BtoB

Executives and home improvement

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DOREMUS DEBUNKED THE “SUITE” lives of global senior business executives in an effort to better under-stand their motivational interests. The b-to-b ad agency revealed that home improvement projects now trump such luxury items as golf, lavish automobiles and fine wines. “Golf is a game, but it's another form of competition and in many cases a surrogate conference room where business is conducted and deals made,” said Hope Picker, director of research at Doremus, in a press release. “Home is seen by most [execs] as a respite from the world ... a safe haven where people feel they can be themselves. Home improvement projects also tend to be both tangible and finite, in contrast to much of their work.” Doremus said marketers should now consider fine-tuning their messages in publications, and on TV and Web sites to appeal to high-level professionals with a passion for home and garden decorating ideas like adding brick patios, expanding dining rooms or redesigning kitchens. —Tanya Meyer
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