When you hand out your promotional stickers, in the hopes that recipients will display the sticker, you are essentially handing over some of the control in how your business is represented. This means that it’s important to take a closer look at these potential brand ambassadors and get to know who they are, where they are, and what they want.
Certain businesses and organizations are best suited for taking advantage of promotional stickers. Think sports teams, schools, bands, churches, clubs, resorts, charities, political candidates, etc. However, it’s important to note that every business, regardless of industry, can take advantage of a sticker marketing campaign as long as they are creative with the content and design of the sticker and it displays a message, graphic, or information that resonates with the customer and the community they are a part of.
Who are these community members or potential “sticker people”? Here’s an introduction to their 3 different sticker personality types:
“The Pure” really aren’t going to help you much. They prefer not to promote any business or brand, even if they are a customer or fan. They prefer to keep their preferences private. You’ll never see a bumper sticker on their cars. They don’t want to add anything that will alter or personalize their cards in any way. They are still making a personal statement, but that statement is about them and their clean car, not a slogan, group, or product they may be associated with. Don’t take it personally, they aren’t displaying anyone’s sticker (at least knowingly)!
“The Maniacs” are at the complete opposite extreme from “The Pure”. These people are typically very showy. Their personal property, specifically their car, is a prime spot for displaying art and broadcasting opinions and preferences. There’s nothing shy about them. Their space says, “This is who I am and what I value.” A “maniac” may display your sticker, but it’s among many others and the message may be diluted.
“The Proud” group should be the main focus of any marketing effort. The majority of people fall into this category. They are the ones willing to display a subtle badge, or two, in support of something they are proud to be associated with. Think of the parents that display the decal of the college that their son or daughter attends. The sticker choices of “The Proud” represent clear endorsements, which are not lost in a crowd of other messages. These people are not just willing, but are enthusiastically volunteering (or even paying!) to showcase a sticker declaring their association and affinity to a product/service/cause, etc. This is where the secret to sticker marketing success lies- in fully harnessing the marketing power of your fans and advocates.