When Charlie Jabaley, co-founder of the artist management and marketing firm Street Execs, released one of his first client t-shirt designs, the euphoric high he felt in the morning plummeted to a heartbreaking low by night.
He had only sold a total of eight t-shirts.
With famous clients like 2 Chains and Travis Porter, Jabaley’s pressure to succeed was already stifling. But this failed merchandising campaign had just jacked it up to suffocating. Instead of freaking out and sulking about his woes, though, Jabaley took a step back and breathed in some well-needed fresh air.
He decided to frame this embarrassing flop as an opportunity to learn. And after some deep reflection and analysis, he dug up a silver lining that would eventually lead to a multi-million dollar model for merchandise design.
The silver lining Jabaley plucked from the shambles of his failed campaign was realizing he needed to focus on his customers more. More specifically, he needed to understand their’ true preferences. So rather than following the standard formula of merchandising -- which was designing products based off a whim, buying hoards of inventory, and then marketing them -- he broke conventional thinking by reverse-engineering the process.
Before he bought inventory, Jabaley would post merchandise designs on Instagram and use follower behavior and feedback to help him scrap unpopular designs and turn popular designs into merchandise.
By following his new method, Jabaley knew exactly what his customers wanted and what they were willing to buy, allowing him to solely focus on creating products that had proven demand, avoid wasting precious cash on unwanted inventory, and unload a huge amount of risk off the merchandising process.
Charlie Jabaley isn’t the first person to inform his product design using the public’s opinion, though. It’s actually a method that iconic brands like Budweiser, Pepsi, and Oreo have leveraged for years -- a method called crowdsourcing.
What is crowdsourcing?
When businesses crowdsource, they ask the public for ideas, information, and opinions to help them craft better products and services. By crowdsourcing, companies can tap into a huge group of people’s expertise and skill sets, ensuring diversity of thought, expedited production, and cost-cutting, since they don’t need to hire new, in-house employees.
Companies who crowdsource usually break massive projects into individual tasks, which allows them to assign hundreds or thousands of people small jobs that they can work on by themselves.
Companies can also crowdsource on social media to gauge people’s opinion on their new product releases or updates. Additionally, companies can run contests to see who can create the best marketing material for them -- like a logo, jingle, or commercial.
To help you fully grasp the concept of crowdsourcing, here are some concrete examples of the practice in action.
Waze is a community-based GPS traffic and navigation app. Their users, which has grown to over 90 million around the globe, report real-time traffic and road information, like police traps, accidents, road hazards, traffic jams, and the cheapest gas stations near your route. All of this crowdsourced information allows users to help each other reach their destinations promptly and safely.
What started out as Mikael Cho’s fun side project on Tumblr, taking half a day and $19 to create, eventually turned into his flailing startup’s top referral source and became its own standalone company -- Unsplash.
Unsplash experienced hockey-stick growth because their service offered the ultimate remedy for a huge pain point in the content marketing space -- free, unlicensed stock photos. And by using their initial boom in buzz and traffic to convince photographers to contribute free photos to their library as a way to market their art, Unsplash has successfully fostered a community of over 110,000 photographers, built a library of over 850,000 photos, and generates more than nine billion photo impressions per month.
Contently, a content creation platform that also connects brands with freelance talent, built a freelance rates calculator to provide more transparency across the industry and help freelancers better negotiate their rates.
By combining their public freelance rates database, where freelancers anonymously submit the rate they received from various companies, with their platform’s own internal data, Contently has crowdsourced precious information from freelancers in order to help the entire freelance community earn a fair rate in the future.
4. Doritos’ Crash the Super Bowl
"Time Machine" is arguably one of Doritos most memorable commercials, but you might be surprised that it had a budget of $300 and only took six hours to make. Well, that’s because it was created by an aspiring filmmaker who entered the spot into Doritos’ annual Crash the Super Bowl contest in 2014, and won the whole thing.
Frito-Lay, Dorito’s conglomerate, ran Crash the Super Bowl every year from 2007 through 2016, awarding the winner with a huge cash prize and an airing of their commercial during the Super Bowl. And by offering such a can’t-miss opportunity, which allowed them to tap into tens of thousands of people’s creativity, Doritos could associate some of the most unforgettable Super Bowl ads with their brand.
If you’re a freelancer looking for work or a brand looking for talent, check out the following crowdsourcing sites.
Fiverr is a freelance service marketplace that empowers freelancers. Instead of being a platform where freelancers search for jobs posted by brands, Fiverr is a place where brands search for freelancers with the expertise and skills for which they’re looking. Most freelancers on Fiverr offer skills and expertise in graphic design, digital marketing, writing & translation, video & animation, music & audio, programming & tech, business, and lifestyle.
Similar to Fiverr, Upwork is a freelance service marketplace where freelancers create profiles, and then brands can hire them for short-term tasks, recurring projects, or full-time contract work. Most freelancers have skills and expertise in web development, mobile development, design, writing, administrative work, customer service, sales, marketing, accounting, and consulting.
Trusted by brands like Target, Coca-Cola, and Major League Baseball, CrowdSource has trained, tested, and qualified a community of over 200,000 freelancers who can provide copywriting, content moderation, data entry, and transcription expertise and skills. Brands can also search for freelancers by the agency, marketing, publishing, retail, and service provider industries.
Contently is a content creation software that connects enterprise brands with freelance talent, so they’re constantly on the lookout for freelancers who can fulfill their clients’ needs, as well as their own.
Similar to Contently, Skyword is a content creation software that also connects enterprise brands with freelance talent. If you’re a videographer, writer, photographer, or designer, you can create a portfolio that Skyword’s clients will have direct access to.
If you’re a brand looking for freelance talent, check out Skyword’s platform here.
If you’re interested in working a crowdsourced job, check out the following gigs you could find in each of the job categories below.
Social media post categorization
Image and video processing
Data verification and clean up
Product display checking
Business location verification
Originally published Feb 8, 2019 7:00:00 AM, updated February 08 2019