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 THE
GURU'S LECTURE: I love cows!
In my country cows are considered sacred and are allowed
to roam free! In your country, you simply consider them
a source of food. Thus, let us draw our analogy in the
manner we look at cows in America.
We
can see this milk cow as a source of cheese, or some mighty
fine steak.
In our TV ads, we need to recognize which type of consumer
we are targeting for the sale.
On one end of the spectrum, some consumers will be motivated
by cheesy ads in Jerry Springer, The vast middle class
like hamburger during football games. At the high end,
some consumers will be attracted to ads for Filet Mignon
as seen on Public TV during the opera.
And
so, welcome to Rule 13: "Cheese to Cheese,
Steak to Steak."
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"This is a fine Vermont cow. How do you
see the cow? Look beyond the fly by its nose and
watch the universe open up to you."
"I
see the universe beyond the cow. I see an illustration
of the 13th Rule of the Guru! You want us to design
our ads based on the tastes and preferences of
the customer we want making purchases in our client's
store."
"Radical
but sweet. Of course we want the level of sophistication
and complexity of copy to match up with the intended
customer. No wonder my brother and his wife watch
wrestling; it matches their lifestyle perfectly.
I would want ads for them to be very cheesy."
"Fortunately,
the cow is too busy eating grass to contemplate
an ultimate end as cheese or steak. It becomes
the task of the cow's handlers to determine that
fate. However once chosen, the message should
match."
"Cheese
to cheese. Of course you told us many parables of
cheesy ads that worked wonderfully because the customers
being sought were cheese lovers."
"Steak
to steak. If I'm running an ad for my high end
furniture store, it needs a more sophisticated
touch and some high production value."