Crowdsourcing your brand’s next smash hit

Asking interested consumers for product ideas and other feedback is becoming a popular strategy for PR and marketing pros, but it’s not for everyone. Just ask Mr. Splashy Pants. 

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If you’ve been to the store lately, chances are you’ve seen a few products of crowdsourcing. (Wasabi Ginger or Cappuccino Lay’s, anyone?)

Many brand managers have embraced the spirit of asking consumers what they think, and their brands have gained from it.

Instead of using an internal team or outside specialist, crowdsourcing taps into collective smarts to get product ideas, logos, brand names, and other campaign ideas. If your company is thinking of trying that approach, consider these factors first.

Asking your audience can be a big win

Doritos has been crowdsourcing Super Bowl commercials for years, and crowds aren’t tired of it yet. According to Advertising Age, the brand had two of the four most effective Super Bowl spots in 2012 and has consistently won the USA Today Ad Meter poll.

Consumer ideas don’t just get ratings, either.

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