Crowdsourcing Generates Excitement and Instant Buy-in for Product Launch
Companies looking for innovative and cost-effective marketing solutions turn to crowdsourcing
as a way to build awareness and excitement for new products.
Spring, Tx (PRWEB) August 28, 2009 -- In a tough economy, many businesses look for new approaches to
stretch marketing dollars and promote their products. One such company recently looked to crowdsourcing
through clients as a way to generate buzz and buy-in for their newest product.
Houston, TX based Xtreme Lashes®, known for their eyelash extensions and cosmetic products, spent over a
year in development and well over one million dollars developing a new lash extension adhesive for their line of
professional application supplies. When the product neared launching, the final step was to give it a name that
would communicate the key properties to their clients and entice demand.
Instead of assigning the task to their marketing department, the company decided to crowdsource it by turning the
naming over to those who would be buying it, the nearly 7,000 beauty professionals who have taken their eyelash
extension training. Xtreme Lashes' CEO Matt Daoudi said the decision "simply made sense". "We developed this
from scratch, based on what our lash stylists and end-consumers wanted, with the properties they were asking for;
why not let them name?"
A contest was developed around the naming of the new adhesive, with a prize of $1,000 in Xtreme Lashes
products going to the client who offered up the winning name. The response from the field was more than
expected when almost 1500 entries were submitted within the week, but the biggest surprise was the excitement
the contest generated in anticipation of the actual product.
"Our clients were having fun, being creative and really enjoyed being part of the marketing process," said
President and company Founder Jo Mousselli, RN. "We received numerous emails, postings on our Facebook
page and phone calls from clients with questions about the