The Genius of Stickers

One of the main metrics used to assess the effectiveness of a marketing message is the ratio of customers reached per dollar spent. As stated in other previous posts, this semester has not only taught me many concrete marketing principles, it has also taught me to be more aware of marketing messages in everyday life. Recently, I began to think more deeply about the abundance of stickers that I see every day. They’re everywhere! On cars, signs, doors, laptops, cell phones, water bottles, tables, skis, skateboards, and just about every other receptive surface conceivable. If you look at what happens when a person chooses to stick a sticker on something, it becomes hard to believe that one has to pay for stickers, rather than all companies giving them out for free.

            When I was young, I collected every sticker I could get my hands on, and stuck them haphazardly to my desk, and eventually the back of the door in my bedroom. At that time, I just liked the diversity of colors and shapes and patterns, and that I could decorate my room without artistic talent, because I have none.

What I didn’t realize at the time was that I had created a marketing campaign off all my own favorite things, things I had purchased before, which I saw everyday. Granted, I was the primary viewer of all the marketing efforts.  But, think of the owner of a car covered in bumper stickers, or the girl across the coffee shop whose laptop is advertising everything from her home state to her beloved Tom’s Footwear.  These people have such high brand loyalty that they are willing to advertise for free, or even in some cases, for a price. For example Ski The East, an online community of devoted East Coast skiers, sells sticker kits for anywhere from $3 to $20 depending on size, color, and number of stickers in the kit. So not only is this company generating revenue from selling its stickers, it is also generating revenue from the advertising that comes with having your company’s logo plastered anywhere and everywhere.

            For all companies, reaching consumers outside of its targeted market segment is expensive and ineffective in terms of the amount of customers that can be generated per dollar spent. The use of stickers as a promotional tool in a company’s marketing mix allows for brand images to reach customers it may have never dreamed of reaching.   Even if nine of every ten people who see it have no reaction whatsoever, the company that charges for its stickers is still paid to gain that tenth customer who saw the sticker and decided to check out more about your product.

            In a marketing environment where it seems lately more is better, I find it fascinating to see the success and effectiveness of one of the simplest forms of advertising available.