL HELP.
The following are typical examples of advertising we have approved in the past for distributors and retailers including examples of our own advertising:
|FASHION MAGAZINES (US & Mexico)||FASHION MAGAZINES||FASHION MAGAZINES|
|WEBSITE BANNER IN CANADA||WEBSITE BANNER Reunion Island (Indian Ocean)||SKY BANNER - Beach resorts (Galveston, Texas USA)|
|TRAIN STATIONS ADVERTISING ON BILLBOARDS (Paris, FR)||BUS STOPS BILLBOARDS ADVERTISING - (London, UK)||DOWNTOWN BILLBOARDS ADVERTISING - (NY City, USA)|
|ON BOARD AIRLINE MAGAZINES ADVERTISING||ON BOARD AIRLINE MAGAZINES ADVERTISING||ADVERTISING IN LUXURY MAGAZINES|
|NEWSPAPER ADVERTISING||LOCAL NEWSPAPER INFOMERCIAL ADVERTISING||VIDEOS|
|CO-SPONSORING TRADE CONFERENCE EVENTS||SPONSORING EVENTS GOODIE BAGS||SPONSORING EVENTS|
|ON BOARD AIRLINE MAGAZINE (Indian Ocean)||ON BOARD FERRY MAGAZINE (Europe)||ADVERTISING ON BOARD AIRLINES MAGAZINES (China)|
|ADVERTISING IN LOCAL MAGAZINES (Hong Kong)|