Sep 30th, 2010 by Carmen C
I was watching old seasons of Top Gear the other night when I came upon the episode where Jeremy Clarkson and James May tried to create a tv commercial for the Volkswagen Scirrocco TDI.
As they struggled with trying to find something exciting about a diesel-engined small family car, it occured to me how difficult it really is to captivate an audience.
The marketing experts advised Jeremy Clarkson and James May to find a truth about the car and market it to the audience from that point. I didn’t quite understand how to do that (seriously, all the facts about a small three-door family compact are incredibly boring and uncaptivating) until Clarkson and May complained that diesel made the car boring.
Cleverly, the experts said that they could instead say that the scirocco made diesel more exciting.
Attitude, I have learned, is key to approaching a product.
The Scirocco TDI isn’t an R8, it isn’t even a GTI. There’s nothing exciting about it, but depending on the attitude with which you approach it, you could find a great selling point.
