As people have become more weary and less effected by traditional advertising that interrupts, marketing has shifted to more permission and connection based models. There is nothing more effective and influential then word of mouth marketing and endorsements from trusted sources. Word of mouth marketing begins (and ends) with relationship marketing. A good relationship marketing example is the spreading of promotional stickers.
Effective marketing is turning to where it should have been all along – existing customers and the building of relationships. Traditional advertising that invites or reminds people to stop by or use a product does not create buzz – the real buzz is created by a group, product or service exceeding expectations and being talked about.
The real secret to buzz and business success lies in the existing customers who become super engaged fans – the evangelists, advocates and lovers. There simply is no better marketing.
These are the people gladly putting a promotional sticker on their car. They are the “Badgers” – proud and willing to wear the badge of a band, location, product or business they love. And, the exposure created by that Badger’s stickers (or t-shirt or tattoo) is not interruptive advertising – it’s an endorsement of the highest degree.
Work on building the love before building the badge. Then make the stickers to represent that love and let it spread naturally far and wide.
A Relationship Marketing Example
Imagine a small neighborhood coffee shop called Bean & Leaf. Instead of only pushing one-time promotions, they use stickers to build a little tribe around the brand.
Bean & Leaf gives every customer a high-quality illustrated sticker with their first purchase. The sticker features their quirky mascot coffee cup and the phrase “Brew Crew.” Customers stick them on laptops, water bottles, and notebooks.
Each month, the shop releases a new limited-edition sticker. If customers bring in an item with a previous Bean & Leaf sticker on it, they get a small perk like a free flavor shot or a discount.
Over time:
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Customers collect the stickers like badges.
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The brand becomes a visible part of their daily life (on laptops, cars, bottles).
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Staff recognize returning customers by their stickers and greet them as part of the “Brew Crew.”
The result is classic relationship marketing: instead of chasing one-time transactions, the business builds ongoing engagement, loyalty, and identity around the brand.
Jeff Nicholson is the founder and Creative Director at 
