What is Co-op Marketing?

Unlock the Power of Co-Op Advertising for Industrial Distributors

As an industrial distributor, you’re already working hard to build relationships, manage inventory, and support your customers. But the reality is: many marketing dollars that should be available to you go unclaimed. Co-op marketing (also known as co-op advertising) gives you a unique opportunity to stretch your promotional budget by tapping into manufacturer-provided funds — if executed strategically.

At Rivet|MRO , we specialize in helping distributors find, claim, and maximize co-op and MDF (Market Development Funds) dollars — all without adding to your internal burden or depleting your budget.

Claiming co-op marketing dollars can be ruff. Are you barking up the wrong tree and leaving tens or even hundreds of thousands in co-op money on the table? If so, it doesn’t have to be a dog-eat-dog world!

Why Co-Op Advertising Makes Sense (Especially for Industrial Distributors)

Unlike these independent options, co-op marketing reduces the distributor’s financial burden while ensuring brand consistency across every campaign. Distributors gain access to high-quality assets, advertising materials, and proven campaign strategies—all aligned with the manufacturer’s goals. This ensures a unified message and allows marketing dollars to stretch further.

Rivet|MRO helps streamline this process. Our expertise allows distributors to execute campaigns across digital marketing, direct mail, trade shows, and more—without the usual pitfalls of going solo. With Rivet’s support, distributors benefit from expert guidance, co-op fund management, and turnkey solutions that save time while maximizing ROI.

When distributors use co-op programs strategically, they unlock multiple advantages:

Economies of scale – Shared funding enables campaigns that would otherwise be cost-prohibitive.
Brand-compliant campaigns – Every ad, asset, and message follows brand guidelines, ensuring consistency.
Streamlined execution – Pre-approved materials and expert agency support speed up rollout.
Smarter spending – Co-op marketing reduces financial risk while delivering measurable results.

Why Many Distributors Are Underutilizing Co-Op (and How to Fix It)

Distributors often struggle with co-op marketing because of:

Cumbersome administrative processes that demand too much paperwork or unclear guidelines.
Lack of internal marketing capacity or experience to execute compliant campaigns.
Misalignment of incentives between manufacturers, who want branding control, and distributors, who want flexibility.
Procrastination or reactive use (i.e. waiting until the end of the year) rather than proactive planning.

The good news is: by partnering with Rivet|MRO, you can overcome these barriers — making the process almost seamless and ensuring you don’t leave money on the table.

Best Practices & Tips That Actually Pay Off

To get the most from co-op advertising (and avoid common pitfalls), here are some proven tips:

Plan early—don’t wait until year-end. Include co-op in your annual marketing roadmap so you’re not scrambling at the last minute.
Keep the process simple. Complex or burdensome approvals discourage participation. The smoother the workflow, the better your utilization.
Tailor campaigns to your local market. Generic ads won’t resonate. Segment your audiences and use digital channels, SEO, or direct mail to be relevant.
Enforce strict brand compliance. Any deviation from approved logo usage or messaging can risk your claim being rejected.
Assign a co-op “champion.” Designate someone internally to manage submissions, approvals, and invoice tracking so no funds slip through the cracks.
Use turnkey tools (or partners) available to you. A partner, like Rivet|MRO, can handle campaign execution, claim tracking, and reimbursements can save you time and errors.
Measure and iterate. Track every campaign’s performance, compare it to targets, and push more funds toward strategies that outperform

Co-Op vs. MDF: What’s the Difference?

While co-op and MDF are often mentioned in tandem, understanding their distinctions helps you use them properly:

Co-Op Marketing usually means reimbursement (or cost-sharing) programs where distributors incur marketing expenses following approved guidelines and then submit for reimbursement.I
MDF (Market Development Funds) are often more discretionary and may support broader strategic initiatives, brand-building, or market development with fewer supplier restrictions.
The two are complementary—and many manufacturers’ programs combine co-op and MDF elements to support both tactical and strategic growth.

Ready to Start Claiming More? Talk to Rivet|MRO.

If your distribution business is ready to put co-op and MDF dollars to work — without the headaches — Rivet|MRO is here to help.

We offer:

Full fund research (finding every dollar you’re eligible for) IMS Distributors
Creation of compliant marketing plans tailored to your business and markets IMS Distributors+1
Preparation and submission of funding requests to manufacturers IMS Distributors+1
Turnkey execution of campaigns (digital, print, sampling, catalogs, etc.) IMS Distributors+1
Post-campaign support and reimbursement management IMS Distributors+1

Best of all — Rivet’s co-op services cost you nothing; they’re funded by manufacturers.

Get started now — contact Rivet|MRO to unlock your full co-op potential and power your growth through smarter marketing.