Promoters

What Promoters does

Promoters ApS is a Danish event execution and in-store marketing agency headquartered in Copenhagen, founded in 1999 and operating under founder-owner Danny Fabricius Fogel. The company deploys a network of 700 trained and certified brand ambassadors (promotere) across more than 350 events and 10,000+ individual activities annually, serving approximately 100 enterprise customers in Denmark. Its service portfolio spans in-store product demonstrations, trade shows, festivals, pedestrian streets, metro and train station sampling, and sports/concert activations, targeting FMCG brands, beverage companies, and retail chains.

The company's core technology assets are the proprietary Frontliners platform and the Flycasen demostand. Frontliners is an AI/ML-enabled recruitment, training, certification, and performance-management system that matches candidate profiles to campaigns, predicts promoter performance, and optimizes training content sequencing; it also provides customer-facing dashboards for real-time campaign tracking. Flycasen is a proprietary demonstration stand that doubles as a transport case, enabling campaign continuity if the assigned promoter is unavailable.

Promoters operates a sales-led, event-driven go-to-market with a product-led platform layer. Revenue is generated via professional services billed on hourly rates or fixed-price agreements, with 8-day payment terms and split invoicing (50/50 at order and completion, or 75/25 for campaigns over two weeks). Customer concentration skews toward large multinational brands such as Mondelēz, Diageo, Innocent drinks, Conaxess, and Louis Nielsen/Specsavers, supported by dedicated key account management and 24/7 operational coverage that underwrites a stated 99.5% delivery reliability.

Name

Promoters

Legal name

Promoters ApS

Website

https://promoters.dk

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Promoters ApS is a Copenhagen-based in-store marketing and event agency deploying a network of 700 trained brand ambassadors to deliver product demonstrations, sampling, and event activations for approximately 100 enterprise customers across Denmark.

Ownership category

akta.pro rank

Product category

In-Store Marketing & Brand Activation Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Convention and Trade Show Organizers (56192)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Retail, Consumer Goods & Lifestyle Shows Organizers (THAHABAJ)

akta.pro secondary industry

Consumer & Public Shows (B2C) Organizers (THAHABAC)

Keywords

• In-store marketing
• Brand activation
• Product sampling
• Promotional staffing
• Event marketing

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Event and In-store Marketing Services: Promoters generates revenue by providing in-store marketing, product demonstrations, sampling, and event services to brands and retailers. Pricing is based on time spent and other costs, with solutions invoiced at applicable hourly rates. For fixed-price agreements, customers are invoiced for the agreed fee with additional work billed at standard hourly rates. Payment terms: 8 days after invoice date; invoicing split 50/50 at order receipt and completion, or 75/25 for campaigns over two weeks.
2. Promoter Staffing Services: Revenue is generated by supplying trained and certified promotere (brand ambassadors) for in-store activations, events, festivals, trade shows, and street marketing activities. The company employs promotere who are selected through a three-step process and trained via the Frontliners platform.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels4 records

Core offering

Promoters ApS provides in-store marketing, product demonstrations, sampling, trade show staffing, festival activations, and street-level promotional campaigns for brands and retailers in Denmark. Services are executed by a 700-person network of trained and certified brand ambassadors selected and managed through the proprietary Frontliners AI platform. The company delivers 350+ events and 10,000+ individual activities annually for approximately 100 companies with a 99.5% delivery reliability.

Product overview

Promoters is an in-store marketing and event agency that offers a unified portfolio of promotional services. The core offering includes in-store demonstrations, product sampling, trade show support, festival activations, and sports/concert event marketing. The company operates Frontliners, an internal digital platform for recruiter, training, and performance management of promoters, and Flycasen, a proprietary demo stand solution. Services span store demonstrations, trade shows, festivals, metro stations, pedestrian streets, shopping centers, and train stations.

Differentiator

Problem solved

Functional benefit

Products and services

• Butiks Demo (Store Demo) In-store product demonstrations conducted by trained promotere to engage consumers and drive sales at the point of purchase for consumer brands and retailers in Denmark.
• Messer (Trade Shows) Professional support for trade shows and exhibitions including booth staffing, sample distribution, and product demonstrations for exhibiting brands.
• Festivaler (Festivals) Festival-based sampling and brand activation services that engage festival attendees with product experiences and demonstrations.
• Metrostations Sampling (Metro Station Sampling) Sampling and promotional activities at metro stations targeting commuters in their daily routines.
• Banegårde og Storcentre (Train Stations and Shopping Centers) Sampling and activation campaigns at train stations and shopping centers targeting commuters and shoppers.
• Gågader Events (Pedestrian Street Events) Street-level promotional activities and events in pedestrian areas to engage consumers in high-traffic commercial zones.
• Sports- og Koncert Events (Sports and Concert Events) Sampling and activation services at sports venues and concert locations targeting event attendees.
• Events (Custom Brand Activation Campaigns) Custom brand activation campaigns such as the Let's Cocktail Tour for Diageo and FEET events for Louis Nielsen, executed as touring or multi-location brand experiences.

Quantifiable outcome

• 99.5% delivery reliability rate
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature3 records

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Influence: UK-based experiential and brand activation agency producing live consumer experiences, in-store sampling, and event-based campaigns for FMCG and retail clients. Similar service positioning and customer overlap, providing a UK peer comparable to Promoters' Denmark-centric offering.
• BrandLoyalty: Netherlands-based brand activation and loyalty marketing specialist serving global FMCG clients. Operates in-store sampling and promotional campaigns across European retail using trained field staff — directly comparable business model and customer overlap with consumer goods giants.
• Reposition: Copenhagen-based in-store marketing and field activation agency serving FMCG and retail brands in Denmark. Closest direct comparable: similar service portfolio (in-store demos, sampling, trade shows), overlapping customer base, and competing for the same Danish brand activation contracts.
• CPM Group: International field and promotional marketing group with strong European presence. Delivers in-store promotions, sampling, and retail brand activations to FMCG and consumer brands with a similar mix of hourly staffing services and digital campaign tools.
• Gekko Field Marketing: Dentsu-owned field marketing agency operating in the UK and DACH region. Provides retail merchandising, in-store activations, mystery shopping, and brand ambassador deployment to consumer brands — closely matching Promoters' service mix and customer profile at larger scale.

Broad incumbents

• Smollan: South Africa-headquartered retail execution and brand activation services group, PE-backed by Old Mutual, with global operations. Provides merchandising, in-store activations, and field marketing across emerging and developed markets — comparable business model at much larger international scale.
• Advantage Solutions: NASDAQ-listed (ADV) sales and marketing services company with a substantial in-store demonstrations, sampling, and brand activations business. Significantly larger scale and broader service portfolio concentrated in North America but overlapping directly with Promoters' category.
• Acosta: US-headquartered retail sales and marketing services company providing in-store demonstrations, sampling, brand activations, and merchandising at massive scale to CPG brands. Comparable service category but significantly larger and broader geographic footprint than Promoters.
• Sparks: US-based experiential marketing and brand activation agency (part of the Omnicom network). Delivers large-scale brand experiences, sampling, and event-based activations to global brands — broader North American geographic focus but shared brand activation category with Promoters.
• Maritz Global Events: US-headquartered global events, experiences, and engagement services group. Operates broadly in corporate events, incentives, loyalty and brand experiences for large enterprises across North America and Europe — broader scope than Promoters but overlapping brand experience delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/_Promoters_
• Facebookfacebook.com/promotersdk

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Promoters