*The following is an excerpt from the book Brands Win Championships*
Car decals have become a popular way of displaying allegiance to a particular university and because of that are important tools in your branding arsenal. What makes these even more valuable is the cost; decals are cheap. Find ways to get them into the hands and on the cars of your fans. During the season, take one game a year and hand out logo decals to the first ten thousand fans that enter the stadium. Choose a less attractive game to provide added incentive and help fill the stadium while also ensuring your most loyal fans and the fans most likely to cover their car with university insignia receive the decal. In less than twenty-four hours, you will have increased your “share of voice” as compared to your cross-town rival. One thing that kills me is when I see universities wasting opportunities to build the perception of their programs through potential brand-building giveaways. Instead, they hand out “thunder sticks” and pom-poms that go straight into the trash after the game or, if they do make it home, never see the light of day.