“There are so many talented people that never get their chance [in advertising],” he says. He has recruited all types of people, from teachers to lawyers — who’ve kept their day jobs — to try their hand at slogan writing. The company has been in beta for the past 18 months and launched last week.
The process goes like this: A business fills out a creative brief with sloganslingers.com — just as if they were working with a creative ad agency. Next, registered slogan writers start submitting ideas. The reward: up to $900 for the best slogan.
Normally, a business would have to seek an ad agency and wait several weeks for one or two writers to provide ideas, which can typically costs several thousand dollars, says Davis. With Slogan Slingers, contests can generate 50 to 100-plus ideas within seven days for just several hundred dollars.
“Now, it’s really the power of the crowd that can help [create an ad],” he says.
Small businesses such as law firms, fashion companies, restaurants, tech firms and retail outlets make up the bulk of Slogan Slingers’ business.
Two Cousins’ Pizza Co. of Lexington, Ohio, took part in one of Slogan Slingers’ first contests. The owners ultimately chose “The World’s Best Pizza (Relatively Speaking)” as their tagline. It now appears on everything from signs to fliers to golf carts.
Meanwhile K9Login, a website for professional dog walkers in Chicago, Ill., chose this: “How Walking Should Run.”
And IT consulting firm ComSys of Kenosha, Wis., found a winner with this: “Our People Don’t Crash.”
One surprise, says Davis, is that while he expected to apply the typical advertising process to running Slogan Slingers, he has instead applied efficiencies he learned from being in the businesss — getting rid of meetings and eschewing over-analysis — to his new ad agency.
And the best part: “It’s a completely democratic process. Everyone is competing equally,” he says.
And for some, it’s a way into a new career.
Taheerah Barney, a nutrition counselor from Hoboken, N.J., graduated from Northeastern University with a marketing degree in 2001. While she had hoped to land a job in advertising, the economic downturn upended her plans.
Slogan Slingers is now giving her an opportunity to pursue that goal.
“Professional tag line writing career, here I come,” she says.
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