Digital marketing firm expands services into Canada

White Glove Workshops, a digital marketing company specializing in designing and delivering seminars for professionals in finance, insurance, health care, real estate and law, is looking north—to Canada.

The firm, which is headquartered in the greater Detroit area, designed and managed some 3,500 workshops in 2017 alone.

Its Canadian expansion goals call for 300 seminars by the end of 2018.

“There is a tremendous opportunity for Canadian service professionals to grow their business through in-person seminars that are powered by digital marketing,” said CEO Mike Ashley. “(It’s) an approach currently not being utilized to its full extent in this region.”

Ashley said White Glove’s research shows that professionals in the Canadian market rely primarily on referrals to grow their business, something his company would like to change.

“We want to transform their approach to generating new business,” said Ashley.



The firm has already scheduled several free-to-attend educational seminars in the Toronto area and Ottawa, the nation’s capital. The finance-related workshops will focus on different ways the Canadian Pension Plan and Old Age Security (think Social Security in the U.S.) can be claimed, how survivor benefits work, how to potentially increase or recapture benefits, and new rules that affect businesses.

The real estate workshops are designed to educate first-time homebuyers on the purchase process.

Ashley said the value of the process White Glove Workshops, which was founded in 2015, is that everything is done for the professionals who co-host the events.

“We take on all the work and risk associated with educational seminars on behalf of these professionals,” he said. That includes securing the venue, deploying the company’s proprietary digital marketing program, and training professionals on how to have a successful seminar.”

White Glove representatives say the company tripled its revenue between 2016 and 2017 and now works with more than 1,000 hosts in Canada and the U.S.