William Joseph Communications

Crowdsourcing your Marketing: The Hidden Expense of Cheap Labour

Crowdsourcing is a very fascinating product of the internet age.  It is defined as outsourcing tasks that would generally be handled by an in-house team to a large community of people through an open call for submissions.

In marketing, it is a relatively new concept.  From the outside, it seems like a great win-win. Struggling designers from around the globe get the chance to hone their talents and show off their skills for an audience of prospective clients, who are receiving a wide variety of submissions hoping to address their marketing problem. Businesses and corporations around the world are looking to crowdsourcing as a new way to save some money and stretch their marketing further.

It all sounds good on paper, but there is a pretty big problem: It Doesn’t Work. Although it is tempting to crowd source your business’s marketing, there are three specific reasons to avoid this practice.

First, I call it Dart Practice in the Dark. Marketing is a long-term endeavor; a brand does not just grow overnight. Brands are complicated, highly developed, strategy-based plans: your business’s whole story. When asking for marketing submissions, you are asking for a group of designers to take their best guess at the long term strategy in place. The end product is generally shallow, and is inadmissible to any developed marketing plan. That’s why we call it Dart Practice in the Dark: these designers, lacking the proper strategy, are just taking a shot in the dark.

Next, Crowdsourcing does not work for marketing because crowdsourced designers are not Invested in Perpetuity. Simply put, they are interested in the short term. When you work with an agency, they have an invested interest in your company’s success: Great campaigns bring your profits higher, which brings more business to the agency.  For a crowdsourced project, the designers involved have a singular goal of a one-time payday.

Finally, it is the Unexpected Cost of Free Labour. The expenses you think you are saving disappear quickly when you factor in the workload of curating hundreds of designs, managing the designs you like, communicating back and forth with designers, and going through extensive revisions because the designer has a limited relationship with you or your brand. In the end, you may be faced with contacting an agency to clean up the mess made from crowdsourcing, but this time with a limited budget due to the time and money wasted in developing your crowdsourced campaign.

At the end of the day, it is really a game of one step forward, two steps back. What you’ll save in initial expense, you’ll lose through administration, quality, and brand-adhesion. Your brand is not something to leave to chance: take it seriously or the public won’t either.

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Monday, March 18th, 2019 at 11:50am
We're so happy to work with incredible organizations such as @ChoirsRedDeer and it looks like the feeling is mutual. Thanks for the kind words!

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Sunday, March 17th, 2019 at 7:00am
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Thursday, March 14th, 2019 at 12:01pm
Senior Strategist Erin will be in Grande Prairie on March 19, 11:30AM for her Marketing for Non-Profits sesh.

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Wednesday, March 13th, 2019 at 2:25pm
Ryan's Roundup is coming to #YXE! Join us for a night of good times filled with drinks and networking at @HudsonsPub from 4-6PM on March 15th - let's start those St. Patrick's Day celebrations early! https://t.co/uDZRbDsld3 https://t.co/uKDjjVMw3s wj_agency photo
Monday, March 11th, 2019 at 1:16pm
March 19th at 11:30 am. #GrandePrairie, our Marketing for Non-Profits WJU session is coming to you! Learn how to make your non-profit stand up and stand out. https://t.co/W7jBdOhYN2

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William Joseph Communications

We are the difference between momentary achievement and enduring success.Your success requires an agency that offers a fully integrated solution. One that has the vision to see beyond your current borders and the troops to guide you there. With us as your allies, be confident that you can achieve your boldest ambitions. At William Joseph we offer complete marketing solutions composed of strategies, tactics, and designs that effectively tell your story and address your unique marketing goals. Everything from advertising campaigns to experiential design, our team takes your corporate identity and translates it through a wide array of mediums to successfully champion your company.
William Joseph Communications
William Joseph CommunicationsMonday, March 18th, 2019 at 2:23pm
We're so happy to work with incredible organizations such as Choirs Red Deer and it looks like the feeling is mutual. Thanks for the kind words!

Check out the link to learn more about the brand we created for CRD!

https://www.williamjoseph.com/clients/choirs-red-deer/
William Joseph Communications
William Joseph CommunicationsSunday, March 17th, 2019 at 10:00am
We hope you enjoy St.Patrick's Day today! Remember, be responsible! #thinklucky
William Joseph Communications
William Joseph CommunicationsFriday, March 15th, 2019 at 10:34pm
A big shout out to everyone that came out tonight to Ryan’s Roundup in Saskatoon. Let’s keep the spirit alive and do it again! Good folks make the world go round!
William Joseph Communications
William Joseph CommunicationsFriday, March 15th, 2019 at 10:33pm
Over a year ago our branding and marketing strategy work started for Excel Health. Tonight, all our hard work takes centre stage at the grand opening. Congrats to such a visionary group of individuals on building such an amazing clinic.
William Joseph Communications
William Joseph CommunicationsFriday, March 15th, 2019 at 3:09pm
We got into the St.Patrick’s Day spirit a couple days early at the office!

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