.png)
Introduction
Co-op marketing programs for auto dealers are essential—but hard to manage. Most include strict rules around brand use, cost sharing and proof of execution. The problem? Dealers operate independently, and execution often happens off-system.
That’s where the breakdown begins.
To make auto dealer co-op programs successful, brands need more than funding—they need structure. At IRIS Strategic Marketing Support (IRIS), we help brands support co-op programs with the tools to assign assets, manage customization, track fulfillment and enforce brand compliance through GearBox® by IRIS.
Why Auto Dealer Co-op Programs Fail Without Structure
1. Creative Guidelines Are Ignored
When materials are downloaded and customized locally, logos get stretched, colors change and disclaimers go missing.
2. Reimbursement Requires Too Much Proof
Dealers often need to submit screenshots, PDFs or receipts to prove execution—slowing down approval and payments.
3. Fulfillment Happens Outside Your System
Vendors are emailed files or told to “just print it.”
Brands lose visibility into what was produced and where it went.
4. No Campaign Usage Data
Without a way to track which dealers used what, marketing teams can’t assess co-op effectiveness—or optimize it.
What Co-op Programs Need to Work Across Dealer Networks
Centralized Access With Regional Filters
Only show dealers the campaigns, kits or signage approved for their brand tier or geographic market.
Editable Templates With Brand Locks
Allow updates to offers, hours or locations—while locking logos, disclaimers and layout for consistency.
Built-In Vendor Routing
Once customized, route signage and print orders to approved vendors—no PDFs, no emails.
Usage and Rollout Tracking by Dealer
Track which dealers launched which campaigns, what was fulfilled and where support is needed.
How GearBox® by IRIS Streamlines Auto Dealer Co-op Programs
GearBox® by IRIS is the campaign fulfillment system behind some of the most structured distributed marketing programs in the industry.
It helps auto brands:
- Assign co-op-approved assets by region, dealer type or product line
- Control branding through locked templates
- Route fulfillment automatically to vendors
- Track rollout and signage usage per location
- Generate records for reimbursement and compliance reporting
Dealers can move faster, while brands stay in control.
Use Case: Ply Gem Supported Dealer Fulfillment With GearBox®
Ply Gem needed a system to support co-branded marketing across its dealer network. They faced the same issues: outdated materials, inconsistent brand usage and fulfillment delays.
With GearBox® by IRIS, Ply Gem:
- Assigned assets by dealer tier
- Allowed controlled customization within templates
- Routed orders directly to approved signage vendors
- Tracked who used what, when and where
Their marketing team finally had visibility and consistency across the network—making co-op support smoother and more scalable.
Conclusion
Auto dealer co-op programs are only as strong as the tools behind them.
Without structure, they become a mix of inconsistent branding, delayed approvals and frustrated dealers.
GearBox® by IRIS gives your brand a single platform to manage co-op campaign delivery, from customization to fulfillment to tracking.
Talk to IRIS to explore how your team can automate field execution and elevate your co-op program performance.
