The Bottom Line (Air Date: September 9, 2014) – Several years ago Morgan Lynch envisioned a better way for companies to market products – by engaging their products’ biggest fans and committed users. Lynch started Needle in 2010 and his customers now include well-known companies like UnderArmor, Dell, Coach and Norwegian Cruise Lines. His company recruits people who are enthusiasts and expert users of a brand’s products. They work part-time and from their home, not from a call center. They are called “Needlers” and engage in online chats with potential customers. Online brands have seen conversion rates go from less than 1% to 10% or more when they can chat with an expert and fan of the product. Lynch talks about his experience working for Logoworks, and his efforts to develop his new model idea which became Needle.
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