How Small Businesses Can Use Custom Stickers for Cost-Effective Marketing

Marketing can feel like an extremely expensive and unaffordable venture with all of the digital and print marketing avenues available these days. Small businesses don’t always have large budgets for digital advertising and large-scale promotions and deals. This is why custom stickers have become so popular! They are very cost-effective compared to other marketing avenues. Stickers are a great tool for brands looking to leave a lasting impression without breaking the bank.

Photo by Dan Gold on Unsplash

Real-World Success Stories: How Businesses Have Used Stickers Effectively

Some of the most creative and successful marketing campaigns have used stickers in innovative ways to generate buzz and brand loyalty. From small companies to big companies that used stickers when they were just starting out, here are a few standout examples:

Dutch Bros: Building a Cult-Like Following with Stickers

Dutch Bros, a popular coffee chain, has perfected the art of sticker marketing. By offering free limited-edition stickers with purchases on “Sticker Drop Days,” they’ve turned their customers into brand ambassadors. Fans eagerly collect these stickers, proudly displaying them on water bottles, laptops, and cars—essentially providing free advertising.

Learn more about Dutch Bros' sticker strategy

Folgers’ NYC Guerrilla Campaign: Turning Manholes into Coffee Cups

Folgers created an eye-catching guerrilla marketing campaign in New York City by placing stickers on manhole covers designed to look like steaming coffee cups. The clever illusion turned everyday urban elements into interactive advertisements, capturing the attention of thousands of pedestrians. This campaign was created by advertising company Saatchi Saatchi for their client, Folgers in 2006 according to AdWeek.

Reddit’s $500 Sticker Marketing Strategy

Reddit, now one of the most visited websites in the world, started with a humble marketing budget of just $500. Their team plastered stickers everywhere—from college campuses to street corners—sparking curiosity and conversations. This grassroots effort helped them grow into the massive platform they are today.

The Benefits of Custom Stickers for Small Business Marketing

Some people have often wondered over the years if stickers would phase out - but this trend is definitely sticking around (no pun intended). Stickers are for every generation - we see them on the bumpers of boomers, the laptops of millennials, and the water bottles of everyone in Gen Z and beyond! Stickers are more than just fun though—they’re a strategic marketing tool that offers multiple benefits for small businesses:

1. Cost-Effective Advertising with High ROI

Compared to traditional advertising channels, custom stickers are incredibly affordable. Once printed, they continue to generate brand exposure for months or even years without any additional investment.

2. Word-of-Mouth & Organic Brand Promotion

According to The Keller Fay Group, 90% of brand-related word-of-mouth conversations happen offline. Nicholson points out, "Stickers are the original social media. They are a physical badge and mini-billboard that encourages word of mouth and builds off-line impressions." Stickers act as mini billboards, sparking conversations and spreading awareness in a natural, organic way.

3. Stickers as Social Proof & Brand Loyalty Builders

A sticker on a laptop or water bottle is essentially a personal endorsement. According to Social Chorus, 95% of millennials say they trust recommendations from friends over traditional advertising. Only 6% of Millennials consider online advertising credible. Stickers give customers a way to show brand loyalty and share their preferences with others. This is why testimonials are so important today. What is often overlooked according to Nicholson is that "stickers on cars, laptops, water bottles, etc. are basically testimonials and endorsements, not advertising. Stickers are 'signs' of status that align with personal interests and values." (source)

4. Versatility in Marketing Applications

Free Giveaways: Add stickers to orders or hand them out at events to encourage brand loyalty.
Packaging Seals: Custom stickers can elevate your packaging and make unboxing a memorable experience.
Event Marketing: Pass out branded stickers at trade shows, markets, and pop-up events. Decorate your donation boxes, signage, tables and more like our Non Profit partner Street Dog Hero does!
Community Engagement: Encourage customers to share photos of their stickers on social media with a custom hashtag.

5. Guerrilla Marketing Potential

For brands looking for unconventional, high-impact marketing, stickers offer endless possibilities. Campaigns like Frontline’s flea and tick floor sticker—which made it look like people walking over a large sticker were fleas on a dog—demonstrate how creative sticker placement can make a brand unforgettable.

Explore more guerrilla marketing campaigns

Take Action: How to Get Started with Custom Stickers

Whether you’re looking to grow brand awareness, engage your community, or add a unique touch to your products, custom stickers are a proven way to get your name out there. Start by designing your own custom stickers that reflect your brand personality and values.

Ready to create your own sticker marketing campaign? Start designing your custom stickers today!