• TheLorell®MarketingDevelopmentFund(LMDF)isdesignedtosupportthedealer’sLorell®marketingefforts

• Aflexiblefundusedtosupportco-marketingeffortstogrowyourbusinessinthemarketplace

LMDF Basics• DevelopastrategicplanaroundLMDFspending• Lorell®mustbeprominantlyfeaturedinall

marketingmaterial• MustusethestandardLorell®logoandcomplywith

allbrandguidelines• AllsubmissionsforfundsmustbeapprovedbyS.P.

RichardsFurnitureBusinessDevelopmentManager

Categories eligible for 50% reimbursement:Advertising• TV/Radio/Billboards*• Newspaper/Magazines*• LocalPublications

Online Marketing• WebsiteDesign*• BannerAds*• EmailCampaigns

Literature• Lorell®Catalog

Dealer Flyer• DealerFlyerDistribution

Indoor/Outdoor* Permanent Signage

Promotions/Spiffs*

Truck Wraps Showroom Signage* Consumer Show Fees*Branded Merchandise Open Houses**Pre-approvalrequiredpriortoexpense

Lorell®MarketingDevelopmentFund(LMDF)

Categories eligible for 100% reimbursement:Showroom Products*• Productonlywith

FBDMapprovalandafterdiscount

Lorell® Showroom Event*• MustbeinLorell®

ShowroomMock-up Product*• After70%discount• Approvedsamples*Pre-approvalrequiredpriortoexpense

LMDF eligibility is contingent upon compliance with Lorell® brand guidelines!

LMDF Calculations• VolumeisannualNetDirect/Lorell®Volume -Openordersarenotcalculatedin determininglevel,onlyordersthatare shippedandbilledwillcount

How to Calculate LMDFEXAMPLELorell®EligiblePurchases $300,000LMDF @2%TOTAL $6,000Dealermusthaveaminimumof$50,000innetLorell®eligiblepurchasesthepreviousyeartoparticipate

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Claimable Categories 50% pre-approval required

Television• BroadcastonFCC-licensedtelevisionstations,

networkorcable• :30or:60secondsinlength• Lorell®productmustbementionedatleastonetime

ina:30secondcommercialandtwotimesina:60secondcommercial.

• Onlyreimbursedforactualmediaplacement

Radio Ads• BroadcastonFCC-licensedradiostations• :30or:60seconds• Lorell®productmustbementionedatleastthree

timesinthespot• Onlyreimbursedforactualmediaplacement

Billboards• Anysize,painted,postedorbacklit

Newspapers• Displayadvertisinginnewspaperthatpublishesat

leastweekly

Magazines• Displayadvertisinginmagazinesthatpublishesat

leastmonthly

Local Publication• Displayadvertisinginnewspaperthatpublishesat

leastsixissuesperyearand/orlocalorregionaleditionsofnationalbusinessornewsmagazines

Dealer Website Design• Designcostsanddevelopmentofinformation

relatedtoLorell®productbyanoutsidewebsitedeveloper

• ImagescanbefoundontheImageLibrary

LMDFClaimCategories

Internet Advertising• Keywords,adwords,banners• Linksmustconnecttowww.lorellfurniture.comor

www.lorellfurnituredealer.comfromdealer’swebsite

Not included: creative, preparation charges, agency fees or similar expenses

Promotions/Spiffs• MoneypaidtoSPR/Lorell®DealerSalesforselling

Lorell®productsduringapromotion• Submittheoutlineofthepromotionincludingdates,

spiffamounts,payoutscheduleandestimatedcostsforpre-approvalbyyourSPRFurnitureBusinessDevelopmentManagers

• Claimrequirementsmustincludepayoutscheduleandresultsshowingtotalpaidout

Truck Wraps• Truckwraps,decalsorpaintedsignsonyour

serviceordeliverytrucksrequirespre-approval

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Claimable Categories 100%

Product Samples• Sampleordersforcustomer

Showroom Product ProgramTheshowroomprogramcanbeusedtopurchseproductfortheshowroomdisplayprogram

• Product-OnlyproductapprovedbytheSPRFurniture BusinessDevelopmentManagerwillbeapprovedfortheLMDFprogram

LMDFClaimCategoriesBranded Merchandise• CanbepurchasedfromtheSPR/Lorell®Site• Brandedmerchandisecanbepurchasedthrougha

localvendorandmustincludeLorell®logo

Showroom Signs• Point-of-purchasematerials• Productposters• Bannersandsignsforshowroom

Indoor/Outdoor Permanent Sign• Permanentindoor/outdoorsignsaddedtoyour

storebuildingorstoreproperty

Open House• Costsforopenhouseincludingfood,beverages

andcatering

Lorell® Literature• Literaturepurchasedfordealerdistribution• Shippingchargesandtaxnoteligible

Lorell® Catalogs• Lorell®Catalogspurchasedduringthe

pre-publicationorderperiodNot included: shipping charges and tax

Lorell® Catalog Distribution• PostageanddistributioncoststodistributeLorell

catalog

Dealer Flyer Distribution• Postageanddistributioncoststodistributedealer-

produceddealerflyer

Consumer Show Booth Fees• Boothspaceforconsumershows• Mustbepre-approvedandattendedbyyourSPR

FurnitureBusinessDevelopmentManagersNOTE: Fee to have booth and participate in dealer show is covered at 100% with pre-approval

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Submit all pages of invoice and/or receipts with every claim!

Guidelines• Claimsmustbefiledwithin60daysoftheinvoice

date• Claimswillbepaiduptotheaccruedamount• Fundsdonotcarryoveryeartoyear

Exceptions• Allclaimswillbeapprovedat50%unless

otherwisepublished• Exceptionrequestsmustbepre-approvedbyS.P.

Richard’sDirectorofFurnitureSales• Ifthereisarequestforanexceptionoutsidethe

publishedguidelinesitmustbeapprovedbytheSPRVicePresidentofFurniture

Submitting Claims• Claimsmustbesubmittedwithin60daysofthe

datetheexpensewasincurred• Invoicedatedeterminesquarterandyeartheclaim

fallsin• Thelastsubmissiondatefor2017claimsis

February1,2018• AllclaimsmustbesubmittedtotheSPR

FurnitureBusinessDevelopmentManagerwiththeappropriatesupportingdocuments

• Noclaimswillbecoverediftheyfalloutsidetheauthorizedclaimcategorywithoutpre-approval

• TheLMDFisbasedonacalendaryearandtheprogramneedstoberenewedonanannualbasis.

• Fornewdealers,LMDFaccrualsbeginthe1stdayofthemonthfollowingtheapprovedprogramagreementandtheshowroomisapprovedandopen.

• FundswillexpireifnotinvoicedbyJanuary1,2018

Lorell®MarketingDevelopmentFund(LMDF)

LMDFReminders

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