Sunday, October 24, 2010
We are not talking to fools you Idiot!
I was driving peacefully enjoying the empty road and listening to some beautiful oldies on Gold FM. It was a blissful moment. And then of course a commercial interrupted it and shattered my bliss like a bomb being thrown at a wedding. This particular spot was about an air conditioner which would cost only 150 bucks a day. Listening to this spot irritated me beyond belief. I think it was because it took me back in time to a time when I was dealing with certain clients who consider that their customers absolutely dumb. They want to simplify there proposition to the lowest possible value thinking it would make it more interesting for the gullible consumer who would swallow his spiel hook line and sinker. Firstly I am sure you can't pay for this AC on a daily basis and it has to be a monthly fee. Secondly 4500 bucks a month for an air conditioner is an excellent rate which (I believe) is far more attractive to someone who would want one. And more importantly afford one. Surely they can't be misguided into thinking that some one like a three wheel driver would rush an buy air conditioner just because its available at that price without factoring in how much more they would have to pay for their electricity. And I would argue that the spot would go over the head of a prime prospect as he would not bother to do the math. I can remember reading somewhere once, a quote by a legendary advertising figure who said "the consumer is not an idiot she is your wife" well guess these guys never heard of it.