by Andrew Witkin
The past few months have been anything but normal. In order to keep individuals safe from COVID-19, governments have implemented strict guidelines on many aspects of everyday life. Everyone’s lives have been disrupted in some way, but the pandemic has also allowed us to get back to basics, where we can appreciate family, enjoy nature and savor the little things. In a society that’s usually fast-paced, we’ve been forced to slow down and shift our priorities to what really matters.
Take, for example, the solutions driving public safety. There are many technology solutions emerging due to the pandemic, but the majority of businesses have opted for solutions that are easy to implement and understand. Instead of relying on costly and confusing technology, retailers can fall back on the basics to promote physical distancing guidelines.
Yes, technology may be the pandemic hero for those working remotely, but during this time of so many unknowns, what’s more important than high-tech solutions are ones that actually work. No one wants to work through complicated apps just to get their basic supplies. They want stress-free ways to navigate this new abnormality.
Stickers to the Rescue
For some businesses, this has meant investing money not into software, but into decals. Since March, stickers have taken on a whole new meaning. Instead of being used for personal creativity and self expression, they are being deployed by grocery stores and other retailers to control foot traffic. They have stickers on the floor telling customers where to walk or stand, reminding shoppers to stay safe. Floor decals are there to make these new safety guidelines simple and easy-to-follow.
Marketing has also taken a back-to-basics approach. Television and radio advertising used to be the most popular option for brands looking to raise awareness. They were incredibly effective — that is, until technology evolved. Radio was phased out in favor of streaming services and television advertisements had no place in web-based browsers. These modern advertising solutions were flashy and effective for a while, but as consumer trends changed, they couldn’t keep up. Now, brands are looking for simpler methods to reach consumers. That’s where word-of-mouth marketing or social media come into play.
This is also where advertising and the pandemic intersect. Experts predict that most Americans are exposed to 4,000 to 10,000 advertisements a day. The public has become immune, which means brands need new, effective solutions to reach consumers. With decals popping up in every public space, these may just be the perfect solutions to get back in front of potential customers. With individuals relying on them to dictate their next steps, they have the potential to be seen by hundreds of consumers.
The other benefits to social distancing stickers are related to cost and effectiveness. Unlike technology, stickers aren’t costly to update or implement. Most businesses can buy high-quality, customizable vinyl decals by the case, saving money with bulk discounts. Even in busy areas, these durable stickers are bound to last. With decals dictating how to move through many public spaces right now, consumers are paying attention. The novelty of television ads or billboards may have worn off, but sticker ads may just be an effective way to increase brand awareness.
As we navigate the new normal, consumers want brands that care about them and their safety. By investing in simple solutions, brands can approach marketing relatively risk-free, while also keeping their customers safe.
Andrew Witkin is the founder and CEO of StickerYou, a global, e-commerce leader in custom-printed, die-cut products that empower consumers and businesses to create high-quality materials for personal expression, marketing, and packaging.