2015 CO-OP ADVERTISING PROGRAM GUIDELINES

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2015 CO-OP ADVERTISING

PROGRAM GUIDELINES

2015 CO-OP ADVERTISING

PROGRAM GUIDELINES

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TABLE OF CONTENTS

Program Overview ... 1

To Qualify for Co-Op Reimbursement ... 1

Filing Process ... 1

Items Not Eligible for Reimbursement ... 2

Newspaper ... 2

Radio & Television ... 3

Marketing Services ... 3

Direct Mail ... 4

Digital Advertising ... 4

Outdoor Advertising ... 5

Wearables & Promotional Items ... 5

Showroom Items ... 6

Vehicle Decals & Truck Wraps ... 6

Trade Shows, Fairs, Homeshows, etc. ... 7

Legal Requirements ... 7

Amendments/Terminations ... 8

Claims Exceeding Available Funds ... 8

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PROGRAM OVERVIEW

The Co-op Program is administered through Briggs & Stratton Standby Power. All claims for Co-op Program reimbursement must be submitted to Briggs & Stratton Standby Power in order to be eligible for reimbursement.

TO QUALIFY FOR CO-OP ADVERTISING REIMBURSEMENT:

• Program runs per calendar year.

• 2% of every sale goes into your co-op fund.

• Have a current signed and approved Dealer’s Agreement on file with Briggs & Stratton Power Products Group, LLC.

• Please submit claims within 90 days of the date of media invoice. This will help our team manage the program more efficiently so you can receive your money in a timely manner.

• Advertisements must comply with the co-op advertising program guidelines.

• Multiple product ads must be exclusively Briggs & Stratton Standby Power/GE Generator Systems branded and carry no direct or indirect mention of other brands or products.

• Advertisements must comply with all federal, state, and local laws, regulations, rules and orders governing the form or content. Reimbursement will be at a percentage of your NET cost of all approved media. Suggested advertised price (SAP) must correspond to Briggs & Stratton Standby Power/GE Generator System product(s) featured in the advertising.

REIMBURSEMENT RATE

• Group advertising is eligible for co-op reimbursement. The cost will be pro-rated by the number of dealers included in the advertising.

• Apparel, Promotional, Show Room Items and Vehicle decals purchased on the Briggs & Stratton Custom Marketing site http://marketing.powernow.com are eligible for 75% co-op reimbursement. All dealer created newspaper, digital, radio, direct mail and TV advertisements are eligible for 50% co-op reimbursement. .

FILING PROCESS

Send your Co-op Advertising Claim Form and required documentation within 90 days of the media invoice date. Claims received after the deadline will not be eligible for reimbursement. Claims and documentation should be sent to:

Regular or Overnight Mail:

Briggs & Stratton Standby Generator Program c/o ACB, Inc.

PO Box 52118

Phoenix, AZ 85072-2218

Express Services (i.e. FED Ex, UPS)

Briggs & Stratton Standby Generator Program c/o ACB, Inc.

1919 W. Fairmont Drive, Ste. 7 Tempe, AZ 85282

Dealers will be notified if additional documentation is required to complete the processing of their Co-op Program claim. Any required additional documentation must be postmarked or received no later than 90 days from the date on the notification.

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NO REIMBURSEMENT WILL BE MADE FOR:

• Advertising which in our opinion reflects negatively on Briggs & Stratton Standby Power/GE Generator Systems. • Advertising agency fees or commissions. They will be deducted from invoices on which they appear.

• Advertising costs which have been paid for with goods or services (trade).

• Creative services (artwork, copy typesetting, or other production charges, talent, or announcer fees.)

• Advertising specialties, bowling score sheets, telephone book covers, church, lodge, club, athletic events or association bulletins, show programs, yearbooks, or giveaways, sponsorships, promotions etc., placemats, logo pens, calendars, without prior written approval.

• Classified ads.

• Any advertising which simply causes a sale to be exchanged from one Briggs & Stratton Standby Power/GE Generator Systems dealer to another. EXAMPLE: “We will beat all other GE Generator System dealer prices.”

• Telephone Directory white and yellow page listings.

• Used equipment, parts, service, or rental advertising for any competing or non-competing products. • Ads on E-bay or similar auction websites.

• Social Media (examples; Facebook, Twitter, YouTube, Google+) • Website development

• Local TV magazines, Cable TV program guides, realtor’s home listing periodicals, visitor guides, used car publication magazine, free shoppers at convenient/grocery store.

• Holiday greetings, community or public service announcements in any medium.

• Any advertisement which violates or appears likely of being found in violation of federal, state, or local laws regulations, rules or orders relating to such advertising, or which includes unsupportable claims.

• Any advertising which is immoral, deceptive or scandalous.

• Any other media not expressly listed in this bulletin as approved media. • Cost of phone number with RSVP.

• Monthly service charge for phone number with RSVP. • Monthly service charge for marketing services

NEWSPAPER

What Qualifies?

• Published ad, Minimum size – 1 x 8 column inches • Printed inserts

• Insertion costs

• Pre-made newspaper ads are available on the Custom Marketing site (http://marketing.powernow.com) What Must be Included?

• Use current product illustrations supplied by Briggs & Stratton Standby Power/GE Generator Systems. • Ad must contain a proper Briggs & Stratton Standby Power/ GE Generator Systems logo.

• Mandatory disclaimers pertaining to primary power/critical life support applications, warranty, installation, power ratings, retail finance offers, pricing and rebates must be included. See disclaimer section on page 6.

What Paperwork is Required for Reimbursement?

• Completed co-op reimbursement claim form.

• Invoice from publication showing the ad date and net cost. Co-op invoice or memo billings do not qualify. Original tear sheet (no photocopies) with publication date reflected on the page. (If original tear sheet is not available, an authorized full-page electronic tear sheet from publication is acceptable) .

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MARKETING SERVICES

What Qualifies?

• Marketing materials ordered through RSVP. • $20 set up charge.

• Cost of phone number is NOT co-opable. • Monthly service charge is NOT co-opable.

What Must be Included?

• Use marketing collateral available through RSVP including but not limited to postcards, yard signs and door hangers.

• RSVP’s invoice, clearly showing total cost for the marketing materials, separate from other non-reimbursable costs. • Postal receipts.

RADIO & TELEVISION

What Qualifies?

• Only 30- and 60-second spot commercials apply.

• No direct mention or implication may be made to other competing or non-competing products. Commercials must be exclusive to Briggs & Stratton Standby Power/GE Generator Systems

• Commercials must be in good taste and if humor is used, it must be used to make an important, pertinent point.

• The brand name Briggs & Stratton Standby Power and/or GE Generator Systems must be used at least twice in a 30-second commercial and four times in a 60-second commercial.

• No reimbursement will be made for commercials run from midnight to 5:00 a.m. • Pre-made radio ads are available at http://marketing.powernow.com

• Completed co-op reimbursement claim form • Invoice from station

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4 DIRECT MARKETING What Qualifies? • Printing • Door Hangers • Postage

• Mail Lists for Briggs & Stratton Standby Power/GE Generator Systems if purchased through marketing program • Pre-made direct mailers are available on the Custom Marketing site (http://marketing.powernow.com)

• Use current product illustrations supplied by Briggs & Stratton Standby Power/GE Generator Systems. • Ad must contain a proper Briggs & Stratton Standby Power/GE Generator Systems logo.

• Mandatory disclaimers pertaining to primary power/critical life support applications, warranty, installation, power ratings, retail finance offers, pricing and rebates must be included.

• Printer’s invoice, clearly showing total printing cost for the entire mailer, separate from other non-reimbursable costs. • Postal receipts

• Original direct mail piece, if dealer produced. (Briggs & Stratton direct mail pieces require the invoice only; copy of printed mailer is not required.)

DIGITAL ADVERTISING

What Qualifies?

• Digital Banner Ads

• Pre-made digital banner ads are available on the Custom Marketing site (http://marketing.powernow.com)

• Ad must contain a proper Briggs & Stratton Standby Power/GE Generator Systems logo.

• Use current product illustrations supplied by Briggs & Stratton Standby Power/GE Generator Systems, if applicable.

• Mandatory disclaimers pertaining to prime power/critical life support application, power ratings, placement, installation, fuel consumption, warranty, retail finance offers, pricing and rebates must be included, if applicable.

• Completed co-op reimbursement claim form • Authorized full-page electronic tear sheet • Copy of E-mail campaign statics page • Screenshot of online ad

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OUTDOOR ADVERTISING

What Qualifies?

• Rental cost for traditional or digital billboards.

• Lighted outdoor signs purchased for Briggs & Stratton Standby Power/GE Generator Systems. • Bench, airport, buses, athletic fields, race tracks or other small signboards or signage.

• Banners or yard signs purchased for Briggs & Stratton Standby Power/GE Generator Systems through corporately managed program available on http://marketing.powernow.com

• Completed co-op reimbursement claim form • Copy of invoice

• A clear color photo or color photocopy of billboard (Briggs & Stratton Standby Power and GE Generator Systems produced billboards and lighted signs require the invoice only; copy of photo is not required.)

WEARABLES & PROMOTIONAL ITEMS

What Qualifies?

• Briggs & Stratton Standby Power/GE Generator Systems apparel and promotional items purchased through our authorized vendor, Briggs & Stratton Graphic Services, is eligible for 75% co-op reimbursement. You can purchase these items through the Custom Marketing site: http://marketing.powernow.com

• Dealer created show room items are eligible for 50% co-op reimbursement.

• Must contain a proper Briggs & Stratton Standby Power/GE Generator Systems Logo.

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SHOWROOM ITEMS

What Qualifies?

• Briggs & Stratton Standby Power/GE Generator Systems showroom and promotional items purchased through our authorized vendor, Briggs & Stratton Graphic Services, is eligible for 75% co-op reimbursement. You can purchase these items through the Custom Marketing site: http://marketing.powernow.com

• Dealer created show room items are eligible for 50% co-op reimbursement.

• Photograph of item (dealer created apparel/promotional items only)

VEHICLE DECALS & TRUCK WRAPS

What Qualifies?

• Briggs & Stratton Standby Power/GE Generator Systems branded vehicle decals purchased through our vendors, Briggs & Stratton Graphic Services and Fast Signs, are eligible for 75% co-op reimbursement. These items can be purchased on-line through the website http://marketing.powernow.com

• Dealer created vehicle decals and truck wraps are eligible for 50% co-op reimbursement.

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TRADE SHOWS, FAIRS, HOMESHOWS, MALL SHOWS, SPECIAL ACTIVITIES

What Qualifies?

• Only Briggs & Stratton Standby Power/GE Generator Systems branded trade show, fair, home show or mall show booths

• Briggs & Stratton Standby Power/GE Generator System branded trade show panels can be rented through the website http://marketing.powernow.com • Dealer open house events not eligible.

• Use current product illustrations supplied by Briggs & Stratton Standby Power/GE Generator Systems. • Must contain a proper Briggs & Stratton Standby Power/GE Generator Systems logo.

• Photograph of complete display

LEGAL REQUIREMENTS

Before placing any advertising, it may be beneficial to contact your attorney to review your draft and to ensure that your material complies with all federal, state and local laws and regulations. Here are eight conditions of advertising with which you must comply:

• Ads that promote the cost per month of using a Credit plan or ads that promote “Same as Cash” must contain the full disclosure statement as supplied by whichever consumer finance company you conduct business with for consumer financing (e.g., local bank, etc.).

• Be sure the specific advertised model(s) can be purchased from you, as advertised, for the duration of the advertised sales period.

• The advertised price(s) must always cover the available model(s) and feature(s) described or illustrated. Illustrate only currently available models and the model to which the ad pertains.

• Dealer-advertised price reductions or savings should only be the amount that is the difference between your regular and recent selling price. Your “regular” price shall be the lowest price at which any substantial sales were made during the most recent thirty (30) day period or regularly established business of that product.

• A “free” promotion must represent an actual savings equal to the value of the free goods. Therefore, a “free” offer may not run if its use dampens price fluctuations (e.g., deal making) which would normally occur if the (e.g., deal making) which would normally occur if the word free offer were not made

• Independent businesses may not conspire to fix prices and thereby reduce competition. Therefore when advertising with another dealer, review those plans with your attorney. Advertised price reductions and savings should be legitimate and truthful in view of your particular selling practices. • Nothing herein shall be deemed to grant the Dealer any rights whatsoever in any Briggs & Stratton/GE trademark, trade name, or other Briggs

& Stratton/GE proprietary data.

Advertisements must use mandatory disclaimers pertaining to primary power/ critical life support applications, warranty, installation, power ratings, retail finance offers, pricing and rebates must be included.

Disclaimer Information

• Power Rating Disclaimer: This generator is rated in accordance with UL (Underwriters Laboratories) 2200 (stationary engine generator

assemblies).

• Warranty Disclaimer: Warranty details available at briggsandstratton.com or ge.com/generatorsystems

• Installation/Placement Disclaimer: Installations must strictly comply with all applicable codes, industry standards, laws, regulations and

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AMENDMENTS / TERMINATIONS

Briggs & Stratton Power Products Group, LLC reserves the right to amend, terminate, or cancel this Co-op Program at any time upon a 30 day written notice.

CLAIMS EXCEEDING AVAILABLE FUNDS

Reimbursement cannot exceed earned funds at any time. Partial reimbursement may be made up to available Co-op Program funds.

UNAUTHORIZED DEDUCTIONS

Unauthorized deductions by the dealer of the requested reimbursement amount are strictly prohibited and may be in direct violation of guidelines issued by the Federal Trade Commission (FTC.)