When it comes to putting custom stickers on cars there are three types of sticker people; the Pure, the Proud, and the Maniacs. The Pure cherish their car and would never want to add anything that would mar it in any way. On the other extreme are the sticker Maniacs for which it’s not about the car, it’s about art, opinions and broadcasting. In the middle of the bell curve are the Proud – Â the ones willing to showcase a sticker or two for an organization, location, product, opinion, etc… that they are proud to be associated with.
To maximize impressions with promotional stickers, it is the Proud sticker people (also called Badgers) that we marketers need to target. The most effective stickers are viewed as endorsements – but to be viewed as an endorsement they need to be seen first. Too many stickers on a car and it crosses from a trusted endorsement into cluttered advertising (or art) that isn’t necessarily trusted as it is coming from a Maniac. With no stickers on a car, obviously, nothing is being endorsed other than the vehicle itself.
So, before you spread your promotional stickers to the wind and pray they end up displayed on a car (or other visible location) consider better qualifying the people who get the stickers in the first place.
• Know your market. Are they Purists? If so, perhaps a different promotional product is in order. If they are Maniacs – give them a pile of stickers. Might as well be part of the party (it’s still exposure) and perhaps you will somehow stand out or find a location all your own.
• Create a product that sticker people will buy. This is the ultimate qualifier. Buyers are the true fans (Badgers) that are willing to pay to be part of your campaign and associated with you or your product.
• Connect with enthusiastic supporters. Chances are your market is not filled with Purists or Maniacs so consider how best to connect with fans and supporters. Step one, make them proud and excited about being a part of your community or culture. Step two, ask or offer incentives for them to put your custom logo stickers on their car or another visible location.
• Turn supporters and fans into Badgers by making sure sticker designs resonate. Bring them into the design process and don’t skimp on quality (unless your identity is all about shabby quality).
Jeff Nicholson is the founder and Creative Director at 
3 Responses
Sounds like things are different outside of Vermont. Police pulling you over, cars keyed, not getting dates… bummer! In regard to bumper stickers, “Keep It Simple”. “Keep It Civil”.
Anymore a bumper sticker can peg you as a terrorist. Put an American flag, a military logo, or anything anyone might consider “conservative” and the police will pull you over or you might have your car keyed or vandalized in a parking lot. I used to be one of the proud, but no more. My car says nothing about me, my loyalties or my opinions. Too risky. But I do love stickers!
My advice is two stickers maximum, unless you don’t care whether or not you ever get a date.