Category Archives: Insights on Non-Profit Marketing

POPs – The EM Difference

Events Marketing’s strategic POP distribution service stands head and shoulders above the competition in delivering unrivalled visibility for your event registration materials.  What is the EM difference?  It begins right at the strategic planning stage, when we spend valuable time understanding your specific campaign requirements and target demographic to build a project plan tailor-made for your event. Using postcodes of your previous event registrants, we produce maps to show exactly where in the city your supporters are located, street by street and neighbourhood by neighbourhood.  Armed with this valuable data, we plan exactly how much of your valuable marketing collateral should be placed in each area of the city so that nothing goes to waste.

Then, using our comprehensive national database of high traffic retail routes, we plan a distribution campaign to deliver maximum in-store exposure for your event registration materials at a range of carefully selected, quality retail locations.   From major national chains to hip local boutiques, we make sure that you are in all of the right locations to reach your target demographic and drive registrations.  Our field distribution teams carry only your materials and each POP placement is individually approved, store by store.  Detailed weekly reporting keeps you closely in the loop on campaign progress and a final audit and wrap-up report complete the picture.

Whether you are planning a major national POP campaign in 30+ markets or a targeted local distribution in one key city, EM’s strategic POP distribution will deliver the results which you have been looking for.  We are the leading agency in Canada to the non-profit sector and experts in field-based fundraising techniques.  Contact us today to discover more about our POP distribution and other Front Line Donor Development services.

Measuring the Strategic Value of POP Distributions

A strategic distribution of just 1,000 POPs can easily generate between 1,500,000 and 3,000,000 impressions per month for your event or campaign!  Are you surprised by just how much exposure Events Marketing’s campaigns generate? Now compare this to traditional media such as radio, tv and press, and the tremendous value of a strategic POP campaign becomes clear!

Why are Events Marketing’s POP campaigns so effective?  Each POP placement is individually approved in store by our distribution teams and set up in the most visible location in carefully selected high traffic retail locations.  The result is unrivalled exposure to your target demographic and a measurable impact on event registrations.

As well as the primary impressions which each POP creates in store, there are also the secondary and tertiary impressions generated by the brochures which the POP contains.  Event brochures are taken by your target demographic to their homes and workplaces and act both as a reminder to register and a topic of conversation which spreads the word still further.  With 20-30 brochures in each POP the multiplier effect is huge!  Results like these are why our clients use our strategic POP distributions year after year as a key piece of the their event media and marketing strategy.

Contact us at or call 416.364.9417 today to find out how our competitively priced, strategic POP distribution service can give your next event the edge!

Looking for fresh ways to find new registrants for your fundraising event?

With summer just around the corner and event season about to get into full swing, Events Marketing’s Street Teams and Brand Ambassador programs are the perfect way to take your campaign messaging to another level and connect with new event registrants and donors.

At carefully selected high-traffic locations, our Street Teams target your event demographic, initiate valuable one-on-one conversations and uncover new event registrants and donors, capturing important contact information for your follow up. Add in a contest or promotion (a discounted event registration fee or early bird special, for example) for added impact!

Whether local, provincial or national, we will work with you to build a Front Line Donor Development program to suit your budget and deliver amazing results!  E-mail us today or call 416.364.9417 to find out how.


Field Marketing for the Non-Profit Sector

Events Marketing specializes in field marketing for the Non-Profit Sector. We have developed unique, high impact activities that raise awareness, registrations, and donations in local markets.

Let’s talk about the Strategic POP Campaign… POP stands for “point of purchase” and refers to a compact display that hosts campaign materials in the form of a brochure or postcard. These campaigns are designed to deliver Breakthrough Visibility for your event registration materials.  How is this achieved?  It begins with a detailed analysis of your requirements, a strong understanding of your target (or desired) demographic as elements in a careful planning process. We then apply our deep knowledge of Canada’s cities to determine the neighbourhoods and quantities best allocated to your campaign. The end result is POP coverage tailor-made for your event.

Since 2004 we have been working in Canada’s cities, developing exclusive “routes” where retailers have become familiar with the visits from our professional Campaign Brand Ambassadors who deliver materials and promote your event.

Over the years, we’ve seen dramatic changes in many cities. In response we have also grown and evolved our routes to include new neighbourhoods that have sprouted up attracting affluent families, professionals and other key demographic populations. If you tell us whom you want to reach, we can build the plan to create the awareness!

Detailed weekly reporting keeps you apprised of campaign progress. Once a campaign is complete, we deploy our independent auditors. Their findings along with other campaign details are delivered to you in a Final Report.

Whether you are planning a major national roll-out in all of Canada’s major and minor markets, or a targeted local initiative in one key city, we have the experience, local market knowledge, resource management expertise, and proven methods to deliver results to your athletic or community fundraising event.

Click to contact us today and find out how we can drive registrations and build community awareness for your next event.

A New Twist on Traditional Media and Fundraising Events

A media buy including print ads and radio spots has long been revered for generating broad awareness and support for Fundraising Events.  What is not widely understood is that Events Marketing’s specially designed Strategic POP Campaign Services can outperform traditional media.

In surveys of event registrants, our clients report that POPs rank number 3 in awareness creation.  Event attendees report word-of-mouth recommendations as the number 1 way they heard about the event.  The event website was ranked number 2.  This direct feedback shows that POPs generate significant awareness for events!

A well-orchestrated Strategic POP Campaign will deliver more value to your campaign than a much more costly media buy.  In fact, top fundraising event managers consider POPs as an essential and cost effective part of the awareness campaign.  In simple terms, more people will report hearing about your event due to the brochures that a POP distributes into the community than will report hearing a radio ad….by a factor of 3!

Contact us at  or call 416.364.9417 today to find out how our competitively priced, strategic POP distribution service can help you reach your event registration and fundraising goals in 2013!