Guidelines :: Co-Op Advertising Guidelines
Bryant® Co-op Advertising Guidelines
The Bryant logotype, brand name and associated trademarks are valuable assets. They help consumers identify our products and services. They stand for quality, reliability, value and trust. In short, they help build sales.
We’ve developed advertising materials designed to build awareness for both you and the brand. The use of consistent imagery and themes depicting you, the dealer, as a hero willing to do Whatever it takes® to keep your customers comfortable help tell your story as member of the community you serve. We encourage the customization of these materials with your image and even allow the use of your brand logo as large as you like. Guidelines for modifications of these ads are given on nearly every page of the ad kit. Though Bryantman imagery is no longer supported in the ad kit, dealer created materials depicting Bryantman are still acceptable for co-op funding but must follow all guidelines for dealer produced materials.
The amount of dealer co-op allowance you have is governed by your distributor and the type of advertising you choose to do. In order to receive co-op reimbursement you must adhere to certain brand guidelines and obtain prior approvals when called for. This is especially true of any locally produced advertisements. However, no prior approval is necessary when a dealer uses (with allowable modifications only) any materials published in the current Bryant ad kit.
Campbell-Ewald is the auditing agency with authority over creative material approvals and dispersal of co-op advertising funds. If you choose to create your own materials locally and intend to seek co-op funds, you must receive authorization from Campbell-Ewald prior to running the ad.
In general, nearly any media that strongly identifies the dealer with the brand is allowed. The term “media” refers to costs to broadcast, replicate and distribute print materials or purchase space. Media commissions are allowed only for media planning and other activities directly related to the placement of TV, radio and online media.
Not covered are costs for creative writing, design or other production costs associated with the creation of advertisements or TV and radio tags for broadcast.
- Website development fees including SEO efforts and annual support costs such as hosting
- All SiteLink program costs (The SiteLink service is an automated feed of Bryant product information for your website)
- Select on Site website buttons program
- Online banner ads, pay per click and other SEM media including agency fees for media buying support
- Email marketing programs
- Angie’s List program and advertising costs
- Social media (agency support costs only)
- Broadcast or cable television advertising including media commissions
- Sponsorship of local TV or radio shows
- Radio advertising
- Print advertising such as local magazine, newspaper or newspaper inserts (FSIs)
- Dealer direct mail, including printing and postage
- Door hanger advertising (printing and distribution costs)
- Print and online yellow pages advertising
- Public bus billboards and ads
- Public bench ads
- Stadium or arena signage
- Phone-on-hold messaging that includes the Bryant name
Many types of merchandising that include the approved logo and identify the distributor and/or dealer with Bryant brand also qualifies.
- The purchase of Bryant produced consumer literature
- The purchase of dealer designed consumer literature using the custom literature tool
- Dealer truck decals
- Jobsite signs
- Dealer business signage
- Dealer identification items, such as Bryant branded casual wear used in normal business operations and business/service decals
- Dealer uniforms, including branded patches when purchased from the Bryant national provider (excluding cleaning services on purchased uniforms).
- Dealer home shows, retail store kiosks and shopping mall kiosks featuring Bryant products prominently displayed. Includes booth cost, equipment cost at 50% of value, and brochure printing costs all of which must clearly identify the brand.
- Youth sports sponsorships
Non-qualified advertising items:
- Any materials that violate any of the advertising standards, distributor advertising requirements, name and logotype use guidelines, and/or advertising copy guidelines as outlined in this Bryant, current year advertising guide.
- Any advertisements or merchandising that displays competitive items, equipment, brand names, etc. This includes mentions of any non-Bryant IAQ and control products.
- Any online efforts directed to a landing page or website home page displaying competitive products.
- Creative design and associated costs for any advertising whether print, broadcast or online are not allowed.
- Association dues and publication subscription or contribution expenses
- Items not associated with the promotion of the brand
Marketing Fund Co-op Advertising Guidelines
|For dealer-produced materials|
|All dealer-produced materials that do not originate from the ad kit, must have prior approval from Campbell-Ewald to qualify.|
|TV and Radio Program Sponsorships||
|Logo Use Requirements||
|Bryant Name Use in Copy||
|For ad kit materials|
|Materials developed from the current ad kit in accordance with its rules are pre-approved. Any deviations from these materials are subject to the rules governing dealer produced materials.|
Along with Bryant Marketing Fund Co-op Advertising Guidelines, your ads must also meet legal requirements. To be eligible for co-op advertising funds, follow these guidelines, always be truthful and avoid miscommunication.
All references to warranties must conform to federal, state and local regulations. When a dealer creates its own warranty, it must be clearly stated that warranty responsibility lies with the dealer, not the manufacturer. Because many states now regulate the sale of third-party warranties, and because of the tremendous financial liabilities associated with dealer or third-party issued warranties, Bryant strongly discourages this practice.
Only Bryant dealers who have fully met the requirements for Factory Authorized Dealer status and have been confirmed through the manufacturer may claim to be Factory Authorized. Bryant Heating and Cooling Systems and your Bryant distributor are required to pursue any false claims in the interest of providing consumers with factual information.
The word “free” should be used with extreme caution. Many states regulate or prohibit “free” offers in connection with the sale of goods or services. When “free” or “bonus” or an equivalent are permitted and are used in conjunction with a bonus offer for purchasing equipment, the bonus price cannot be passed on.
When you are advertising a special price, be sure to include the following: “For a limited time only. Call for details.” A discount is an additional cost to promote a sale. When advertising discounts and rebates, you cannot raise your price to cover an advertised discount or rebate. Local authorities may elect to prosecute misleading advertising of this nature.
Extra caution should be exercised when mentioning financing offers in advertisements. It’s important to note:
- Approval of materials for co-op funding does not, in any way, imply legal compliance or appropriateness of language related to dealer financing offers
- The advertising dealer is responsible for conforming to Federal, local and financing provider requirements in order to avoid violation of the law
- Dealers and distributors should work closely with their financing vendor to ensure appropriateness of advertising content
When creating your Bryant advertising, you must always display good business ethics—the disparagement of competitors will not be tolerated. Your communications must meet regulations set forth by the Federal Trade Commission (FTC), as well as other required federal, state and local laws. Dealers should promote their businesses in a straightforward, factual fashion just as they would expect from other businesses.