Commentary

Working the Workplace

Media buyers want to reach households, but studies show that most people spend more time at their workplaces rather than at home. WorkPlace Print Media is partnering with marketers such as Kmart, LensCrafters, and McDonalds to reach consumers at their workplaces.

"The work environment is an untapped, uncluttered environment," explains Dan Wheeler, vice president of WorkPlace Print Media. "[People] make the majority of their purchases on their way to and from work, and at work is where they make most of their purchases over the Internet."

WorkPlace maintains a network of contacts at companies that range from 20- to 2,000 employees that distributes coupons and other offers. It also ensures they accompany each employee's paycheck. The company has a proprietary database of more than a million businesses and the potential to reach more than 70 million consumers. "Many of our contacts use these exclusive offers as perks for their employees," says Wheeler. "When the employee perceives these offers as a reward, the redemption rates go through the roof."

Next story loading loading..