Quicky: Playing hard to get

Companies rarely like teasers, at least true teasers, which is unfortunate, because they tend to create a lot of buzz, circumvent traditional audience mental blocks and engage potential customers in ways that make them much more likely to open their wallets for you.

The marketing of the film Cloverfield is an example of this strategy used to great success.

Find out how they did it here

Quicky: Disney gives you the chance to pop Hannah Montana's cherry

Every large company needs to hire a person with a dirty mind (or figure out which one of their current employees already does) to keep things like this from happening.

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Courtesy is a two-way street

I thought it was very timely that with so many looking for work that Yahoo recently ran this article about how often and flagrantly those who do the hiring mistreat those looking to be hired.

To the interviewees
I'm glad to say that my current employer was anything but rude. They were kind, considerate and courteous; traits I see reflected in the way they do business every day. Often the way a company conducts an interview is the way they conduct business in general, so pay attention yourself if you're the one interviewing. You may get some valuable insights into the company you're trying to work for. If you're smart, you'll even have good questions prepared to interview the the interviewers about the company. You can ask questions, too. Even though they may lie through their teeth (as one of my previous employers did), at least you tried. If successful, you can learn a great deal about the company before you ever spend a day on the job.


To the Interviewers
I know you're busy and it seems like you have all the power, but the article I linked at the beginning of this post holds some valuable nuggets you need to keep in mind.

1) You're not the only company this person is interviewing with.

Despite how bushy-tailed, prepared and pumped your interviewee seems to be about your interview, it's mostly because they want a job somewhere. Chances are that you're one of several companies they've interviewed with and if you treat them without respect, you can easily lose that candidate if another offer comes along.

2) Job seekers have long memories.

A great deal of the time job seekers are hunting for jobs frantically in a time of great need. While their interview may just be a mid-afternoon annoyance that's interrupting your concepting, to them it may be constitute days of research, preparation and expense in the quest to make sure they can continue to keep food in their mouths and a roof over their heads. If you slight someone unnecessarily in a time of need like that, they're not likely to forget.

3) Word gets around.

Job seekers who have bad experiences tell ALL of their friends, and pretty much anyone else willing to listen. As small as most industries are, you can have a terrible reputation with potential employees after mistreating candidates when filling just a few positions. Make it a habit and word can start to spread to other cities. I know of one company whose hiring (and operating) practices are so abismal that people are warning anyone they know not to work there, even hundreds of miles away from the company itself. That kind of negative word-of-mouth can really hurt your applicant pool.


Read Yahoo's article on the five most common ways employers mistreat job applicants.

Lemon in the limelight

If you have anything that's going to see some high-profile time, you better make sure it works. That's exactly what Range Rover didn't do. After Dan Henderson earned a Range Rover for his UFC coaching, he made the mistake of trying to drive it home. The brand new vehicle couldn't even make it the four-hour trip.

Admittedly, some auto makers make more money by creating vehicles that are substandard in some way. However, even it you do, it's generally a good idea to take a little extra care if one is going to be given away to someone that's being watched by a healthy portion of the country.

Choose your mouthpiece wisely

Stars can bring a lot of buzz to movies and all the games, toys and merch that often accompany them. However, it's always a good idea to have your star media trained, especially if he's a little wet behind the ears.

I'm talking of course of Transformer lead Shia LaBeouf bashing games in which he stars. I'm all for honesty, and he may be right about the games not being great to play, but talking down your own revenue steams is never a wise move. They just might dry up.

Great advertising, terrible PR

Apple is regularly hailed as one of the pinnacles of advertising that other companies should strive for. I have to agree. However, it seems when it comes to PR, Apple seems to feel that outright lies are the way to go. After all, they have to defend the almighty stock price right? After lying about Steve Jobs health for months, saying he had a minor illness, which turned out to be a major and potentially crippling health condition, Apple has pulled another doosey.

Apple has denied denied denied rumors that it laid off staff recently. However, some of the very people laid off had a different story to tell. Apple did, in fact, lay off about 50 people. It's not a huge number, considering the size of the company. And considering they could make a case that the layoffs were inspired by a shift in corporate philosophy, rather than financial troubles, it begs the question why they decided to lie about it in the first place. I can only posit that it's the result of a very backward PR philosophy that's building growing distrust for the once pristine company. If Apple's not careful and doesn't change their approach to public relations, they could end up irrevocably marring the image that they've spent so many years and millions building.

Want advice? Ask someone with a vested interest!

My new favorite billboard on my gruellingly long commute is one for Realtors. Its says, "Is now a good time to buy a home? Ask a Realtor." And of course, this billboard was put up by some sort of association of Realtors.

It's unfortunate, because they probably are some of the most knowledgeable people about that question. However, I don't care who you are, if you have a vested interest in the answer to a question, I'm going to be have a hard time taking your advice. Realtors only make money when they sell houses. No houses selling, no money. Who in their right mind is going to tell you not to buy a home if their entire livelihood (today a very battered livelihood) is 100% dependent on you doing exactly that? If I sell apples and someone says, "Is now the time to buy apples?" It would be stupifying for me to say, "No, now is not a good time to buy apples." Of course I'm going to tell you to buy what I'm selling, just like the Realtors are. And it's unfortunate, because there's a good chance their advice is good, despite their built-in bias.

I think everyone needs to take a course in third-party credibility.