How to Pivot Your Marketing Strategy When Vendor Marketing Funds Shift
The weather changes, taxes are due, and vendor marketing funds shift - it’s just a part of life. Knowing what to do when marketing dollars change is our specialty, and one of our favorite ways to help our clients. At Creekmore Marketing, we understand that your business is your livelihood and that every penny counts. We work with clients of all marketing budgets, helping them to stretch every dollar and adapt their strategy when vendor marketing dollars shift.
Navigating the Nuances of Co-Op and Marketing Funds
You may have heard terms like “co-op funds,” “co-op advertising dollars,” “vendor funds,” “vendor marketing dollars,” or any variation of these terms. They all essentially mean the same thing: marketing money you receive from vendors you work with.
Most vendors will have particular rules for how you can spend those funds, whether on digital marketing efforts, in-store promotionals, ads, etc. How you pay for those marketing services can also vary from vendor to vendor. Some vendors will provide money up front, while others prefer the business to front the money, then reimburse them at a later date.
A common question business owners have is about how vendors determine the amount of co-op dollars a business receives for advertising. Another aspect that varies from vendor to vendor, but frequent factors we’ve seen include:
- Number of years working with the vendor
- Partnership tier
- Quarterly or Yearly Revenue
Whether you’re handling co-op marketing funds for the first time or experiencing funding changes with your long-term vendor, we recommend asking your representative a few questions to ensure you’re starting the next quarter or year on the right foot.
Questions to Ask Your Vendors
- Can I keep my current marketing company?
- Can I get the new terms in writing?
- When do these changes take effect?
- Can you provide a list of reimbursement deadlines?
Navigating the nuances of vendor requirements can feel like a full-time job. Here are a few questions to start the conversation with your vendor representative. If you know your vendor marketing funds are about to change, reach out to us. Creekmore Marketing has over a decade of experience working with businesses to maximize their marketing investments, effectively communicating with vendors, submitting co-op claims, and more.
How to Pivot Your Marketing Strategy
A few things can happen when marketing funds shift:
1. Your advertising budget goes up.
An increase in your marketing dollars offers the opportunity to diversify your marketing efforts, increase your ad spend, and expand your reach. If you have specific goals you want to meet with the extra funds, let your marketer know. If you aren’t sure where to put those funds, ask your marketing partner about their recommendations.
2. Your advertising budget goes down.
A decrease in your marketing dollars means you’ll need to decrease your investment in marketing services or make up the difference out of your own pocket. Before making any changes to your marketing campaign, consult with your marketer. Decreasing your budget will result in adjustments to your ad budget, target radius, and overall cost per lead. Your marketer may have ideas on how to maximize a smaller budget and still achieve your marketing goals.
3. Your vendor now funds more marketing services.
Marketing services that weren’t covered by vendor funds, now are. This means that services you’re paying for out of pocket may now be covered, or you can utilize the extra funds to expand your marketing strategy. This might mean adding social media marketing to your plan or increasing your ad budget and targeting. The more vendor dollars at your disposal, the further you can expand your brand awareness, authority, and relevance.
4. your vendor now defunds certain marketing services.
Marketing services that were covered, now aren’t. This means you’ll need to pay out of pocket to maintain ongoing services, or you and your marketer need to get creative. This might mean prioritizing lead-generating avenues, such as SEO and PPC, over strategies focused on brand awareness, like social media. This might also mean reducing your paid ads budget or limiting your targeting.
In all of these scenarios, the key to maintaining a strong marketing strategy is ensuring you have the right marketing partner to walk alongside you. At Creekmore, each of our clients has a dedicated Account Manager who helps devise a custom strategy based on their unique needs, goals, and budget. Our team has extensive experience in various industries, including years of navigating vendor partnerships and co-op funds.
When vendor marketing funds shift, being prepared and getting creative are the best strategies for maintaining your authority in the SERPs (search engine result pages), staying relevant in AI-driven search, and continuing to generate leads. Creekmore can help you do that.
Partner with a Vendor Who Can Stretch Every Co-Op Dollar
Partners like Creekmore Marketing help you navigate the changing world of vendor dollars in 2025 and beyond. We ensure you get the most out of your budget and maintain your reach when funds shift.
Contact Creekmore Marketing today to learn how we can meet your goals and best utilize vendor funds. Creekmore is based in Lexington, Kentucky, serving clients across the U.S. and Canada.
