2027 Co-Op Advertising Guidelines
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Brand Overview & Purpose
For over 50 years, Dalen Products has been a trusted name in gardening solutions, proudly rooted in Tennessee. In 2026, Dalen launched a rebrand, a comprehensive transformation designed to modernize the brand, improve shopability, and better serve today’s consumer.
Why We Rebranded
Update reflects a shift from:
- Product-focused → Consumer-first solutions
- Commodity positioning → Premium, design-forward brand
- Fragmented SKUs → System-based offerings (Grow with Dalen™)
What This Means for Our Partners
- Stronger on-shelf impact
- Higher conversion rates (retail + eCommerce)
- More cohesive brand storytelling across all channels
Co-op advertising must align with this brand standard to ensure consistency and maximize performance.
Co-Op Program Objectives
The Dalen Co-Op Program is designed to:
-
Drive sell-through at retail and distributor level
- Ensure brand consistency across all channels
- Support high-impact, consumer-focused marketing
- Improve ROI visibility and accountability
Funding Structure
- Co-Op funds are earned as a % of net purchases from October 1st through September 30th and are subject to a minimum of annual sales
- Funding may be used for approved advertising and promotional activities only
- All spend must align with Dalen brand standards
Pre-Approval Requirement (NEW — REQUIRED)
All creative MUST be submitted and approved by Dalen prior to execution. This includes:
- Print ads
- Digital ads
- Email campaigns
- Social media content
- Website placements
- Retail signage
- Distributor catalogs
Submission Requirements
- Final creative (PDF or link)
- Media plan (channel, timing, spend)
- SKUs featured
- Expected reach/impressions
No reimbursement will be issued without prior written approval from Dalen. To request a Submission Form template and to submit requests for co-op approvals, contact: marketing@dalenproducts.com
Brand & Creative Guidelines
All advertising must:
Required
- Use current Dalen logos and branding
- Feature new packaging only
- Follow approved color palette and typography
- Clearly communicate problem → solution messaging
- Highlight system-based solutions where applicable
Not Allowed
- Legacy logos or outdated packaging
- Altered product images
- Unapproved messaging or claims
- Discount-driven messaging that undermines premium positioning
To request Dalen-supplied photography, fonts and other approved creative assets electronically, contact marketing@dalenproducts.com
Approved Advertising Channels
Eligible activities include:
Retail + Distributor
- Circulars / flyers
- In-store signage
- Endcaps / displays (with approval)
Digital
- Paid social (Meta, TikTok, etc.)
- Paid search (Google, Amazon)
- Retail media networks, owned by retailer (Walmart Connect, Amazon Ads, etc.)
- Email marketing campaigns
- Website banners and landing pages
eCommerce
- Enhanced content (A+ alignment encouraged)
- PDP optimization support
Proof of Performance (Updated)
“If it didn’t perform, it didn’t happen.” All reimbursement requests must include:
Required Documentation
- Final invoice (media or production)
- Proof of payment
- Final creative used (screenshots or files)
Performance Metrics (Mandatory for Digital)
- Impressions
- Clicks / CTR
- Conversion rate (if available)
- Sales lift or attributed revenue (if available)
Dalen reserves the right to deny claims without sufficient performance documentation.
Performance Expectations & ROI Alignment
Dalen is prioritizing high-performing, measurable marketing investments.
Preferred Campaign Characteristics
- Consumer-targeted (not just trade-focused)
- Product education and solution-based storytelling
- Aligned with seasonal demand
- Digitally measurable where possible
Strategic Alignment Priority
Co-op funds will be prioritized for:
- Key retail partners (Costco, Walmart, Lowe’s, Home Depot, Amazon)
- High-visibility SKUs and systems
- New product launches and rebranded packaging
- Programs that support category growth (not just discounting)
Reimbursement Terms
- Claims must be submitted within 60 days of campaign completion
- Reimbursement is capped at available co-op balance
- Payment will be made via credit memo. Customer deductions are not allowed.
- Advertising funds can neither be accumulated nor carried forward to subsequent year(s).
- Dalen reserves the right to:
- Approve/deny submissions
- Request additional documentation
- Adjust funding based on compliance
- Submit requests to the Co-Op Advertising Department via:
Non-Eligible Activities
The following are NOT eligible for reimbursement:
- Unapproved creative or campaigns
- Price-only promotions without brand support
- Internal overhead or labor
- Samples or free goods (unless pre-approved)
- Non-Dalen product promotions
- Discontinued items (unless pre-approved)
Operational Efficiency & Future Growth
At Dalen, we are investing in:
- AI-driven marketing optimization
- Improved campaign tracking and reporting
- Scalable brand systems across all channels
This ensures that co-op investments are not only compliant—but more effective and impactful than ever before.
Dalen’s Co-Op Program is evolving alongside the brand. This is not just about funding marketing—it’s about building a stronger, more consistent, and more profitable presence across every customer touchpoint. We look forward to partnering with you to drive growth in 2027 and beyond.
