NEW YORK: Traditional b-to-b PR plans target major business
publications on the assumption that they are they best way to reach
senior corporate execs.
But a new survey conducted for Doremus & Co., a New York ad agency,
seeks to add a new level of sophistication to b-to-b efforts by
segmenting corporate executives and looking at what they read and listen
to beyond the traditional business press.
"The typical b-to-b media plan is not very precise," explained Jeff
DeJoseph, chief strategic officer at Doremus.
The survey of 351 CEOs, CIOs, CFOs, and EVPs confirmed some expectations
- 92% read The Wall Street Journal regularly, and 57% consider it a
must-read. In addition, 81% read Forbes, 74% Fortune, and 67% Business
For newspapers, 77% read USA Today, 59% The New York Times, and 34% the
But the survey went on to divide senior execs into six categories - with
names such as "entrepreneurial achievers" and "contented mensches" -
based on their psychographic profiles. It then looked at where they get
Entrepreneurial achievers, for example, are happy overall, work out
regularly, and use Palm Pilots. They like to read Business 2.0, they get
their news from MSNBC, and they look to such publications as Vanity Fair
for entertainment, DeJoseph said.
The "career prisoners" category members work until 10 or 11pm, have
constant stomach pain but no time to see a doctor, and carry briefcases
loaded with business journals they haven't had the time to read. Trade
publications are the main reading material for this group, since its
members constantly feel behind, DeJoseph said.
"There's more to targeting high-end execs than just picking out a list
that says 'CEO' or 'CFO,'" DeJoseph said. "We can get really specific in
Doremus is calling its new segmentation model C6, and is offering to
target specific CEOs for clients.
DOREMUS MODEL FOR SEGMENTING SENIOR EXECS
ENTREPRENEURIAL ACHIEVER: Instituted the company's casual dress policy;
has a Palm Pilot; looks to Business 2.0, MSNBC, Vanity Fair
ZEN MASTER: Is on the board of three charities; makes it to parents'
weekend at the kids' colleges every year; reads Yachting, Food & Wine,
CAREER PRISONER: Works until 10 or 11 every night; forgot his mother's
birthday and still feels guilty; reads industry trade journals
SUPERFICIAL SOUNDBITER: Has his assistant compile a list of the day's
headlines for him each morning; made $1 million by the time he
was 40; reads Investors Business Daily, GQ, and Worth; watches Bravo
CONTENTED MENSCH: Has a martini with his wife while watching the news
every night after work; Is an active member of the city council; reads
gardening magazines, and watches Turner Classic Movies
TECHNOPHOBE: Calls the IT desk daily (one holds the record for nine
calls in four hours when the server went down); watches The West Wing
while eating a Lean Cuisine frozen dinner every Wednesday night; reads
The Economist, The New Yorker, Vanity Fair.