In this regular item we catch up with one of our members, The Work Perk, headline sponsor for the IPM Awards 2019 on 4th July...
Hannah Campbell and Craig Williams, Directors at The Work Perk in London tell us what they’ve
been up to over the past few months, their thoughts on office-based sampling,
and what they’d say to a senior new business target if they had 30 seconds with
them in a lift.
IPM: Hi Hannah,
thanks for talking to us. How are things going at The Work Perk at the
thanks! 2019 kicked off to a busy start, and it’s only picked up the pace. We've grown as a business this year and attracted a lot of interest from new
brands, executing campaigns from the likes of Caudalie, Rustlers, Hartley’s
10Cal and Clarins to name a few.
Let’s not forget our returning clients as well, like Nestlé (YES!
Ireland, Milkybar Mixups, Box Bowls), Unilever (Pot Rice, Pot Shop, PrepCo) and
L’Oréal (Viktor & Rolf). It’s also great to see some of the smaller and
emerging brands utilising our mechanic a second time round, with the likes of
TENZING Natural Energy and HUEL keen to impact more workers. On the other side
of our business, it’s also great to be able to reward employees across the
globe with high-quality products and samples. Overall, good times!
IPM: How is your business developing and evolving –
any interesting plans for the rest of the year you can share with us?!
office sampling service has undoubtedly grown in 2019, as a leader in office
sampling, we’re naturally being recognised in North and Latin America, Middle
East and Australia from the likes of Heineken, Mondeléz (Triscuit) and Red
We're still innovating and improving in the U.K. as well. For example,
we’re currently developing our experiential service so brands can further
benefit from brand-to-hand activations with their target audience within the
office environment. Experiential office sampling used alongside our original
desk drop technique increased the impact tenfold.
We currently have hundreds of offices willing to also host pop-up events
and stands in their offices, a figure that will only grow. By segmenting our
network of office works to a defined target audience supplied by the
brand/agency, this increased impact is truly effective in both brand awareness
and encouraging sales.
We’re also in the process of creating a
unique way of sampling to consumers that creates huge benefits to both the
consumers and the brands. I’m afraid that’s under wraps for now but within the
next couple of months we’ll be offering this to new and existing clients, so
keep a look out for that. It’s something we’re really excited about and
something that could change the game in terms of product trial and employee
rewards all rolled into one. Stay tuned...
IPM: Based on the success of
your Office Sampling, both desk-drop and experiential, are more consumers
wanting to be impacted by product marketing with a tangible benefit?
HC: To give you an idea, we asked our U.K. database a short survey regarding their
opinions and preferences about product trial. Over 88% of consumers said that
product trial was their preferred method of advertising, of which 82% of people
that trial a product they enjoy are likely to actually go on and purchase it.
More FMCG brands are seeking ways to engage consumers in a fun and
exciting, results driven way. There’s been a noticeable shift in the brand
strategies for a number of the major household brands & NPD’s we represent
in recent times, and whilst ATL communications have historically dominated the
brand strategies and subsequent budgets, the landscape is changing to support
the savvy, preferred methods that customers enjoy being impacted with when
it comes to advertising.
HC: Exactly! The fact that brands can offer this
product trial experience whilst reducing wastage is a major benefit. We’re able
to drastically minimise wastage by targeting the highest percentage of your
chosen demographic. In fact, you can segment our network by a whole range of
variables to truly pin-point your audience e.g. gender, job role, industry,
purchasing habits, hobbies, and more!
Strategies for impacting consumers with a tangible benefit are on the
rise as more and more brands stand behind the performance of their products,
and the experience consumers gain from trialling samples. If brands and
agencies are looking for an effective way to truly engage the right consumers,
in the right environment, at the right consumption period – all the while doing
so with mass to million consumers in a fun and exciting way that yields
tremendous results, then we’re always here to support.
IPM: You find yourself in a lift with a new business target,
you've got 30 seconds to make an impression on behalf of The Work Perk - what
would you say and do?
HC: I think the business relationships you
start and maintain are done so because there’s a personal connection as well as
the benefit of the product your offering to clients. We’re all about fun at
The Work Perk, that’s what our model represents and is definitely the company
ethos we breed each and every day. We love what we do and so does the team. We
want our clients to feel that and have fun too. We often organise fun days out
for our team and clients alike so spending time with business partners and
enjoying one and others company is important.
CW: I’ve got two kids under the age of
five, so my dad joke portfolio is strong. I’d unapologetically break the ice
with a ‘knock knock’ joke but then instantly regret it and apologetically
retreat by offering to pick up the bar bill at a local, have a chat over a
couple of jars and see if there’s any professional synergy that transpires into
a business relationship thereafter.
IPM: Thanks so
much for your time Hannah & Craig – have a great day!
CW & HC: You too!
You can get in touch with Hannah Campbell or Craig Williams at the IPM Awards 2019 on 4th July by registering here