There are two ways to learn about a company’s business practices: spend hours online doing research or have a conversation with the founder. I’ve had the chance to do both with WorkPlace Impact (WPI), and the latter is much more fun!
President of WPI Tim McCarthy was a recent guest on the 8th & Walton Conference Call podcast. I was really looking forward to this conversation because WPI has brought such a fresh, targeted approach to marketing products and services. It was fascinating to learn first-hand from Tim how the idea came about and where he sees the trend going in the next few years.
What Is WorkPlace Impact?
For anyone not familiar, it helps to start with the mission of WPI. “It’s infinitely simple,” Tim explains. “We deliver samples and incentives to consumers where they work instead of where they live.
“We help national clients that have products they’re introducing in particular regions or stores that they’re testing or openings that they’re doing. In some cases we’ll go systematically. What we’ve developed is relationships with key contacts at employers all across the country. We invite them to a network; the network is where they can get free stuff from the big marketers and advertisers.”
Stumbling Upon a Great Idea
WPI’s greatest strength and key to success is something rare in the current marketing climate: solid relationship-building. Although the current WPI marketing model wasn’t its first tactic, it soon proved to be the best path.
“The company was actually formed long before the concept,” Tim says. “Of the many things we did to market for our clients, the thing that worked best was when we went to an employer and said ‘Would you like to get an offer that you can share with your people from our client?’
“The answer we always got from them was ‘What’s the trick?’ There’s no trick! The client just wants you to try their stuff.”
Personal vs. Digital Marketing Campaigns
I was curious if WPI runs into skepticism from clients. In a marketing world gone digital, the personal approach can at first seem like a tough sell. Tim explained he gets that quite a bit, but clients need to understand that marketing is like any other adaptable function.
“Trains didn’t go away when airplanes came along. They’re just used for a different purpose,” Tim explains. “Personal marketing will always have its place. One thing we’ve found is digital isn’t as effective as personal in the workplace. If we get to send employees a digital coupon via the company intranet, it’s almost too passive. But if we give them something physical (like a sample bag, detergent pod, or paper certificate), that really gets noticed.”
Personal Makes it More Fun
Tim concluded our visit by showing how WPI uses both the personal touch of marketing and social media to create fun and excitement for clients.
“One thing we’ve been doing is having photo contests. When we distribute a certain type of card or sample, we invite the people from that workplace to do something silly and upload it to our social media channels. You’d be amazed how many people are doing it.”
He also shared some recent creativity that proved very beneficial for the client. “One lady took all the cards we were distributing to one office and made a dress out of them! She sent us the picture, then handed out the cards. If we can make it fun at the office, that turns into experiential, which really makes our concept that much bigger.”
To find out more about WorkPlace Impact, visit WorkPlaceImpact.com.