How Distributors Use Cooperative Advertising to Win Shelf Space

In this episode, Lucas and Luna explore how B2B distributors leverage cooperative advertising—co-op funds from suppliers—to secure prime shelf space and drive demand. They break down the mechanics: how co-op programs work, the typical 2-4% of sales that suppliers allocate, and why many distributors leave millions on the table. The hosts walk through a real example: a regional HVAC distributor that used co-op dollars to fund end-cap displays for a new high-efficiency furnace line, boosting sell-through by 40% in the first quarter. They also discuss common pitfalls like reimbursement delays and opaque program rules, plus tactics for auditing co-op claims. No fluff—just a practical deep dive into a little-discussed lever for distributor growth. #CooperativeAdvertising #CoOpMarketing #B2BDistribution #WholesaleBusiness #ShelfSpace #TradeMarketing #DistributorStrategy #SupplierRelations #MarketingFunds #HVACDistribution #DemandGeneration #ChannelPartner #RetailExecution #BrandPartnership #Business #Finance #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo