Jeremy WhiteYou may have noticed that we like to put out silly and fun press releases and offbeat videos of all kinds, even when we are announcing a major new product release.
We're a small company, pursuing a noble goal, while giving away the bulk of our work. That means we don't have a lot of money to spend on advertising. So we absolutely have to rely on word of mouth and attention-getting gimmicks.
Here's a fun story you may not know: in late 2009, we decided to back off the silly for a while. We thought we were maybe overdoing it. So we reflected and came up with a marketing campaign dubbed "The Year of Thankfulness". We wanted to take some time to celebrate our customers and our Advocates, and find a way to recognize and celebrate their support and contributions. Unfortunately, the heart of the campaign involved giving people prizes from local businesses. And, it turns out that people never respond to messages telling them you want to give them something for free. Okay, so sometimes we're not so clever after all.
So we rapidly abandoned that plan, and went back to the silly, which we seem to be good at. And I'm proud to say that our efforts have not been ignored; we were recently awarded David Pogue's Perfect Pitch award. Congratulations to Jon and Jana for their hard work and well deserved recognition.
And, along the way, I was able to experience personal growth: until last month I had never worn a dress, nylons, or stiletto heels. I found the experience...liberating 😊.
But if my putting on a dress or driving to Seattle or publicizing my well-earned employee of the month honors can persuade just one person to try CrossOver first, it will all be worth it. Now we just have to find some way to top the dresses...
Cheers,
Jeremy "Just call me Lucy" White