WOM in the Workplace

By Patrick Courtney

The water cooler just got a lot sexier for marketers. A recent survey conducted by WorkPlace Media and reported by MarketingCharts indicates that 96% of workplace consumers give coworkers advice about products and services. Additionally, 93% also seek advice before making purchases.

“The American workplace is replacing the American neighborhood as the most lucrative marketing channel for advertisers looking to connect with consumers where they eat, shop and socialize,” said Stephanie Molnar, CEO of WorkPlace Media.

With the average work week well over 40 hrs and gas prices continuing to rise, consumers are making their purchases to and from work, and during their lunch breaks. Dining out, food/groceries, and beverages round out the top three purchase items.

How can you take advantage of this WOM trend? The corporate kitchen might be a good place to start. Stocking the fridge with free product and marketing materials would get the conversation started, or take a tip from Andy Sernovitz and turn your regular restaurant goer into an office evangelist!