A 'Sticky' Radio Story
March 1, 2007 at 5:49 AM (PT)
For all the high-tech advertising channels radio has for promoting itself, many still make use of a long-popular but decidedly low-tech advertising medium: bumper and car-window stickers, according to an article in the SEATTLE POST-INTELLIGENCER.
"People still like to display things they feel included in," says FISHER Talk KVI APD/Exec. Producer TRAVIS BOX. "Whether that's a college, a political campaign or a truck brand. Does it reinforce certain brands? You bet it does."
The bumper sticker is also a favored giveaway freebie at fair booths, and it's a cost-effective advertising medium -- after all, the customer provides the space for the message. KVI PD DENNIS KELLY says window and bumper stickers may be even more effective now since "we spend hours stuck in traffic compared to what we spent 30 years ago."
SEATTLE radio vet MIKE WEST recalls from his youth the KOL bumper sticker -- red with white letters -- that also had a serial number that the station might read over the air to announce a contest winner.
KXRX, where WEST also worked, is long gone, but the bumper sticker remains. "I still see those stickers around," he says. "People don't want to take them off." And they may not be able to; WEST wonders if some super-adhesive glue was used on them.
"At any of the events we go to, the one thing they ask is, 'Do you have a bumper sticker or window cling?'"