Today some of the best marketers out there are in the nonprofit arena. Consider how visible the pink ribbons from the Susan G. Komen for the Cure campaign are, or how the yellow Lance Armstrong LiveStrong wristbands spawned a whole new trend in wristband cause marketing. People like hats with pink ribbons on them, and yellow wristbands, because these items help them represent their cause, and show the world what they think is important and worthy of support.
Bumper stickers are a great marketing tool for nonprofits on a local or national level and for-profit organizations with a focus on corporate responsibility.
Here are four quick tips for organizations looking to create bumper stickers to market a cause:
1. Know your objective
When designing a sticker for your cause, think about what you want to accomplish. If you are building awareness, then include a URL on the sticker so anyone who sees it can visit your website to find out more. You can also position your stickers as a thank-you gift to contributors or volunteers with copy such as, “I support the Philadelphia Zoo,” or “I am a proud Public Radio Sponsor.”
2. Focus on logo and brand
Since bumper stickers are out in the open and visible to the public, they function like outdoor advertisements. It’s requisite to include your logo on the bumper sticker to better build brand awareness. If you don’t already have a standard logo for the campaign or cause, then it is wise to create a logo before doing any marketing.
3. Tap into the local and sustainable movements
Consumers today are focusing a lot of attention on localism and sustainability. People are making a concerted effort to purchase items produced and sold by local businesses in an environmentally friendly way. As a for-profit business or organization, if your products and services meet this description, a bumper sticker is a great marketing tool to let your customers and their friends know that you are a local, responsible business. For example, a local bakery, along with a company name, logo and URL, could include the following copy, “My Bread’s Baked on Main Street.”
4. Distribute via mail
Most nonprofit and for-profit businesses regularly send out direct mail. If you are already paying to mail a package, drop a bumper sticker inside. Just be sure to include outer-envelope copy that says “Free Sticker Enclosed,” so that recipients who were planning on skipping over your mailing will open and read it. It also helps to talk a tiny bit about the bumper sticker in the mailing’s letter or brochure to explain why folks are receiving it (out of appreciation, as a thank you, etc.).
*photo via gearfuse.com