There is a buzz word that has been kicking around for quite some time: “stickiness.”
In PR we talk about sticky messaging and even sticky websites – marketing that delivers value to the audience, which in turn spreads the word.
It made me smile when I heard about StickerYou, a sticker company that has nailed sticky marketing. It has done something really interesting in creating a fun and easy web platform where you can create your own personal and cost-effective stickers, but it has also partnered with big brands that use the widget to offer customized swag for their fans.
StickerYou has used technology to transform stickers from a simple and fun product into a way to build deeper connections with customers.
“Brands are looking to create more sticky websites, better digital marketing, and greater consumer engagement,” president Andrew Witkin says. “So we asked ourselves: how can the process for attaining a sticker in the digital world be something that is actually very valuable in terms of what the marketer would want?
“By building your own stickers, you are engaging with the brand. Instead of just being handed a sticker at an event, people are actually involved in the creation process. Then they can celebrate the brands they like by putting their personalized stickers on their gear.”
Launched in early 2010, StickerYou has already built partnerships with some pretty big companies, including Sony Pictures, Warner Bros. Entertainment, Ford and Lego. It has also teamed up with Coca-Cola, which created a Coke sticker maker as a reward offer for its customers.
“There is a huge personalization trend in the marketplace,” Mr. Witkin says. “Today’s liberated consumer wants to create something. When you look at consumers’ relationships with brands through social media … everyone now has a say. It’s not just a brand talking to the consumer, they want a better, honest relationship with the brand.”
By offering this sticker-making app, StickerYou and the companies it partners with are effectively letting customers shape a brand, personalize it, and display and share it with others.
“From a pure marketing perspective, this is a distribution strategy that works for us because it gives us accessibility to more customers, and the sell through and conversion rates referred from other sites is much larger,” Mr. Witkin says.
Sure, he’s providing a great tool for brands and their marketing strategies, but he is also building strong partnerships that get the StickerYou name out to much bigger audiences than it could ever reach on its own.
Mr. Witkin has answered a question that all business leaders should be asking themselves: What is your company doing to ensure your brand sticks?
Special to The Globe and Mail
Mia Pearson is president of the Canadian region for Fleishman-Hillard Canada and its sister company, High Road Communications. She has more than two decades of experience in creating and growing award-winning communications agencies. Her experience spans many sectors, including financial, technology, consumer and lifestyle. She works in partnership with her clients to build brands, mitigate risk and shape communications strategies.