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The next level: Marketing targets consumers at work

BY Richard Monks

With a network of 844,000 businesses, representing 57 million employees across the country, WorkPlace Impact has taken marketing to a whole new level, reaching consumers in a place where they spend more than half their waking hours.

“We’ve been building this network, business by business, for [more than] 25 years,” president Shelly Sekki said. “It’s through this network that we’ve been able to drive successful results for our clients in the retail and consumer products goods segments.”

By distributing promotional materials, coupons and product samples to people at their jobs, WorkPlace Impact has been able to drive sales for the suppliers it works with and steer consumers into the growing number of retail outlets that have utilized the company’s services.

“Face-to-face interaction among co-workers results in unparalleled word-of-mouth,” Sekki said. “When our clients’ programs arrive in the workplace, their brands get talked about.”

Working women do a lot of planning around the workday, she said, citing data that shows a significant number of women shop on their way to or from work, or during a lunch break.

 “Therefore, reaching women at work is an effective way to get on the shopping list early,” Sekki said.
Marketing messages delivered in a work environment differ from other promotional efforts, she said, providing shoppers with a lasting impression.

“More than ever, consumers are bombarded with marketing messages at seemingly all moments of their personal life,” Sekki said. “Traditional advertising permeates our commutes, our television viewing experiences and the publications we read. WorkPlace Impact offers the unique proposition of marketing in a relatively uncluttered environment to working consumers — a population with disposable income to spend.”

Drug stores and pharmacies, she stressed, are well positioned to take advantage of workplace marketing initiatives. “It’s no secret that the new frontier for health-and-wellness growth is the workplace,” Sekki said. “More and more we find employees who want their employers to be interested in helping them achieve their health-and-wellness goals.”

So far, WorkPlace Impact has forged ties with such drug retailers as Rite Aid, CVS/pharmacy, Duane Reade, Walmart and Giant Eagle. A collaboration with Marc USA, for example, helped Rite Aid increase its flu shot sales.

“WorkPlace Impact’s capability to engage both the human resources managers and employees of businesses in the immediate trade areas of Rite Aid stores proved very effective,” Sekki said. “The program can be versatile, including B-to-B lead generation for on-site flu shot clinics, as well as elements designed to capture sales from individual consumers seeking flu shots.”

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NACDS Total Store Expo

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Study: Almonds lower 10-year risk of chronic heart disease

BY David Salazar

NEW YORK — New research from the University of Toronto suggests that eating almonds with a heart-healthy diet lowers a person’s risk for chronic heart disease. The clinical study results, published in the British Journal of Nutrition from the Cambridge University press, show the effect of eating almond among 27 adults with an average age of 64 years.

The study’s participants all had elevated LDL cholesterol, and ate a diet suggested by the National Cholesterol Education Program, along with two to four ounces of almonds, one to two ounces of almonds. The control group ate muffins, made to have a similar nutritional makeup as almonds.

Those who consumed almonds saw an increase in oleic acid and other fatty acids. And the more almonds a subject ate, the lower their ten-year risk for chronic heart disease. For every extra ounce of almonds a person consumed, their risk was lowered by 3.5%

"The favorable effect of almonds, particularly the monounsaturated fat component, on heart disease risk in this study is consistent with previous research, including Mediterranean diet research," Cyrill Kendall, the study’s principal investigator, said. ”The improvement in serum fatty acid profiles observed with almond consumption provides further support for a diet rich in monounsaturated fats for overall cardiovascular health.”

In addition to the almond study, a recent Harvard University review of 27 studies on nut consumption showed that four weekly servings of nuts lowers a persons risk of diabetes by 13% and risk of fatal heart attacks by 24%. 

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