Who doesn’t like stickers? Even if you don’t like what’s on the sticker, I bet you find yourself grabbing one if you see it. Everyone talks about viral marketing on the Internet, but stickers can very easily become a viral marketing boom… on the streets! If your band has a street team (which it should… more on that in another post) stickers should be the heart of its mission. There are several types of stickers and it is important to know your options.
1: Print Type
There are 3 types of printing for stickers: Offset, Screen, and Digital.
-Offset: This type of printing is usually done on indoor label stock for items like food containers. They are not very durable and should only be used in a low-impact indoor setting.
-Screen: This type of printing is done on a screen-printing press– much like a t-shirt. This works good for indoor and outdoor uses when you have a single color, or multiple colors that do not blend together. Bumper stickers are a good example of screen-printed stickers.
-Digital: This type of printing is done on a large format inkjet type of printer. It creates full color images on a vinyl stock. Typically you can print short run on this type of machine and this allows for small quantities of stickers to be produced for a special promotion. It is usually slightly more expensive then a screen-printed sticker, but if you have multiple colors or a complex image it is often a more economical way to go. Be sure to ask your printer if the set-up they are using is appropriate for outdoor use, as a laminate or UV coating is often needed to keep the image weatherproof.
2: Coatings
There are a few different coating types, and we will not get into too much detail here as there are many variables for different print types and what a printer may offer. You will want to be sure that a UV coating or a laminate is used on offset or digital printing methods if you plan on using your stickers in an outdoor setting. Screen-printed stickers often do not need a finishing coat if the ink used and vinyl it is printed on is of outdoor quality. As a general rule of thumb it is always a good idea to let your printer know what setting your stickers will be used in and if they are able to provide a product that will accommodate that.
3: Cutting
The finishing slice can be an important one! There are a couple of methods you should know about.
-Guillotine Cut: This is a standard straight cut. Your sticker is cut into a rectangle or square (like a bumper sticker) all the way through the actual sticker and backing.
-Die Cut: This type of cutting creates a custom shape through the actual sticker and backing. Die cutting can create standard shapes like circles and ovals or create an outlined look that creates the same shape as your image. Die cutting is usually an extra charge, as the shape has to be created by a die house. If you are planning on having a large volume or repeat orders, then the cost of the die may not be a big factor for the added value you get from it.
-Kiss Cut: This method is usually done on a contour (AKA CAD) cutter. It is a machine that looks similar to a digital large format machine. This type of cutting creates the same custom shaped sticker that a die cut would accomplish but does not go through to the backing (the blade “kisses” the sticker but not the backing). Many times when you print a digital sticker you are able to have a kiss cut at no extra charge.
-Kiss and Guillotine Cut: usually when a kiss cut is created it is combined with a guillotine cut. If you have a very small image often multiple stickers will be placed on a page. The only disadvantage of this combo is that there is a scrap area around the actual sticker. It may not look as high-end on the backing, but as soon as it removed and placed on a surface it has the exact look of a die cut.
4. Extras
A good thing to keep in mind is that it is often possible to have additional information that is not on the actual sticker.
-Backing: Many printers offer a single color back print on the paper backing of the sticker. This allows you to put such things as a coupon code, website address, catch phrase, etc. on the part of the sticker that can stay with the person after they have stuck it on something. This can be a very good marketing tool, especially when your sticker might end up somewhere the person you gave it to may not see it again.
-Kiss Cut Scrap: Another great place to add a little extra info is in the scrap area of a kiss cut sticker. It is on the front so it is very visible and it usually does not cost anything extra as it is on the same side as the image. Many times a printing company will offer you a discount if they place a “stickers by eternitemedia.com” type of phrase in the scrap of that area.
Now that you have an idea of what is out there hopefully you are able to determine what is a good fit for your needs. Remember that when promoting with stickers be sure to check your local laws and regulations on sticker promotion. Some cities have banned stickers as a way to cut down on the mess it leaves behind. Stickers should never be placed on private property without permission. It does not look good on you, it’s a pain for the property owner and damaging private property can get you in trouble. Play it smart, have fun, and get stick’n!
