Consumer Generated Commercials Aren't Cheap
From the NY Times:
“these companies have found that inviting consumers to create their advertising is often more stressful, costly and time-consuming than just rolling up their sleeves and doing the work themselves. Many entries are mediocre, if not downright bad, and sifting through them requires full-time attention. And even the most well-known brands often spend millions of dollars upfront to get the word out to consumers.”
There has to be a better way, one that produces high-quality messaging that’s relative to the brand, engages consumers and isn’t harder or more expensive to create. I have some ideas! See what Ask.com did or what Intel did or what Cisco did. To the chagrin of the sales reps here at FM (!!), not one of these brands spent a million dollars to create these successful examples of consumer-involved conversational marketing.