Slogan Slingers bills itself as the world’s first crowdsourcing platform. Pitting professional writers against each other and bringing Fortune 500 level slogans to small business at affordable prices, the platform lets business owners or marketing directors initiate an onsite slogan contest and freelancers compete for a cash award put up by the contest holder in advance.
“The Slogan Slingers talent pool is impressive,” says founder Rich Davis. “Many of the writers who signed up during our beta testing phase are either moonlighting ad agency writers, successful freelance writers or former ad agency writers put out of work by the recession.” OK — so what did they come up with?
Recent contests generated these taglines:
Client: ComSys (I.T. Consulting Firm)
Slogan: Our People Don't Crash
Client: Two Cousins Pizza
Slogan: The World's Best Pizza – Relatively Speaking
Client: Caffe! Caffe!
Slogan: Where life gets delicious.
So they're not going to win a Cannes Lion any time soon, but for the small business with not much money, it's certainly an option. The number of submissions varies by prize amount with the average between 75-150 slogan options per contest and the average reward $250. About 30% of contest holders choose to pay an additional fee to keep the contest private and off search engines.
“The traditional process in creating taglines turns most people off. First, you have to seek out an ad agency. Then you wait several weeks for one or two writers to give you a handful of ideas, which typically costs several thousand dollars,” said Davis.
“I look at crowdsourcing as following a near identical path that we saw with e-commerce," he added. "In the beginning the issue was awareness. Next comes adoption. Once people know about this new way of doing things, they're still skeptical. Whether it's a slogan or a logo, clients are so accustomed to the creative professional giving them a 15 minute set up before dramatically revealing the work. They feel more comfortable sticking with the status quo. "
“With crowdsourcing you don't get that often unnecessary set up. You just get the work,” he argues. “Crowdsourcing is…Wikipedia versus the printed encyclopedia collecting dust on a shelf.
“In the future, I see the ad agency's role being more like an architect than the architect and then the builder. Agencies can help determine what the brand should convey. Then the crowd can handle the execution. Until an ad agency can figure out a way to have 100 writers work on a client's slogan for $200, there's no way any agency can compete. When it comes to creating the actual marketing product, no agency in the world can beat the crowd.”
His next project involves naming — NameMyBlank.com — as a crowdsourcing platform for generating business and product names.