Out of Home
Your client reaching folks at their desk
By Kathy Prentice
Jul 14, 2008 - 1:05:30 AM

Advertisers have long been eager to reach out to consumers during work hours, and one way has been to catch them coming and going with elevator advertising.

But there are also programs that snag their attention while they're at their desks and in the lunch room.

To find out how to get your client’s message before consumers where they work, read on.

This is one in a Media Life series on buying the new out-of-home venues. They appear weekly.

Fast Facts

What
Ad messages targeting employees while they’re at their place of employment.

Who
There are several workplace media programs. For this article, Media Life spoke with WorkPlace Media in Cleveland and GoGorilla Media in New York.

How it works
Advertisers target consumers at their workplace with branded giveaways that range from coupons for fast food to a free on-site massage.

WorkPlace Media programs include distributing coupons, samples, gift cards and printed product information. They also use posters in common areas like break rooms.

“Sampling items are relevant to workers,” says CEO Stephanie Molnar. “Anything from breath mints to sanitary products, packaged meals, gum and coffee.”

Creative is provided by the advertiser and usually ties into an at-work theme.

Campaigns can focus on branding or on a promotion. Targeting can be done by dayparts. For example, Wrigley used the program to distribute chewing gum to office workers from 2 p.m. to 3 p.m., after lunch.

GoGorilla Media has added branded iced coffee, gourmet snacks and on-site massages to its inventory of workplace programs.

Freebies are delivered using a branded cart with drinks and ice cream in branded cups.

“We handed out branded candles and cups of lemon water to employees getting free massages for Scripps' Fine Living Network,” says GoGorilla Media’s vice president sales Heather Corrigan.

Markets
WorkPlace Media programs are available in any U.S. market.

GoGorilla Media campaigns typically run in New York but it will develop programs in other markets, Corrigan says.

How it is measured
Coupon redemption, sampling counts, online responses and increased sales are all used to determine impressions.

Research
According to the 2007 At-Work Consumer Media & Shopping Behavior survey conducted by BIGresearch, nearly 75 percent of at-work consumers report making purchases on their commute to or from work or on their lunch hour.

According to the Bureau of Labor Statistics, employees spend 60 percent of their waking hours at work.

What product categories do well
Restaurants, retail, groceries, pharmaceuticals, consumer packaged goods, auto, publications and entertainment are top categories.

National advertisers often tie their campaign materials to their local outlets. For instance, a coupon could include directions to outlets closest to the targeted workplace.

Demographics
Groups can be targeted by workplace.

“Certain businesses have a high degree or concentration of employees in certain age, income and ethnic groups,” Molnar says.” All types of businesses are targeted, with the exception of government offices.”

GoGorilla Media will target any type of workplace, though current campaigns have primarily targeted ad agencies.

Making the buy
WorkPlace Media’s program has a lead time of five to six weeks. The cost is contingent on program elements, length of campaign and number of markets. Campaigns usually run four to six weeks but have run as long as 12 months.

GoGorilla Media’s program has a four-week lead time. Campaigns usually last a week. Factors that affect cost include program elements and length of campaign.

Who’s already using the workplace to advertise
Recent WorkPlace Media campaigns include Hardee’s, Panera Bread, Kmart and Sheetz. GoGorilla Media campaigns include Fine Living Network and the Gospel Music Channel.

What they’re saying
“The work environment provides a powerful social network. Years ago people sat on their front porch and talked with neighbors, and now very often that socializing happens in the work world, which creates word of mouth and the buzz factor when they talk about selecting products.” – Stephanie Molnar of WorkPlace Media

Web site info
WorkPlace Media at http://www.workplace-media.com

GoGorilla Media at http://www.gogorillamedia.com