At Websticker we produce a lot of custom promo stickers for the craft beer industry. Why? Because we love beer and we think custom stickers are an awesome promotional tool that helps strengthen their relationships, start conversations and maximize exposure for their company. Consumer Trade Shows and Festivals are an excellent place to pass out these mini-billboards and badges to fans and beer enthusiasts. But, that’s not possible if sticker distribution is banned.
It’s unfortunate when sticker bans happen for everyone involved. When promo stickers are produced and distributed properly everyone wins – with more exposure for the products, the companies, and the overall industry. Not to mention enthusiastic consumers who want to wear/display a badge (custom sticker) of their favorite brew on water bottles, laptops, vehicles, etc.
Yes, custom promo stickers can be “spammy and tacky” – so can business cards and flyers and e-mails and radio ads… It’s all about the quality and the distribution method. Simply, if a sticker (or other medium) has a perceived value, they will not become litter, spam or graffiti. There’s no need for clean-up or “removal” if the medium is something of value and worth holding on to.
So, instead of banning custom promo stickers, here are some recommendations that can result in a productive sticker marketing tool for companies, exhibitors and show producers alike.
1) Don’t use (or allow) paper labels and cheap stickers. The cheaper the label/sticker the more spray and pray distribution, the more littering and inappropriate applications, and the higher chance that the stickers will leave an adhesive and paper trail that requires costly clean-up. The quality of the stickers should reflect the quality of the brand.
2) Don’t give stickers out to everyone (the free pile). This decreases their perceived value and encourages waste. Qualify people to receive your promo stickers (the qualified stash) by having them ask, or giving them only to people you engage with or exchange for contact info. The stickers don’t have to be a secret – by all means let people know you’ve got a cool, quality sticker. Use them to start conversations, reward actions or as a valued gift to fans. There are different sticker distribution methods for custom logo stickers
Custom promo stickers are not spammy and tacky, but organizations that give away cheap stickers with abandon and without a plan, consideration for a show venue, or trade short-term exposure for long-term brand value have a big problem. The solution is not to ban all promo stickers, it’s to educate businesses and brands on best practices. Promo stickers can be a cheap freebie… or one of the best valued marketing tools available. Take your pick.
For those that might want to learn more about harnessing the power of stickers at trade shows, events and in their overall marketing mix, check out my book; Stick This! Using Promotional Sticker To Build Identity, Create Word Of Mouth and Grow Sales. Ask me for a free copy.
Jeff Nicholson is the founder and Creative Director at 
