Crowd appeal is in.

Crowdsourcing, cutting out the middle man, a direct form of market research and product development, rather than just settle for sterile databases taken from the electoral register. This way the customer or target audience provides the data and ideas for improving the product or service and the messages that are used to promote it.

For example, the communicator asks people to answer questions about a new product launch, and then keeps them on a database for further market testing. Whereas market research is outsourced to the masses.

In fact, everybody’s doing this. From food chains to confectioners, politicians to humanitarian organisations, they are just a few of those using the new phenomenon to improve their communications and marketing plans.

The rise of social media, such as Facebook and Twitter, has certainly driven the phenomenon. The ease of communication between chocolate bar makers and broadband providers and their customers means that people can be easily organised and incentivisedto help out the brands they love.

The run-up to the recent general election finally brought crowdsourcing aas a marketing concept into the mainstream. Not enough to just rely on the judgements of professional politicians and economists, Mr Cameron chose to ask those who’s votes he so desperately needed to help develop and therefore support policy. Through this, he called upon the public to help the Tories attack Labour’s final Budget.  

Crowdsourcing is indeed a powerful concept, but one which is not free of pitfalls. Communicators must fully understand the role of crowdsourcing before using the idea as part of their marketing strategy.

The Skittles faux pas is just one example of how companies can get it disasterously wrong. Yet when controlled in the correct manner it can be a strong research and marketing tool for companies.

For example, more effective has been the Walkers Crisps’ ‘Flavour Cup’ which was supported by a televison campaign and an incentive not to come up with silly suggestions as there was £50,000 at stake for the winner. As a result some very tasty and unusual flavours emerged, such as Cajun-flavoured squirrel and Australian BBQ kangaroo. This way customers’ were engaged with the brand and would be more inclined to chose these crisps over other brands and you know there will be a demand as they played a part in their creation. 

In the same light but to a more extreme level, Doritos, the tortilla chip brand, surpasses all others with their idea of running an annual competition for people to create the advertisement for its lucrative Superbowl spot. The rewards including millions of dollars and bragging rights, as well as a record 116 million people tuning in for the advertisement, as achieved this year.

Just a few examples of the co-creation that should be used by marketers to make their products and services the leading player in their markets. By carefully considering your online presence through strong digital pr you can seriously strengthen your brand.