Suzuki Parts and Service Co-op Program

Transcription

1 Suzuki Parts and Service Co-op Program

2 LETTER GENUINE PARTS AND ACCESSORIES AMERICAN SUZUKI MOTOR CORPORATION AUTOMOTIVE Dear Suzuki Dealer: As you know, traditional direct mail often utilizes what is known as a shotgun approach. Blanket your customer base and hope that you get a hit. Unfortunately, about 98% of the recipients usually throw the offer in the trash, wasting your marketing dollars. To help upgrade our Sales, Service and Parts Marketing efforts, Suzuki is developing an integrated CRM process that includes establishing a purified customer database and much more. A key activity is the collection of service repair order data (Customer Pay, Warranty, and Internal). With data on our customers patterns of purchases, we can predict future customer behavior and measure loyalty. This will allow us to go after the right prospects and eliminate the least likely to buy customers. In September of this year, we selected the following service direct mail providers for their ability to meet the specific needs of our dealers. They have become endorsed providers of Suzuki s Service and Parts Marketing activities: CIMA Systems Peak Performance TEGA RPM Of course, you are free to contract for such services with whomever you please. ASMC will not mandate these four or any other specific suppliers. However, we will offer a streamlined co-op advertising reimbursement process for dealers using one of the endorsed suppliers. Using an endorsed provider also allows you to select from a number of promotional templates that have been pre-approved by ASMC. Finally, we are transitioning to NSI for all Parts and Service co-op advertising claims administration in January 2008 another step toward unifying and simplifying Suzuki dealership operations and enhancing ease of doing business. Take a look and get started today! Sincerely, AMERICAN SUZUKI MOTOR CORPORATION Chuck Halper VP, Service and Quality Tom Hosner Associate Director, Parts Department 3251 E. Imperial Highway, P.O. Box 1100, Brea, CA Tel. (714) Fax (714)

3 PROGRAM OVERVIEW To ensure local Parts and Service advertising efforts support the Suzuki brand, American Suzuki Motor Corporation (ASMC) will launch an enhanced Suzuki Parts and Service Co-op Program on January 1, The enhanced program supports your efforts to pursue retail and wholesale parts, accessory and service sales by offering partial reimbursement for eligible advertising consistent with the Suzuki Parts and Service Co-op Program Guidelines and Standards. Four program enhancements have been added to streamline processes. They include access to online accrual fund balances, program eligibility clarification, expanded advertising guidelines and upgraded claim submission. NSI will now manage the co-op program for Parts and Service as well as new vehicles. The underlying philosophy of this enhanced co-op program is that every consumer encounter or communication must reinforce the integrity of the Suzuki brand. Through active participation, dealers can contribute to a powerful Suzuki marketing presence that increases the visibility of their dealerships, supports Parts and Service sales growth and long-term profitability, and enhances the value of the franchise. Suzuki requirements are simple: Active dealerships (not on COD). Dealer has Parts and Service advertising funds available. Dealer enrollment in OE Connection (OEC) and Digital Motorworks, Inc. (DMi) in order for ASMC to manage vehicle parts inventory more efficiently and to collect sales and service data used to support the creation of marketing programs for your dealership. Suzuki Parts and Service Co-op Program Guidelines and Standards The Suzuki Parts and Service Co-op Program Guidelines and Standards are at the heart of this enhanced program (see page 7). They reflect clarification and expansion of the current program guidelines, which ASMC regards as essential to safeguard the Suzuki brand and image in the marketplace. The enhanced guidelines and standards comprise 12 easy-to-follow rules covering logos and branding, messaging and media-specific requirements. Eligible media (see page 4) that comply with the Suzuki Parts and Service Co-op Program Guidelines and Standards qualify for program reimbursement. 3

4 PROGRAM OVERVIEW Eligible Media The following advertising and marketing media promoting genuine Suzuki parts, accessories and/or dealer service are eligible for reimbursement: Print advertising targeting the retail and/or wholesale market Radio advertising targeting the retail market Direct mail targeting the retail and/or wholesale market Merchandise Definition of terms: Retail market means current owners of Suzuki vehicles; wholesale market means independent body, repair and service shops; and jobbers and similar vendors. To assist dealers in securing compliant advertising, ASMC has endorsed (not mandated) four direct mail providers for Suzuki s Parts and Service advertising activities. Using an endorsed provider allows dealers to select from promotional templates that have been pre-approved by ASMC. A streamlined co-op reimbursement process is thus offered to dealers using endorsed suppliers. For more information, see pages 8-11 of this brochure. Co-op Reimbursement and Fund Accrual Qualifying dealers receive a maximum reimbursement of 50% for eligible Suzuki Parts and Service advertising expenditures, via a credit to their parts statement. The reimbursement rate for a specific advertisement is calculated based on the percentage of space that is devoted to advertising for Genuine Suzuki Parts, Accessories and Service. Parts and Service co-op funds are generated (by calendar year) at 1% of the cost of parts and accessories purchased from ASMC. (Note: Purchases of special tools, brochures and manuals do not generate co-op funds.) Funds accrued in one calendar year are used to reimburse dealers for eligible advertising expenses incurred during the following calendar year. A balance in a dealer s co-op funds account on the last day of a calendar year is not carried forward to the next calendar year. One percent (1%) of the cost of parts and accessories purchased from ASMC is credited to the dealer s co-op account and used to reimburse the dealer for eligible advertising expenses incurred during the following calendar year. To support new Suzuki dealers in promoting their Parts and Service business during their first calendar year of operation, a one-time co-op payment will be credited to the new dealer s co-op account based on Prime Market Area (PMA) units in operation (U.I.O.). This amount is immediately available to reimburse the dealer for eligible advertising expenses incurred in the first calendar year of operation. A three-month grace period will be given to new Suzuki dealers activated in the last two months of the calendar year (November and December) to allow sufficient time to create and distribute their Parts and Service advertising. UIO New Dealer Funds $ ,500 $1,000 1,501 and greater $1,500 Requesting Reimbursement Claim submission procedures have been designed to place a low burden on dealerships while speeding reimbursement. To be eligible, all co-op claims must be postmarked within 90 days of the date the advertising was published (or aired) or the merchandise was invoiced. Eligible claims are paid via a credit on the dealer s parts statement. Note: Please refer to the list of eligible media at the top of this page. All claims are subject to auditing by Suzuki Parts and Service Co-op Program Headquarters for proper documentation and full compliance with the Suzuki Parts and Service Co-op Program Guidelines and Standards. 4

5 PROGRAM OVERVIEW The three-step process for requesting co-op reimbursement is as follows: Step 1: Step 2: Complete the Suzuki Parts and Service Advertising Co-op Claim Form, including signature to indicate agreement with the rules for reimbursement. The claim form can be downloaded from SuzukiConnect ( accessible under both the Parts tab and the Service tab as well as at the Suzuki Automotive Advertising Reimbursement Program link. Mail the completed claim form and all required documentation (see table below) to the new program vendor: Step 3: Suzuki Parts and Service Co-op Program Headquarters c/o NSI 2300 Locust Street St. Louis, MO Reminder: To be eligible for payment, all co-op claims must be postmarked within 90 days of the date the advertising was published (or aired) or the merchandise was invoiced. If you have questions, contact Suzuki Parts and Service Co-op Program Headquarters: Telephone: Suzuki Parts and Service Advertising Co-op Claim Form If your claim is denied, you will receive a letter or an specifying the reasons for denial. Reimbursement for approved claims will be posted on the submitting dealer s parts statement. Credit memos will be issued bi-weekly. Note: As discussed on page 2, claim processing will be expedited for dealers that use an ASMC-endorsed direct mail supplier. Documentation Required for Claim Submission Required documentation varies by the eligible media submitted for payment: Eligible Media Print advertising targeting the retail and/or wholesale market Radio advertising targeting the retail market Direct mail targeting the retail and/or wholesale market Merchandise Required Documentation for Claim Submission Tear sheet (not a photocopy) of the advertisement bearing the publication name and ad date Original publisher s invoice reflecting the ad size, cost and publication date(s) Signed, notarized script imprinted with the ANA/RAB documentation CD of the spot Original station invoice reflecting dates, times, cost of each spot, agency name and any earned discounts or agency commissions Sample of the original mail piece Original printer s invoice reflecting quantity and cost Postal receipts reflecting the quantity mailed and mailing cost Sample of the wholesale merchandise Invoice reflecting all related charges 5

6 PROGRAM OVERVIEW Accessing Co-op Fund Account and Program Information Dealers will receive monthly statements showing their Parts and Service co-op current balance. New for 2008 is the ability to track pending, earned and available Parts and Service co-op funds. This information is accessible at the Suzuki Automotive Advertising Reimbursement Program Web site via a link at SuzukiConnect ( There, the new claim form and other program tools and information can be downloaded. From the co-op program home page (shown at right), you can access your dealer home page and print the program claim form. From your dealer home page, click Historical Balance under Parts & Service Navigation to view your co-op fund account balance for the current calendar year as well as balances to date. 6

7 SUZUKI PARTS AND SERVICE CO-OP PROGRAM GUIDELINES AND STANDARDS To allow dealers and their advertising agencies an opportunity to become familiar with the guidelines and their application, a 90-day grace period (January 1-March 31, 2008) is being provided. Effective April 1, 2008, advertising that does not comply fully with the Suzuki Parts and Service Co-op Program Guidelines and Standards will not be eligible for reimbursement. Note: Consistency with the Suzuki Parts and Service Co-op Program Guidelines and Standards is not the same as meeting legal advertising requirements. Dealers and their agencies are solely responsible for ensuring that any advertising they air or publish complies with all applicable laws. Rule 1 Logos and Branding 1a. One of the five approved Suzuki Parts and Service logos must appear without alteration in all visual executions. Approved Parts and Service logos can be downloaded from SuzukiConnect under the Parts/ Co-op Program/Approved Graphics tab/dropdown. 1d. The dealer s legal DBA, which must be registered with American Suzuki Motor Corporation (ASMC) Corporate, must be used in all advertising. Reimbursement for advertising in which a non-dba dealer name appears will be prorated. Rule 2 Messaging 2a. Advertising must not display or promote products or services that are in conflict with recommended Suzuki policy, procedures or maintenance guidelines. 1b. If the Suzuki Way of Life logo is used in advertising, the approved Agenda Medium version or approved Agenda Thin version (see below) must be used without alteration. Approved logos can be downloaded from the Suzuki Ad Planner via a link on under the Advertising menu. Way of Life! 1c. If advertising mentions Suzuki s America s #1 Warranty, the advertising also must include either the 100,000-mile/7-year Powertrain Limited Warranty or one of the three approved America s #1 Warranty logos (see below). Approved logos can be downloaded from the Suzuki Ad Planner via a link on under the Advertising menu. 2b. Advertising must not portray services that are neither required nor endorsed by Suzuki as factory recommended. 2c. Superlatives such as biggest, newest, best, largest, #1 and other similar words must not be used unless they are true and can be substantiated. Suzuki reserves the right to request substantiation of any advertised superlative at any time. 2d. Advertising must not state or imply that any Suzuki dealer has any favored status over another dealer. 2e. Advertising must not include messages that might be harmful to the reputation of Suzuki. Rule 3 Media-Specific Requirements 3a. Merchandise must be exclusively Suzuki. 3b. In print advertising, a 1-pt. (minimum) rule or box must be used to separate Suzuki Parts and Service from all other advertising or the advertising will be ineligible for reimbursement. Only the Suzuki Parts and Service portion of advertising is reimbursable. 3c. Broadcast advertising must be exclusively Suzuki. 7

8 ENDORSED VENDORS Working like an Automated Business Development Center (BDC) for your dealership, CIMA System s patent-pending automated communication system captures any vehicle, parts and customer data from your dealership management system (DMS) and communicates two-way UNLIMITED Marketing Campaigns to your customers for one low, flat monthly fee. All communications to your customers are performed automatically and are delivered to them in the way they prefer (phone, or text). With the Basic System, includes CIMA s automated reminder system (unlimited marketing campaigns including coupons pre-approved for co-op), automated appointment system (phone & web) and CIMA s advanced reporting tool (CIMAVision). Since all marketing campaigns are only limited by your imagination, the possibilities are endless (i.e. dealership promotions, sales & service thank you/surveys, service appointment reminders, recall notifications, special order part notification, happy anniversary, declined services notifications, warranty expiration, etc.). For more information contact CIMA Systems at (925)

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12 suzuki.com swtsuzuki.com suzukipk2.com suzukizone.com suzukipitstop.com suzukiconnect.com suzukioperationsassessment.com American Suzuki Motor Corporation 3251 E. Imperial Hwy Brea, CA 92821