Same product, two different approaches.

I heard an interesting radio ad the other day, from a company promoting its metal roofing products. Generally I only hear radio ads from one metal roofing installer, so a competitor sparked my interest.

Unlike the other company, which stressed the beauty of metal roofs and durability to justify the material's higher price, this company said a metal roof is much more affordable than most people think.

Most seminars on marketing metal roofing that I have attended at shows such as Metalcon and the International Roofing Expo, suggest aiming for the profitable high-end consumer. I found this company's approach interesting.

My question: Those of you who perform metal roofing work -- which method do you use? Aim for the "recession-proof" (maybe) high-end homeowner or go for the mainstream consumer?