The Worst Security Marketing Ever

Author: John Honovich, Published on Jul 09, 2012

hdcctvWe are all witnesses to the worst security marketing campaign ever run. Over the last 4 years, the underfunded and outmanned HDcctv Alliance has attacked, spammed, alienated and outraged security professionals around the globe. In this note, we break down their missteps and provide a series of four recommendations on how to run an effective marketing campaign.

Pick the Appropriate Adversary

******** * ‘*********' *** ** **** *** * ********* ******** as ** ******* ********** ****** * ****** *****. *******, *** adversary **** ** ********* **** ********* ********** *** ****** ** without ********** ****.

*** ****** ******** *** ****** ********* ****. *** '*********' **** created *** ****** *** ***** *** ******* ****** ** **. They **** ** *** ** ***** ** ****** ********** *** will *** ******** *** ***** ************.

****'* * ****** ******* ** ***** ************ *******, **** ***** Executive ********** *** ******:

"**** ***-****-** **** *******, **** ********* ******* **** ******* ************ yet ** ** ******** ** ** ***** ** ** *** R&D?"

**** ******* **** ** ****** ******* ** ** ** ** obvious ******** **** ********* **** ** ****** ***** *** ***** be *********** ** ***** *****.

* **** ****** ********* *** ****** ********** ***** ** ‘** Camera **********.' **** ** ********* **** **** ****** *** ****** to - **** *** ******* *********** ****** ** *** ******* integrator *** ***** **** ********* *********. *********** **** ‘** ******* are * **** ** *** ***' ** * **** **** tangible ***** **** ******* ***** ‘** ****** **********.' *** ****** thinking ***** *** *** ****** **** ******* ** ** *******. Make **** *** ** ****. **** *** ******** ******** ** a ****** ****** *******. ***'* **** **** **** ** ********* those **** ******** **** ***.

Attack ** *********** **********

********* ** *** ***** ********** ** *** ** ******* *** message **** *** *** ****** ******* **** ******** *******. ** you *** ****** ** ******* ** *******, *** ****** ***** first ** ****** *** *** **** *** ***** ** **** the ******* ******** **** ****. ****, *** ****** ******** ****** most ** *** ******* ** ******* *** ********, *** ******** based ****** ****** **** *** ********* ** ** ****** *****. They *** ********* ** *** ********.

******, *** **-******* ** *** ****** ******** ****** **** ***********:

"***** ****** *** ********* ** ***** ******** ***** ******, ********* and **********."

****, ** ******, ** **** *** **** *** ******** ** why **** ***** ***** ***** ****** ** **** ********?

*** ******** ***** ** *** ****** ******** ** *********** ****** in *** ******** *** *** ***** ******, ** *******.

  • ******* ** ******** *** ** *** **** ******** ***** ******** *** tradeshow **********,*****,  **** *********** ****** ****, ***** ******** **** ** *********** ******** ******* ** ********** ********* *** **** ***** being *** *********** ** ***** *** ******** ********. *** ** make ******* *** ********* ******.
  • *** ******** ***** ** ****** ******* *** ** *** ******** to ******** ***** *** ****** *** ***** ** ** ****** of **. ***** **** *** *** ******* *** ** ******* debating ** ** ******.

Balance **** ******** *************

**** ******** **** ****, **** ******** *** ******** **** ********** burn *** **** **** **********. ********* *** ********* ** **** own ********* *** ******** ** ******** *** ****** ** ********* that *** *** ***** *** ******* **** *** *** ******* out. **** *** **** ** *** **** ** *** ******** and *** ******** ** **** ** ********* *** **** ******** work *** *** ***** **** *******.

*************, *** ****** ******** ****** ** ************ ******** ** ***** outreach ******* *********** *** *********** ** ******* *** ***** **** they ******** ** ** ******* ** ***** *****. ***** **** may *** **** **** *********, ** **** ****** ** ******* or ********* *** ****** ** **** ******** ****** ******** ** use. ** *** ******** ***** ** **** **** ************ ***** members ** **** ** ********* ****** ******, **** ***** ** much ******* ***** *****.

Build **** ******

******* ** *** ****, *** '********' ********** *** ******** *** allies, ******** ******* ******* ********** **** ******* ****** ****** (*.*., the ***** ****** *****, ******** ******,******** ******). *** **************** ** ** ******** **** *** ******** **********:

"*** ******'* *** *** ***** ** ********* ****** ** *** tried."

******* ******** ** ****** *** ******** **** ****, *** ****** Alliance ** **** ** *** ***** ********** *** ** ******* to ****** **** ****. ****, **** ** ** ****** ** the ********'* *******,*****************:

"** ***** ******* ******* ******** ***** ** ********** **** ******* of *** ***** *** ******* **** ********.... ** *** ****'* using ******** **** *** *** *********** ** ******** *********."

****** *** *** ***** ** ***** * ******* (***** *** Alliance ******* *****), *** **** ** ***** * ******* ** supporters **** **** ******** *** ***** **** ******** *** ********. Alas, **** ** **** **** ******** *** ** ****** **** building ** ***** *** *********, *** ********* ******** ** * disaster ***** ** *********** ***** *** *******'* *********.

******, *** ******** ** ***** ** *** *** **** **** are ******** ******* ** *** ****:

*** **** **** **** *** ** *** ***, "** ***** grab * ***** ** $** **** ****** ******, *** **** is **** * ****!"

*********, **** ** *** **** * **** ****'* ****** ** hell ** ****** ***** ** **** ****** ***** *** **** is ********* ** **** **** ******** ******* **** **. **** are ** ******* ********* **** **** ****** **** *** ******, malign *** ****** **** *** ** **** *** **** **** to ****** ** ***** ************ *****. **** **** **** ****.

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