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@Steve Birkett @katieburkie I realized after my morning run (the dangers of responding too early) that I inadvertently missed one portion of your question--in this case, we were okay with the risk of the style of announcement being part of the story because to be honest we know Joe is going to bring a dynamic and fun perspective to our content strategy, so if people took this as a funny/amusing form of content, all the better to kick off his tenure with us. However, we've intentionally avoided tactics like this for some other announcements where we were more concerned that might be the case, so I think your push is a completely fair one. Sorry for the double comment and for the incomplete response earlier!
10 months, 2 weeks ago on Front Page Snooze: Creative News Releases Spice Up Boring
Great question, Steve-I think you're absolutely right that we run a risk of being too cute and missing the point entirely. The way I look at it is that the strategy has to match the news and the audience-for us, we weren't targeting financial reporters and most of the journalists and influencers we reached out to already knew Joe, so missing the core facts was less of a concern than it might be otherwise. The flip side of that is that I think most of us overthink the details (myself included!) so the advantage of these types of approaches is forcing yourself to be honest about what facts people really need.
@JoeCardillo I promise not to make beards the new bacon, at least at HubSpot!! And Rob, feel free to share the baseball card that was made at your expense, would love to see it! Jason, thanks so much for having me on the blog, this was a lot of fun!