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Name Game

Kid Stuff

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This story appears in the July 1997 issue of Entrepreneur. Subscribe »

Customers love feeling appreciated and involved. So why not let them help you name new products, services or promotions?

John R. Larsen not only liked this idea, but he took it a step further: He let his customers name his business. He and three partners purchased a Sparks, Nevada, sandwich shop in 1975 that had been called The Sub Shop since it opened in 1972. "The name was too generic," says Larsen. So, in a moment of inspiration, the owners decided to sponsor a communitywide contest to rename the shop and set it apart from its competitors, offering $500 to the winner.

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