Black Hat Promotion, Dishonesty & Ethics – Please, “No!”

May 5, 2017

A curious email passed under my nose recently, which read…

Australian Enterprise Awards 2017 is due to be published soon.

You will remember me informing you that Launch Engineering was awarded Product Launch Specialists of the Year 2017 – New South Wales

Unexpected, (we never submit for prizes) I read on….

We now have limited availability of the final packages available:

Digital Package WAS $528 NOW $350AUD:
Bespoke digital winners’ certificate & Personalised winners’ logo

Premier Package WAS $950 NOW $595AUD:
1 dedicated page of content, 1 crystal trophy, Personalised winners’ logo

Superior Package WAS $1,895 NOW $1,195AUD:
Front cover image, 1 dedicated page of content, 1 crystal trophy, Personalised winners’ logo, 6-month clickable web-banner placed in prime position on our homepage

Individual Items:
Crystal Trophy – WAS $400 NOW $285AUD (discounts apply on multiple orders)
1 Page EditorialWAS $310 NOW $225AUD
Personalised Winners’ Logo – WAS $300 NOW $215AUD

So, a “shade of grey” revenue-raising service that provides fro unethical marketing consultancies to “buy” accolades; I suppose to impress people and attract business from potential new clients unable to discriminate between ability and bull-artistry.

What concerns me is this is an example of the significant prevalence and adoption of deception, half-truth and unethical marketing communications of the 21st Century- and how acceptable it has become!

Black Hat Promotion, Dishonesty & Ethics – All PROFESSIONALS should say, “No!”

Ethics, honesty, moral fibre, and (most importantly) performance, these days, seems relatively secondary to sales success. Short term gains have become wholly absorbing, while long-term market effect appears to be completely ignored.

In the context of so many people perceiving the word “marketing” to mean persuasion, as opposed to the real meaning, being “management of exchange”, if even one “marketing consultancy” adopts deceptions like the one above, what hope have we?

I’m genuinely afraid for the long-term impact on the “marketing profession” if THIS is what we produce, endorse, promote, or even accept as a standard worth supporting.

Yes, I can understand the carrot is that Launch Engineering could choose to ‘ride’ on being awarded the “Product Launch Specialists of the Year 2017 – New South Wales in the Australian Enterprise Awards 2017″ publication, probably “selling” trusting new prospective clients, but this is LAZY marketing.

What Hat Marketing Communications, Honesty & Ethics is Simply GOOD Marketing!

Surely, we can conjure up more ethical, constructive, positive, meaningful and mutually profitable ways to do business, can’t we?

Isn’t it more important that our team is exceptionally highly qualified, with decades of specialised experience, and world-renowned, winning outcomes? I believe so.

Whether those”consultants”, lacking anything to support their aspirations, should they be allowed to use such services as the one above is not my major worry… it is the apparent willingness of so many to do so.

White-Hat Marketing is the creator of brand Equity. White-Hat Marketing is the means by which we extend and maximise the lifetime value of a client! White-Hat Marketing is how we push customers into   (Net Promoter Score) emissaries of our products and services. White-Hat Marketing is how we satisfy and dominate the attractive segments in our individual market segments.

YOUR THOUGHTS?

I’d be grateful for any thoughts, observations, or debate on this or any issue regarding subversive, covert and deceptive promotion of marketing services.

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