Integrity and Marketing

Have you ever noticed integrity in marketing and advertising is not spoken about too often? The topic rarely comes up in conversation outside of college marketing, advertising, business law classes or the news. I've found, in my business experience, that integrity does come into play during an individual's decision-making process. When it comes to individuals joining a business venture or purchasing a product, people can sense honesty and value in communications. It is also easy to tell the level of integrity when, for example, someone is hearing a sales pitch or watching a commercial. In today's troubling times, when people are spending far less, that encounter, regardless of the medium of communication, is a crucial tool in the acquisition process.

Marketing can save on a company's budget if there is a good buzz or positive word of mouth surrounding it. Many marketers are able to sell products based solely on their own name or the product's brand reputation. They achieved this ability based on their past successes and the trust they gained from their customers. I personally have purchased software or big-ticket items online based solely on the word of mouth from my colleagues.

Advertising helps many businesses obtain a customer for life. One customer could lead to hundreds more through the individual socializing. If the company misleads that same customer through fluffery, the total opposite could happen. I have encountered this reaction numerous times personally, mainly through my own mother and her shopping habits. My mother refuses to go to certain stores or buy from specific brands because she received a negative buzz.

Like many others, I am against comparative and puffery based advertising. I also lean toward the practices unethical as it puts a bias toward a customer's judgment. How many times have you felt frustrated after putting an effort into acquiring, or simply going to seek information about, an item just to see it's lackluster? Comparative advertising, which is not a new phenomenon, has become very prevalent lately. Companies have to compete even harder with one another as sales are falling. For example, "Company A" could notice an item similar to their own "Company B" sells and compares that item to their own Take, for instance, the fast food chains. It is well known when one company states how enjoyable their product is in comparison to those "other guys" where it's relatively obvious which product they are referring to. I understand the need to fight for a customer's loyalty, but cannot become a fan of comparative advertising.

A lack of integrity is vital to a company's bottom line through customer acquisition and retention. When a company acts without integrity and cuts corners to make a profit, there is a possibility; they could find themselves in a nasty and very public lawsuit or a criminal trial. How many times have we recently heard of someone like Madoff throw their customer's money in their own pockets? Does the Enron fiasco ring a bell? Integrity and marketing go hand in hand protecting the public and your potential customers. What you tell or imply to the customer is equally as important as setting up a good ad or slogan. Let your satisfied customers do their part and spread a positive word.

James Paul Boulay is an eCommerce and offline entrepreneur. Our main page can be seen at http://thebusinesshelper.net.