Christian Retailing

NEWSLETTERS Current Issue Canadian marketing programs raise awareness of Christian products
Canadian marketing programs raise awareness of Christian products PDF Print E-mail
Written by Christine D. Johnson   
Thursday, 17 July 2014 12:23 PM EDT

NutsAboutBooks-webCanadian marketing and publicity agency Graf-Martin Communications has launched Spark, a new digital street team platform, and re-launched two of its consumer outreach programs, Nuts About Books and Resourcing Leaders. Graf-Martin offers all three services to new and current clients to augment and support public relations and marketing campaigns.

“We’ve developed, refined and rebranded all of these programs because we know that as times change, we need to connect with consumers in new, strategic and creative ways,” said Ellen Graf-Martin, Graf-Martin Communications’ founder and president. “Our clients want to expand their reach across Canada, and we’ve created simple ways to do just that.”

Graf-Martin’s clients—including Baker Publishing Group, David C Cook, Ten Thousand Villages, Sony Pictures, Pure Flix, World Vision Canada and Focus on the Family Canada—have enjoyed access to these signature programs, but now the programs are being made available to the broader industry.

The agency has had “strong retailer encouragement in our development of these programs,” Graf-Martin told Christian Retailing.

In May, the agency piloted its new Spark digital promotion strategy to help launch across Canada films like God’s Not Dead. Unique to the Canadian faith marketplace, Spark Digital Street Teams give products or organizations the opportunity to create “online fireworks.”

Nuts About Books is a program made up of over 250 active bloggers who have been key to the agency’s successes in spreading the word on hundreds of product launch campaigns. 

“No one else was hosting a uniquely Canadian, faith-friendly blog program available to all publishers, so we happily set out to fill the gap,” Graf-Martin said. “Nuts About Books is a staff favorite. We know our bloggers by name, we know their blog statistics and engagement levels, and we’re intentional about tracking them, regularly.”

Graf-Martin Communications’ key influencer network, now named Resourcing Leaders, connects with 250 national leaders and influencers monthly or bi-monthly. The heart of the program is to see key Canadian church and ministry leaders well-resourced, while giving profile to excellent Christian curriculum, books, films and other media.

“In general, our experience is that much of the promotional and advertising activities that happen stateside simply don't cross over the border, meaning that the burden to drive consumer awareness and push consumers into stores falls primarily on the shoulders of the retailer,” Graf-Martin said. “The Canadian distributors do some marketing efforts, but they're also limited in what they can reasonably do at a broader level. Budgets are just tight everywhere. Our creation of these programs has been designed to help fill the gap—scaling the resources so that any publisher, distributor and so forth can access them, create product awareness and drive sales to retail.”

 

In this current issue:

Audiobook sales rise significantly in 2014

News image

The audiobook industry is continuing to expand in sales as...

READ MORE

Thomas Nelson promotes senior marketing staff

News image

Thomas Nelson announced two senior marketing promotions July 24. Michael Aulisio...

READ MORE

Jason Crabb honored with street name in hometown

News image

Jason Crabb was recently honored with a street name, “Jason...

READ MORE

Glory Haus gourmet initiative helps the homeless

News image

Glory Haus’ new line, “Pickles with a Purpose,” launched earlier...

READ MORE

'Today's King James' gains traction

News image

The Modern English Version (MEV) Bible is poised for sustained...

READ MORE

CPE Murfreesboro event seeks to equip, engage retailers

News image

Christian Product Expo (CPE) returns Sept. 20-22 to “encourage, equip and...

READ MORE

Anchor, Bridge-Logos announce new distribution agreement

News image

Anchor Distributors and Bridge-Logos have finalized a distribution and fulfillment...

READ MORE

Social media now among the top customer acquisition channels

News image

Twenty-five percent of retailers cite Facebook as a top customer-acquisition...

READ MORE

NRF predicts increased sales during second half of 2015

News image

The National Retail Federation (NRF) lowered its 2015 retail sales...

READ MORE

'Southern Writers' honors Christian book cover design

News image

Two books by Christian-market publishers have won the Southern Writers 2015...

READ MORE

Tyndale House victorious in abortion-pill court case

News image

A Bible publisher that challenged the Obama administration’s abortion-pill mandate...

READ MORE

GMA research shows popularity of Christian music

News image

Christian and gospel music reached 215 million people and every...

READ MORE
100%
-
+
0
Show options

a