POPAI Central Europe

What POPAI Central Europe does

POPAI Central Europe is the Czech and Slovak regional branch of the global POPAI organization, operating as a private industry association under the legal entity POPAI CE service, s.r.o. (IČO: 27555844), headquartered in Hradec Králové, Czech Republic. Founded in 2001, the association serves the in-store marketing communication and point-of-purchase (POP) advertising sector, representing the full value chain — brand manufacturers, retail chains, advertising agencies, and POP producers — through a membership base of 100+ companies including Nestlé, Unilever, Coca-Cola, Albert, Kaufland, Globus, Omnicom, Altavia, DAKACOM, and MORIS design.

The association's core offerings are non-technological, organized around an annual event-driven portfolio. These include the flagship POPAI DAY conference (now in its 18th edition), three recurring competitions (POPAI AWARDS, Hvězda 3D reklamy, and POPAI STUDENT AWARDS), a certified in-store marketing communication course delivered in both the Czech Republic and Slovakia, monthly newsletter POPAI imPulse, the POPAI Library knowledge resource, and publications such as the 'Kniha POP – In-store komunikace v praxi' book published with Grada Publishing and the 'Průvodce oborem marketing at retail' guide.

POPAI Central Europe monetizes through four revenue streams: recurring annual membership subscriptions, ticket-based event revenue (conference tickets at 10,900-11,900 CZK + VAT, gala dinner at 3,000 CZK + VAT), professional services revenue from seminars, workshops, and certified courses, and publication/research sales. Distribution is event-driven with member acquisition occurring at POPAI DAY, seminars, workshops, and through university partnerships and referrals. The association maintains strategic alliances with AKA (Association of Communication Agencies), Magenta Experience Center (venue partner), InsightLab (research partner), and multiple Czech and Slovak universities.

Name

POPAI Central Europe

Legal name

POPAI CE service, s.r.o.

Website

https://www.popai.cz

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

POPAI Central Europe is a Czech and Slovak industry association, founded 2001, serving the in-store marketing and point-of-purchase advertising sector through membership services, events, awards, certified courses, and industry research for 100+ member companies.

Ownership category

akta.pro rank

Product category

Industry Association Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Retail & Pop-up Experiences (In-store/Pop-ups) (MPAAAGAG)

Keywords

• Industry association services
• In-store marketing
• Retail communication events
• Point-of-purchase advertising
• Trade marketing education

Headquarters

HQ city

Hradec Kralove

HQ country

Czechia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership Fees: Annual membership fees for brand manufacturers, retailers, advertising agencies, and POP producers. Members receive access to events, publications, research, and networking opportunities.
2. Event Revenue: Revenue from POPAI DAY conference (ticket sales for conference and gala dinner), seminars, workshops, and networking events. Conference tickets range from 10,900-11,900 CZK + VAT, gala dinner tickets 3,000 CZK + VAT.
3. Educational Programs: Revenue from certified courses in in-store marketing communication. Course fees: 5,990 CZK + VAT for non-members in Czech Republic, 170 EUR + VAT in Slovakia.
4. Publications and Research: Revenue from industry publications, guides, and research reports including the Guide to Marketing at Retail and POP In-Store Communication book published with Grada Publishing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

POPAI Central Europe is a membership-based industry association that delivers programs and services to the in-store marketing and retail communication ecosystem in the Czech Republic and Slovakia. Its core deliverables include the annual POPAI DAY flagship event, three industry competitions (POPAI AWARDS, Hvězda 3D reklamy, POPAI Student Award), a certified in-store marketing course, the monthly POPAI imPulse newsletter, a knowledge library of research and case studies, and publications such as the Kniha POP book and Marketing at Retail guide.

Product overview

POPAI Central Europe is a trade association (not a single software product) that serves the in-store marketing and retail communication industry through a portfolio of programs, events, competitions, and educational resources. The core offerings include the annual POPAI DAY flagship event combining conferences, exhibitions, and networking; the POPAI AWARDS, Hvězda 3D reklamy (3D advertising competition), and POPAI Student Award (student competition) which recognize excellence in POP advertising and retail communication; POPAI imPulse monthly newsletter; the POPAI Library containing research publications, conference proceedings, and archival materials; and a Certified Course on In-Store Marketing Communication. Key publications include 'Kniha POP – In-store komunikace v praxi' and the 'Průvodce oborem marketing at retail' guide. The association also facilitates networking events and specialized seminars on topics like digital communication, sustainability, and retail trends.

Differentiator

Problem solved

Functional benefit

Products and services

• POPAI DAY Annual premier retail industry event combining a full-day conference, exhibition of award-winning POP projects, networking sessions, and a gala evening with the POPAI Awards ceremony; targeted at brand manufacturers, retailers, agencies, and POP producers.
• POPAI AWARDS Prestigious annual competition recognizing the best implementations and creations in point-of-sale advertising and in-store communication in the Czech Republic and Slovakia.
• Hvězda 3D reklamy (Star of 3D Advertising) Annual competition focused on advertising objects and 3D advertising, showcasing the best promotional items and three-dimensional advertising solutions in categories including corporate gifts, office supplies, and packaging.
• POPAI Student Award Annual student competition encouraging young talent in advertising, design, and retail communication, with categories such as advertising items 3rd millennium.
• POPAI imPulse Newsletter Monthly email newsletter providing news and insights on in-store communication, retail trends, and marketing at retail, available by subscription through the website.
• POPAI Library Knowledge resource library providing members and the industry with surveys, case studies, conference proceedings, specialized publications, and archival materials on in-store marketing and POP advertising.
• Certified Course - In-Store Marketing Communication Professional certification program teaching effective in-store communication strategies in an action-learning format with practical exercises and expert instructors; offered in both Czech Republic and Slovakia.
• Kniha POP – In-store komunikace v praxi (POP Book – In-store Communication in Practice) First comprehensive Czech publication dedicated to in-store communication and marketing at retail, covering trends, tools, effectiveness measurement, and consumer psychology.
• Průvodce oborem marketing at retail (Marketing at Retail Guide) Presentation publication offering a current overview of in-store advertising and communication trends, published in electronic book format.

Quantifiable outcome

• Research on shopper behavior influencing purchase decisions in retail environments
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered minor and core.

• SOCR (Svaz obchodu a cestovního ruchu ČR)minorStrategic or Co-development PartnerCooperating organization providing cross-industry collaboration in retail and trade.
• CMS/CMA (Česká marketingová společnost)minorStrategic or Co-development PartnerCooperating organization in marketing field.
• Sdružení dodavatelů pro signmaking (Signmaking Association)minorStrategic or Co-development PartnerLong-standing cooperation with sign-making industry association on joint events and projects.
• Magenta Experience CentercoreGTM or Marketing PartnerPreferred venue partner for POPAI seminars and events. Located at Arkády Pankrác, Prague.
• Retail Magazín (Slovakia)minorGTM or Marketing PartnerMedia partner providing coverage of retail industry topics.
• RetailNews.czminorGTM or Marketing PartnerCzech retail industry news outlet, media partner for industry coverage.
• AKA (Asociace komunikačních agentur)coreStrategic or Co-development PartnerPartnership with Association of Communication Agencies for workshop content guarantee and professional development programs. First workshop 'Jaký brief, takový výstup' created jointly.
• Ekonomická fakulta VŠB-TUOminorStrategic or Co-development PartnerUniversity partnership for MBA program promotion and student engagement.
• Fakulta masmediálnej komunikácie UCM TrnavaminorStrategic or Co-development PartnerUniversity partnership for marketing communication education and POPAI STUDENT AWARDS.
• Ústav marketingových komunikací FMK UTB ZlínminorStrategic or Co-development PartnerUniversity partnership for marketing communication education and student projects.
• InsightLabcoreStrategic or Co-development PartnerResearch agency partnership for shopper behavior and in-store effectiveness studies. Presented joint research on how Czechs shop and influence of POS materials.
• Grada PublishingminorGTM or Marketing PartnerPublisher of POPAI CE's professional book 'POP – In-store komunikace v praxi' (POP In-Store Communication in Practice).

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• POPAI (Global / Shop!): The global parent federation of POPAI, which has rebranded under the 'Shop!' umbrella. It runs comparable research, awards, and educational programs at a global scale and sets the strategic direction that regional branches like POPAI CE execute against.
• POPAI France: A sibling regional POPAI chapter serving the French market with the same membership, awards, and event-driven model focused on point-of-purchase and in-store marketing. Structurally identical to POPAI CE but in a larger market.
• POPAI Italia: Italian regional POPAI chapter operating the same member association model — events, awards, education, research — focused on point-of-sale marketing. Comparable in mission and revenue model to POPAI CE.
• AKA (Asociace komunikačních agentur): Czech Association of Communication Agencies — POPAI CE's co-development partner on workshops and an industry-association peer serving a closely adjacent Czech marketing ecosystem (agencies vs. POPAI CE's manufacturers/retailers/POP producers).
• Česká marketingová společnost (CMS / CMA): Czech Marketing Society — a cooperating industry association covering the broader marketing profession in Czechia. Same association model (membership, events, education) and overlapping member companies with POPAI CE.
• Sdružení dodavatelů pro signmaking: Czech Signmaking Suppliers Association — a cooperating partner organization of POPAI CE. Trade-body peer serving a specific vertical within POPAI CE's broader in-store and signage ecosystem.

Regional players

• SOCR (Svaz obchodu a cestovního ruchu ČR): Czech Trade and Tourism Association — a cooperating partner organization representing retail and trade in the Czech Republic. Adjacent trade-body peer operating in the same geography and overlapping member base.

Broad incumbents

• IAA (International Advertising Association): Global advertising industry association covering all marketing communications disciplines. A broader incumbent operating at global scale with overlapping member base at the enterprise level (e.g., Omnicom).
• The Advertising Association (UK): UK trade body for the advertising industry with similar membership, awards, policy, and educational programs. Larger and more institutionalized, but structurally comparable as a national/regional marketing trade association.
• Effie Worldwide: Global marketing-effectiveness awards program with local Effie Awards Czech Republic editions. Comparable as a globally recognized marketing awards franchise, providing a benchmark for POPAI CE's POPAI AWARDS and Hvězda 3D reklamy programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC5WvfTiQMhZKwDGJcv5872w
• Facebookfacebook.com/popaicentraleurope
• LinkedInlinkedin.com/company/popai-central-europe
• Instagraminstagram.com/popai_central_europe

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 POPAI Central Europe