That's What Friends Are For

That's What Friends Are For Jennifer Aniston and Matt LeBlanc Top List of Celebrities DIYers Would Like to Help With Home Improvement Projects DES MOINES, Iowa, Nov. 19 /PRNewswire/ -- A recent survey of do-it-yourself homeowners found that respondents would most like celebrities Jennifer Aniston and Matt LeBlanc to help them work on a home improvement project. For more expert assistance, 46 percent of respondents prefer getting a hand from the cast of The Learning Channel's Trading Spaces television series. The Home Improvement Survey was commissioned by The Integer Group(R). (Photo: http://www.newscom.com/cgi-bin/prnh/20041119/CGF008-ahttp://www.newscom.com/cgi-bin/prnh/20041119/CGF008-b ) The purpose of the research was to get a glimpse into the mindset of the DIYer and determine how outside influences such as television programming, and in-store influences such brands and store environment, impact the consumer's purchase decisions. "Two key media vehicles driving home improvement are the home improvement programming and the do-it-yourself 'in-store' environment, which has emerged as a media vehicle in itself," explained Xan McNelly, vice president of account services for The Integer Group. "And with 22.3 million people walking through The Home Depot alone on a weekly basis, this translates into critical impressions for brands and translates into incredible opportunities to inspire consumers." The research indicated that most home improvement store visits start out as a single-minded mission for the consumer. Two thirds of the homeowners interviewed said that "most of the time," they had a specific purchase in mind when they entered a home improvement store. Nearly another third did "some of the time." Even more significant to both retailers and brands is that 70 percent of these same consumers indicated they also left the store with ideas for future home improvement projects -- ideas that resulted directly from exposure to products, demonstrations and displays encountered during the course of their shopping experiences. The television shows are inspiring consumers, and they are dreaming about the celebrities and TV casts that they would most want to help with their own project. "However, when they are ready to turn their dream into reality, consumers are looking to the home improvement stores for the real ideas that they can apply to their home," said Katie Geraty, account planner with The Integer Group. "There is also a huge opportunity for brands to differentiate and elevate themselves in these environments. The store is basically a media vehicle for them to sell ideas and inspiration that truly set the brand apart and create relevancy for the consumer." Home Improvement Dream Teams Trading Spaces is not only the superstar of home improvement shows, but 46 percent of the respondents would most like the cast of Trading Spaces to help them tackle a project. Another 31.5 percent would like help from the cast of While You Were Out, while 19.7 percent would like to partner with the cast from Curb Appeal. Celebrity Style Respondents were asked to choose their top three celebrities that they thought would be most fun to have help with a home improvement project. Jennifer Aniston is the decorating diva in demand among 28 percent of the respondents. Her former TV "friend" Matt LeBlanc followed with 22 percent of the respondents clamoring for his help while Ben Affleck (20 percent) barely beat Halle Berry (19 percent). Aniston's husband Brad Pitt was also a contender (17 percent). Survey Methodology The Home Improvement Survey is based on online data collected during October 2004 by Equat!on Research. Participants living in the United States, between the ages of 18 and 54 who owned their own homes, had completed a home improvement project within the last year, and shopped in a home improvement store were randomly surveyed. The confidence level was 95 percent with a margin of error of plus or minus 5 percent. For more information about the survey, contact Joanna Schroeder, APR, at 515-247-2868. About The Integer Group The Integer Group is one of the nation's leading marketing agencies. The agency creates campaigns to support clients in promotional, retail and field marketing in categories that include beverage, packaged goods, telecommunications, financial services, agribusiness, fast food, government, home shelter, home appliances, sports apparel, eyewear, retail jewelry and more. An Omnicom company, The Integer Group has agencies in Dallas, Denver, Des Moines and Cleveland and coast-to-coast field offices. About Omnicom The Integer Group is a part of Omnicom Group Inc. (NYSE:OMC) ( http://www.omnicomgroup.com/ ). Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries. Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20041119/CGF008-a http://www.newscom.com/cgi-bin/prnh/20041119/CGF008-b AP Archive: http://photoarchive.ap.org/ PRN Photo Desk, photodesk@prnewswire.com Source: The Integer Group CONTACT: Joanna Schroeder, APR of The Integer Group, +1-515-247-2868, or jschroeder@integermidwest.com Web site: http://www.integermidwest.com/ http://www.omnicomgroup.com/ ------- Profile: International Entertainment