Many brands set aside funds to support the marketing activity carried out by their network of local retailers, venues, agents or dealers.
Sometimes called Co-op Funds or Marketing Development Funds (MDF) each brand will have its own rules around the distribution and acceptable uses for the money.
The idea is to encourage greater activity at local level.
Brands recognise the significant effect that localised marketing can have. By increasing the footprint of their messaging and making it relevant at local level, effectiveness increases exponentially. It's great for brands, who gain some control over local marketers' messaging and the support at local level means that more activity can be undertaken.
There are many ways for brands to manage this activity and it can be very rewarding in the right hands and using the right tools.
There are some great insights into this world in our eBook:
7 Deadly Sins of Local Marketing