Ever notice that on the trunk of most vehicles, there’s a decal or emblem identifying the dealership where the car was originally purchased?
It’s almost like a badge of honor—except most people don’t even think about it. Whether it’s a small, discreet sticker in the corner of the trunk or a bold chrome emblem, that dealership’s name is along for the ride, sometimes for the entire life of the vehicle. And here’s the kicker: the customer isn’t just okay with it—they rarely even consider removing it.
Now, think about how powerful that is from a marketing standpoint. That dealership just produced a free, long-term brand awareness campaign on a moving billboard—your car. Every time you’re stopped at a red light, idling in traffic, or parked in a busy lot, their brand is on display. That single sticker or emblem is seen by thousands of people over the years, and all it took was slapping it on the vehicle at the time of purchase.
Marketing That Drives Itself
This concept isn’t new, but it’s one of the most effective (and overlooked) forms of passive marketing. It’s branding that sticks—literally. And it’s not just dealerships that have figured this out.
A while back, there was a radio station that absolutely nailed this idea. They gave away bumper stickers featuring their station’s logo and slogan. But here’s where they took it to the next level: every day, a station representative would drive around town, looking for vehicles with the bumper sticker. If they spotted one, the owner won a prize—cash, concert tickets, free gas, you name it.
What happened? People rushed to get a bumper sticker, hoping they’d be the next lucky winner. They proudly displayed it on their cars, trucks, and even motorcycles, all in the hopes of being spotted. But in reality, they were doing something far more valuable for the station: they were turning their vehicles into mobile advertisements, spreading the station’s brand everywhere they went.
How Businesses Can Tap Into This Genius Strategy
Now, imagine you own a tire shop, an oil change center, or any local business that benefits from repeat customers. What if you offered a discount—say, $10 off an oil change or a free tire rotation—just for having your business’s bumper sticker on their car?
Coffee shops could offer a free cup of coffee once a month to anyone with their sticker.
Gyms could give a discount on a membership renewal.
Pet groomers could provide a free nail trim for pets of stickered customers.
Local breweries could do a monthly giveaway for sticker holders.
The key is to create an incentive strong enough that people want to participate but not so big that it cuts too much into your profits. It’s a small investment for a huge return—every single car with your sticker is out there marketing for you, all day, every day.
Why This Works So Well
It’s Free Advertising: Once a sticker is on a car, your brand is being seen constantly with no additional cost to you.
It Builds Community: Customers feel like they’re part of something bigger—a club, a movement, a local favorite.
It Creates Brand Loyalty: If someone takes the time to put your sticker on their car, they’re more likely to come back to your business.
It’s Fun and Engaging: People love rewards, surprises, and the chance to be recognized.
This isn’t just about slapping a logo on a car—it’s about turning everyday drivers into passionate brand ambassadors. The best part? They’re doing the marketing for you, and they’re happy to do it.
So, the next time you see a dealership sticker on a car, think about how you can apply that same strategy to your business. The road to better marketing might just start with a simple sticker.
How can you use an idea like a simple bumper sticker to make your customers want to promote your business?
