When using sticker distribution as a part of your marketing strategy, it’s important to take advantage of all of the sticker “real estate” that’s available to you during the sticker design process. The primary focus is obviously the sticker itself, but what about back copy or printing on the back of the sticker? Letting this space go to waste is a missed promotional opportunity.
Instead of leaving the back of the sticker blank, that space can be used to incorporate a number of marketing messages. Unlike a brochure, letter, or flyer, a sticker has value and is “fun” – people are more likely to hold onto it! They will pay attention to what’s on both sides of the sticker.
Not sure of what to include in the copy on the back imprint of the sticker? Here are a few ideas for you:
- Print sticker postcards which are an incredible marketing tool unto itself
- Print product information/specs
- Print coupons to encourage future sales
- Print QR codes that connects to an online video or special landing page
- Share company information: address, phone numbers, website URL, or social media handles
- Promote contests or special events
- Present subscription or sign-up cards
- Print a reminder to display the sticker! – Where do you want to see them?
If you’re having trouble deciding what message to include on the back of a sticker, you can always include more than one. Don’t limit yourself! You can set up print runs for multiple messages or campaigns, depending on the distribution method. For example, you might want one message for the stickers you plan on handing out at an event, another message for the stickers you’ll be sending out via direct mail, another message for the stickers slipped into product shipments, and another message for the stickers that salespeople hand out when they meet with prospects. This is all possible by making simple copy changes during the print run.
Another great option for stickers with back printing is to sell or trade that space to another company that has a similar target audience. Of course, it shouldn’t be a direct competitor, but rather a company in a related market. For example, a ski shop could partner with a skiing magazine. The magazine could put subscription information on the back of the sticker. Even though sticker printing is a relatively low cost marketing method, costs can be reduced even further if two parties share in the expense. Or, trading is always an option. In the ski shop/skiing magazine example, the magazine could include an advertisement for the ski shop in each publication in exchange for subscription information on the backing paper imprint.
No matter how you choose to use the sticker backing paper imprint – the bottom line is that you should be capitalizing on the back printing! Most businesses don’t consider this during the sticker design process and therefore aren’t getting the maximum value out of their promotional stickers. Don’t be one of those businesses! Instead, be creative and let both sides of your custom outdoor stickers work for you.
