Subaru’s Co-op Program makes good sense (cents)
When the auto industry was hit with a major sales meltdown as part of the overall recession, Subaru was listed as the only Original Equipment Manufacturer in the business to show a profit. In addition to providing a well-made, affordable product, Subaru's dealers are engaged in a two-part advertising program, both managed by Ansira: a digital asset management media resource center (DMR) and a cooperative advertising/reimbursement program.
The advertising reimbursement portion of the Ansira-provided service has met with great success and acceptance. In the first two years, claim submissions realized a 40% increase as compared to before Ansira's management. Now in its sixth year, April 2011 has resulted in the highest claim volume in the program's history – with almost 6,800 claims processed in a single month – that's a more than 400% increase over April 2006.
The advertising pre-approval arena has been just as successful. Metrics in this area indicate high dealer participation and a desire to comply with Subaru guidelines. In the three years of the program, pre-approvals are up 191% above participation levels prior to Ansira's management of the program. To date, more than 98% of the Subaru dealers have used the Pre-Approval Support Center, staffed by Ansira.
Management of the DMR tool, and Ansira's close working relationship with Subaru and its agency of record, continue to show increasing usage and adoption rates. In 2011, over 4,700 users visited the site and almost 5,800 downloads were tracked in an average month. Effective dealer support, frequent content updates, traffic-driving communication and monthly corporate reporting all play an important role in the success of the DMR tool – and Subaru has plans for additional DMR growth strategies in the coming year.
The Bottom Line: Ansira's committed partnership and flexibility continue to provide opportunities, industry expertise and the necessary tools for Subaru and its dealers to stay engaged with their award-winning brand and advertising, particularly during the ever-changing retail landscape. Subaru dealer advertising can be effectively monitored, while maintaining the Subaru brand image.