Results of a new Doremus Advertising study released today show that it may be easier to reach C-level executives (CEOs, CFOs, COOs, etc.) by advertising on a sports television program, an oldies radio station or "The West Wing" than through traditional business media. More importantly, Doremus found that Internet advertising is not for every executive - there are still some who cannot deal with new technology. Those that do may be using it just for sports, travel plans and investing.
The study created a profile of six distinct types of executives and the best ways to reach them. They are:
Entrepreneurial Achievers, who are most likely to be in the new economy companies, to have instituted the company's casual dress policy, to be always reachable on a cell phone, own a Palm Pilot and are serious business publication readers. Zen Masters, who most likely used to work from 7 a.m. until 11 p.m.; now leave the office by 6 p.m., sit on the board of three charities, make it to Parents' Weekend at the kids' colleges every year, take two to three vacations per year, and favor The Economist and Barron's. Career Prisoners, who most likely work in government and non-profit companies until 10 or 11 every night, have a gnawing stomach pain but don’t have time to go to the doctor, have a briefcase loaded with unread journals, and are most interested in business publications and television and radio news. Superficial Soundbiters - most likely construction business execs - who have their assistant compile a list of the days headlines each morning, went to every game in the Subway Series but can's name the Mets' catcher, made $1 million by the age of 40, get a new, smaller cell phone every few months, and favor movies and classical music. Contented Mensches, who are most likely in the wholesale business, have a martini with their spouse while watching the news every night after work, are active members of the City Council, coach their son's baseball team, still use a day planner, and favor sports shows and publications. And finally, Technophobes, who are most often found in financial service areas, who call the IT desk daily (the record being nine calls in four hours when the server went down), watch "The West Wing" while eating a frozen diet dinner, would rather send a memo than an email, use a collection of Mont Blanc pens to take notes, and love watching dramas on television and listening to oldies on the radio.
Which one is your target?