NY times: Over the last few years, though, Mr. Fluevog hasn’t just been presenting ideas about shoes and style to customers; he has also been soliciting ideas from them — encouraging brand enthusiasts to submit their own sketches for leather boots, high-heeled dress shoes, even sneakers with flair. He posts the submissions on his company’s Web site, invites visitors to vote for their favorites and manufactures and sells the most promising designs. He calls it all “open source footwear.”
“Customers want to express themselves, to be involved with the brand,” Mr. Fluevog said in an interview at the John Fluevog Shoes boutique on Newbury Street in Boston. “For so long, people would hand me a drawing of their personal design for a shoe or ask if I had considered an idea they liked. This program is a natural outgrowth of that desire for connection.”
To date, the company has chosen nearly 300 finalists from the flow of sketches into Vancouver — and introduced 10 shoes based on customer designs.
To Charge Up Customers, Put Customers in Charge [NY times]
Linking with Consumers
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I have similar ideas to get consumer involved in the marketing process. This kind of stuff used to be done by focus group or feedback forum, and it cost the company hundred thousands of dollars.
Nowadays corporate blog can be used to facilitate customer feedback. (Forrester research: http://blogs.forrester.com/charleneli/2007/01/new_roi_of_blog.html)
Based on the similar ideas I have setup system to make easier for company and the public do exactly that. http://www.ImBlogging.com is blogger portal with built-in Blog contest where company can easily create blog contest, and public participate and vote the best post.