Jacobs clients are well aware of our emphasis on at-work campaigns, starting with a vengeance after we read and absorbed that groundbreaking 1997 study from Arbitron and Edison that illustrated the large scope of listening at Rock stations. More than a decade and scores of Workforce-type promotions later, the value of branding stations with a strong at-work component has never been smarter - or more powerful. And now you add the PPM advantage to the mix, and the rationale becomes even more logical because Arbitron has shown that its new ratings methodology favors the working stiffs of America.
But what's in it for sales, aside from higher ratings, of course? Recent data from BIGresearch shows that an at-work program also has sales applications because Americans are spending 60% of their waking hours on the job - an all-time high. And radio is an ideal medium for penetrating the at-work experience.
Here's why: At work, consumers are spending time online, researching products. Nearly half say they've researched electronics on the Internet within the last 90 days. And almost three-fourths say they regularly/occasionally dine out or buy groceries or beverages during their at-work hours.
Not surprisingly, word of mouth is powerful in the workplace. In fact, 96% of workers say they regularly/occasionally dispense advice about products and services. More than nine in ten seek out advice from co-workers before making the buying decision.
Radio stations with solid at-work listening programs in place, coupled with trustworthy midday personalities who can sell, can provide a unique and powerful forum for advertisers in an environment where newspapers, TV, and magazines can't cut it.