Blog Post | Feb 21, 2023
The Bumper Sticker: Its Storied Past and Present Opportunities for Marketers
Originally created as a guerilla advertising tactic for roadside attractions, bumper stickers have been an effective marketing tool since the 1940s. Bumper stickers give integrated marketers a cost-effective way to reach thousands of people, brand their businesses and serve as the physical equivalent of word-of-mouth advertising. Here’s a little about the history of the invention and how marketers can use them right now.
If you do a lot of driving, you’ve probably seen thousands of bumper stickers, and maybe you’ve even plastered a few on your own car. Bumper stickers are classic for a reason: For many of us, our cars are like an extension of our houses or even ourselves, and we want to be able to customize what we drive and display what’s important to us.
Not everyone appreciates their kitschy appeal, but when the right company or brand finds just the right audience, the result is a potent marketing tactic that literally costs pennies, exposes your message to thousands of people, and lasts up to a decade. Let’s dive into their fascinating history and see what the stickers can do for marketers right now.
The History of the Bumper Sticker
Although the invention of the bumper sticker is widely credited to Ray Stanton Avery—the man behind the adhesive labels—it was Kansas City entrepreneur Forrest Gill who had the idea first. Gill’s “bumper strips” were made by hand. And the tourism industry was the first to embrace the commercial possibilities of the bumper sticker: when customers were parked at motor lodges, roadside attractions and other tourist draws, employees would rush outside and slap the strips onto cars. This gutsy move paid off, and many tourists proudly displayed the strips throughout their travels, spreading the word throughout the country. Gill’s company is still around today and still selling bumper stickers.
The All-Time Best-Selling Bumper Sticker
The most popular, widely affixed bumper sticker of all time should come as no surprise—even though “baby-on-board” stickers have been around since the 80s, millions of them are still on the road. While businessman Michael Lerner was not a father himself, he frequently drove with his young nephew and was alarmed by the number of reckless drivers who tailgated or cut him off. Within a year of creating the stickers, 3 million were sold. The fact that we don’t even need text to understand the sign speaks to the brilliance of the design and offers a lesson for designers and marketers.
Another bumper sticker hall of fame entry is the “my child is an honor student” stickers. People love to feel like they belong and display affiliations and accomplishments they’re proud of. Consider not only the number of 26.2 (the number of miles in a marathon) stickers but the sheer volume of Apple stickers or Disney annual pass holder badges you see on cars. These stickers make people feel like they’re part of an exclusive club, which benefits customer retention. And more than just spreading the word, these simple bumper stickers are a powerful form of branding.
How They’re Being Used Today (and by Whom)
While bumper stickers may have had their heyday in the ‘80s and ‘90s, they’re still around today, and savvy integrated marketers are taking advantage of a low-cost platform to reach thousands. Bumper stickers also have unmatched durability, which is important because Americans are keeping their cars longer too.
Bumper sticker marketing is especially suited for industries that include:
Even if your business doesn’t fit into any of these categories, bumper stickers can still make for excellent swag!
Cars Are the Perfect Vehicle for Advertising
Bumper stickers offer a fun, cost-effective way to spread your message. If you want to make a bigger statement, there’s the turbo-charged version – a vehicle wrap. If bumper stickers are like “word of mouth” advertising on wheels, a vehicle wrap is like a mobile billboard that puts you in control of the distribution area. And bold, colorful vehicle wraps are a little more “in your face,” making them almost impossible to ignore.
If you’re wondering if either tactic could be appropriate for your business, let’s talk. Contact us to learn more about how bumper stickers (or vehicle wraps) might fit into your integrated marketing campaign.
Not everyone appreciates their kitschy appeal, but when the right company or brand finds just the right audience, the result is a potent marketing tactic that literally costs pennies, exposes your message to thousands of people, and lasts up to a decade. Let’s dive into their fascinating history and see what the stickers can do for marketers right now.
The History of the Bumper Sticker
Although the invention of the bumper sticker is widely credited to Ray Stanton Avery—the man behind the adhesive labels—it was Kansas City entrepreneur Forrest Gill who had the idea first. Gill’s “bumper strips” were made by hand. And the tourism industry was the first to embrace the commercial possibilities of the bumper sticker: when customers were parked at motor lodges, roadside attractions and other tourist draws, employees would rush outside and slap the strips onto cars. This gutsy move paid off, and many tourists proudly displayed the strips throughout their travels, spreading the word throughout the country. Gill’s company is still around today and still selling bumper stickers.
The All-Time Best-Selling Bumper Sticker
The most popular, widely affixed bumper sticker of all time should come as no surprise—even though “baby-on-board” stickers have been around since the 80s, millions of them are still on the road. While businessman Michael Lerner was not a father himself, he frequently drove with his young nephew and was alarmed by the number of reckless drivers who tailgated or cut him off. Within a year of creating the stickers, 3 million were sold. The fact that we don’t even need text to understand the sign speaks to the brilliance of the design and offers a lesson for designers and marketers.
Another bumper sticker hall of fame entry is the “my child is an honor student” stickers. People love to feel like they belong and display affiliations and accomplishments they’re proud of. Consider not only the number of 26.2 (the number of miles in a marathon) stickers but the sheer volume of Apple stickers or Disney annual pass holder badges you see on cars. These stickers make people feel like they’re part of an exclusive club, which benefits customer retention. And more than just spreading the word, these simple bumper stickers are a powerful form of branding.
How They’re Being Used Today (and by Whom)
While bumper stickers may have had their heyday in the ‘80s and ‘90s, they’re still around today, and savvy integrated marketers are taking advantage of a low-cost platform to reach thousands. Bumper stickers also have unmatched durability, which is important because Americans are keeping their cars longer too.
Bumper sticker marketing is especially suited for industries that include:
- Educational institutions
- Tourism and hospitality/destinations
- Fast food
- Political campaigns
Even if your business doesn’t fit into any of these categories, bumper stickers can still make for excellent swag!
Cars Are the Perfect Vehicle for Advertising
Bumper stickers offer a fun, cost-effective way to spread your message. If you want to make a bigger statement, there’s the turbo-charged version – a vehicle wrap. If bumper stickers are like “word of mouth” advertising on wheels, a vehicle wrap is like a mobile billboard that puts you in control of the distribution area. And bold, colorful vehicle wraps are a little more “in your face,” making them almost impossible to ignore.
If you’re wondering if either tactic could be appropriate for your business, let’s talk. Contact us to learn more about how bumper stickers (or vehicle wraps) might fit into your integrated marketing campaign.