It's October. A two-store dealer's manufacturer rep mentions in passing that their co-op balance is still mostly unused, and the claim window closes soon.
Nobody on the team knew the balance, the deadline or what media qualified. That money was marketing budget, and it was about to disappear.
This guide walks through how flooring co-op typically works, a 7-step plan to use it, how to pick what to promote and how to keep proof so claims don't get rejected.
What are flooring co-op funds?
Co-op funds are money a manufacturer shares with dealers to help pay for local advertising that promotes its products. Programs typically reimburse part of approved advertising after the dealer submits proof.
Brands dealers commonly carry with co-op programs include Shaw, Mohawk, Karastan, COREtec and Anderson Tuftex. Every program has its own eligibility, rates, approved media and deadlines, so your program guide and your rep are the final word.
How to use flooring co-op funds in 7 steps
1. Find your balance and deadlines. Ask each rep or check each portal. Write down the amount, the period and the claim deadline.
2. Read the program rules. Note approved media, required logos or wording, reimbursement rate and what proof is required.
3. Choose what to promote. Pick a product line you want to move and that the program covers.
4. Plan the campaign. Audience, media, dates, budget and the landing page shoppers will see.
5. Get pre-approval if required. Submit the plan and creative before you spend.
6. Run and document. Save invoices, screenshots, placement reports and copies of every ad as it ran.
7. Claim on time. Submit everything before the deadline and track the status until it's paid.
What should you promote with co-op?
The best co-op campaigns sell something specific. A few strong options:
- A new collection you've just put on the floor
- A category with healthy margin and stock on hand
- A seasonal angle, like "new floors before the holidays"
- A lifestyle fit, like scratch-resistant options for homes with pets
Pair the product with one audience and send them to a landing page for that product at your store, not your home page.
What can co-op typically pay for?
It depends on the program. RepConnect's co-op page lists Google Search, paid social and landing pages as examples of media that can be used when the program permits it. Approved media differ by manufacturer, so always confirm with your rep before you spend.
If digital is allowed, ask whether it must run through specific platforms or vendors, and what screenshots or reports count as proof.
How to avoid rejected co-op claims
- Get pre-approval in writing before spending, when required.
- Use only approved logos, product names and wording.
- Save proof as the campaign runs, not after.
- Keep one shared folder per campaign with plan, approval, creative, invoices and reports.
- Put the claim deadline on the calendar with a reminder two weeks early.
An example
Illustrative planning example, not a verified dealer result. A dealer finds roughly $10,000 in available co-op. They choose one featured product line, get the plan and ads pre-approved, run local search and social ads to a dedicated landing page and save proof weekly.
The money becomes local market activity and tracked leads instead of expiring. Not every dealer will have that amount available.
What this looks like with RepConnect
RepConnect helps dealers turn applicable manufacturer co-op into local marketing, from planning and pre-approval through campaign execution, documentation and reimbursement support. Eligibility and reimbursement depend on each program's rules and approval; funding is not guaranteed. Listing a brand does not imply a partnership or endorsement. See co-op advertising with RepConnect.
The bottom line
This week, email each manufacturer rep one question: "What's my current co-op balance, and when is the claim deadline?" Everything else in this guide depends on that answer.
Your next step: put your co-op to work. Then read how to run Facebook ads for a flooring store, one common way to use digital co-op where allowed.
Frequently asked questions
Do flooring co-op funds expire?
Many programs have a claim period or deadline after which unused funds are no longer available. The details vary by manufacturer, so check your program guide or ask your rep for your current balance and dates.
Do I need pre-approval for co-op ads?
Many programs require it, especially for larger spends or new media. Getting approval before you spend protects your reimbursement and avoids redoing ads that don't meet brand rules.
Can I use co-op for Facebook and Google ads?
Some programs allow digital media and others limit it. Ask your rep which platforms qualify and what proof they need, such as screenshots and spend reports.
How long does co-op reimbursement take?
It varies by program. Submit complete proof early, track the claim status and follow up with your rep if it stalls.