Guidelines :: Co-Op Advertising Guidelines
Carrier® Co-op Advertising Guidelines
Please note that that we have a new Carrier brand logo. If you are creating new advertising and marketing materials, you must use this new logo to qualify for co-op.
The Carrier® logotype, brand name and associated trademarks are valuable assets. They help consumers identify our products and services. They stand for innovation, 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 happy, comfortable homeowners with messages of comfort and efficiency support the Carrier brand promise and are found throughout the ad kit.
Auditing
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 Carrier Ad Kit.
Please contact your distributor for more information regarding the approval process of creative materials 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 prior to running the ad.
Allowable Expenses
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.
Qualified Expenses
- 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 Surefire Local and MTA 360 costs
- Online banner ads, pay per click and other SEM media including agency fees for media buying support
- Search Engine Marketing (SEM)
- SEM includes online banner ads, pay per click and other SEM media including agency fees for media buying support
- Email marketing programs
- Mobile advertising and coupons including agency management fees and media costs
- Text message marketing including agency management fees
- Internet Power Listings (such as)
- Angie's List® program and advertising costs
- Yahoo® Local
- Yelp®
- Google® my Business
- Google® local service ads
- Social media fees
- Broadcast or cable television
- 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
- Custom dealer marketing tools, such as yard signs, stickers, magnets
- Print and online yellow pages advertising
- Billboards
- Public bus billboards and ads
- Public bench ads
- Stadium or arena signage
- Phone-on-hold messaging that includes the Carrier name and tagline
Also Qualified:
Many types of merchandising that include the approved logo and identify the distributor and/or dealer with Carrier brand also qualifies.
- The purchase of Carrier 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 Carrier branded casual wear used in normal business operations and business/service decals
- Dealer uniforms, including branded patches when purchased from the Carrier national provider (excluding rentals or cleaning services on purchased uniforms)
- Dealer home shows, retail store kiosks and shopping mall kiosks featuring Carrier 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 Carrier, current year advertising guide
- Costs of offering rebates, credit and promotions
- Any advertisements or merchandising that displays competitive items, equipment, brand names, etc. This includes mentions of any non-Carrier IAQ and control products
- Any online efforts directed to a landing page or website home page displaying competitive products
- Association dues and publication subscription or contribution expenses
- Items not associated with the promotion of the brand
Marketing Fund Co-op Advertising Guidelines
Definitions of Carrier Logo and Tagline.
Carrier logo = Carrier Turn to the Experts logo (shown at right) |
Requirement Checklist by Media Type | ||
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Media | Actions required BEFORE publication | Documents required for APPROVAL SUBMISSION |
Website/Surefire Local/mta360 |
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Online SEO/SEM and targeted advertising including ad media buy, agency management fees and costs for creative writing, design or other production costs |
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Mobile |
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Social Media Allowed: Agency management fees and local video production for social media use |
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TV / Cable Allowed: Ad media buy, agency media commissions and costs for creative writing, design or other production costs |
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Radio Allowed: Ad media buy, agency media commissions and costs for creative writing, design or other production costs |
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TV and radio program sponsorships Allowed: sponsorship and product costs |
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Printed advertisements Allowed: Purchase of media and costs for creative writing, design or other production costs |
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Direct Mail and Door Hangers Allowed: Costs of printing, mailing/distribution and costs for creative writing, design or other production costs |
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Billboards Allowed: Costs of billboard space rental and costs for creative writing, design or other production costs |
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Other signage Allowed: cost to purchase business location main signage and banner stands |
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Phone-on-hold messaging |
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Truck graphics |
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Merchandise, clothing and uniforms |
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Youth sponsorships- To be eligible, must have branded advertisement or apparel (e.g. sports or clubs) |
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Additional Guidelines
Along with Carrier Marketing Fund Co-op Advertising Guidelines, your ads must also meet legal and corporate requirements. To be eligible for co-op advertising funds, follow these guidelines, always be truthful and avoid miscommunication.
Warranties
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, Carrier strongly discourages this practice.
Professional Claims
Only Carrier dealers who have fully met the requirements for Factory Authorized Dealer status and have been confirmed through Carrier may claim to be Factory Authorized. Carrier Corp. and your Carrier distributor are required to pursue any false claims in the interest of providing consumers with factual information.
“Free” Offers
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.
Special Offers
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.
Financing Offers
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
Advertising Ethics
When creating your Carrier 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. The HVAC industry can benefit from such practices.