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Co-Op Guidelines

Marketing Opportunities

Dansko can help support your efforts by offering a variety of marketing resources.

QUICK TIP: To plan an ad campaign or an event, for help with artwork, or to talk about the best use of your co-op advertising dollars, call Dansko at 800.DANSKO.4 (800.326.7564) and ask for the Marketing Department.

Co-op Advertising Program
Dansko’s co-op advertising program is designed to help increase brand awareness and traffic in your store. By advertising in local publications you can help increase sales and do it with funding support from Dansko.

Co-op eligibility is based on the following criteria:

  • Your account must be in good credit standing.
  • Co-op accrues at the rate of 3% of your purchases year-to-date less sales returns for the first $100,000. For purchases above $100,000, co-op accrues at the rate of 5%. For example, if the retailer’s purchases total $110,000, the account accrues $3,000 on the first $100,000 and an additional $500 on the additional $10,000 (5% of $10,000), for a total of $3,500.
  • Co-op funds accrue on a calendar year basis; they do not carry over from one year to the next.
  • Materials must be submitted no later than 60 days from the date of the advertisement.
  • Retailer must provide a copy of the original invoice (paid by the retailer) with a tearsheet of the actual ad and copy from the publication.
  • For radio and television advertising, retailers must submit a signed affidavit of the actual air times and copy from the advertisement.
  • Accounts that sell Dansko products below the suggested range of pricing are not eligible for co-op.
  • The current Dansko logo must be included in the ad.

Co-op Advertising Allowance

  • For ads in which Dansko is the sole product listed, Dansko will reimburse the retailer up to 100% of the ad cost using available co-op funds.
  • For ads in which two manufacturers are featured, Dansko will reimburse the retailer for up to 50% of the ad cost. For each additional brand, the reimbursement will be reduced by an additional 50% (e.g., if three brands are featured in the ad, Dansko will reimburse up to 25% of the ad cost.)
  • Reimbursements will be credited to the retailer’s account.
  • Off-price merchandise featured in ads is not eligible for co-op reimbursement.

Promotional Products
You may use accrued co-op allowance toward 50% of the cost of selected promotional items.

See your current Dansko linesheet to see the Dansko promotional items that are currently available for purchase using your co-op dollars.

Retailers are responsible for shipping costs on all promotional items. Leather care products may not be purchased with co-op funds.

In-Store Fixture & Retail Environment Design (FRED)
The FRED program was developed to help tell the story of the Dansko brand and showcase Dansko’s diverse product offering in retail stores. The goals for this program include:

  • Illustrating the depth of Dansko’s collections by presenting each line with its own story, imagery, and merchandising plan
  • Increasing retail sales
  • Promoting the Dansko brand

A Dansko merchandising consultant will work with you to create a customized merchandising program for your store. The consultant will help you plan your space and will also walk you through ordering, installation, and merchandising for your store(s). Factored into the plan will be the size of your Dansko retail space, your SKU volume, and your overall store identity.

With purposeful merchandising, we can create environments that help tell the Dansko story and show the diversity of the Dansko collections.

FRED is designed to be modular so it can be customized to your needs and updated as those needs evolve. This unique merchandising and fixture program is available to any account in good standing.

The program is 100% available via co-op dollars but is not limited for purchase by your co-op balance. The retailer is responsible for all shipping costs for FRED.

For more information on the FRED program contact your sales representative.

QUICK TIP:
Co-op allowance for promotional items and/or fixtures must be used by Dec. 31 of the year in which the funds are accrued.