Forget New York and Los Angeles – if you zoom in on the marketing development of our own St. Louis, you’ll find a city that has been at the forefront of some of the most fascinating shifts in recent marketing history!
From one heck of a World’s Fair to the rise of beer empires, St. Louis has been a marketing powerhouse in its own right. Let’s take a peek at the advertising history of the Gateway to the West… and maybe do a little bit of boasting to boost our STL pride.
Signs, Newspapers, and a Really, Really Big Fair
Before we had digital billboards and social media ads that track our every click, businesses in St. Louis were advertising the old-fashioned ways: hand-painted signs, newspapers, and word-of-mouth. The city’s steadily growing population and booming river trade made it a hotbed for commerce, and companies were quick to start making their mark.
Then, 1904 – the year St. Louis hosted the Louisiana Purchase Exposition or, maybe as you know it better, the 1904 World’s Fair. This was a showcase of global innovation like no other… and also an absolute marketing extravaganza!
Things like Dr. Pepper, Puffed Wheat, and the ice cream cone (yes, really) became household staples in a snap thanks to their strategic presence at the fair. TikTok? Nope, just some excited turn-of-the-century fairgoers spreading the word about their new favorite things.
Before we had digital billboards and social media ads that track our every click, businesses in St. Louis were advertising the old-fashioned ways.
The Rise of Radio! And Beer.
With the rise of radio circa the 1930s, St. Louis businesses had a brand new way to reach their customers: through the airwaves. Radio stations like KMOX became the go-to platforms for brands looking to get their names out to the masses.
One industry that learned to master early radio advertising? Beer!
By the 1930s, Anheuser-Busch had already established itself as a brewing giant, but it was their marketing prowess that cemented Budweiser as a national icon. From sponsoring popular radio programs to later revolutionizing TV ads (more on that in a little bit), the company was well on its way to setting the gold standard for brand marketing.
Meanwhile, local department stores like Famous-Barr (a St. Louis institution) were using radio ads to increase foot traffic, showcasing their latest fashions and promotions.
Radio stations like KMOX became the go-to platforms for brands looking to get their names out to the masses.
The Jingle Boom and the TV Takeover
If the ‘60s through the ‘80s had a soundtrack, it would be a mish-mash of TV and radio jingles. Catchy spots became the backbone of advertising and set the scene for consumer brains to associate repetitive, upbeat tunes with deals, sales, and sweet brand loyalty.
Anheuser-Busch once again stole the St. Louis and national spotlight with “Here’s to Beer” and the iconic Clydesdales making their TV debut. At the same time, other St. Louis companies like Ralston Purina (hello, pet food empire!) mastered TV ads that made you both slightly hungry and slightly emotional about something as simple as your dog’s dinner.
Billboards also came into their golden age in this era. Route 66, which passed right through St. Louis, became prime real estate for advertisers wanting to catch the eyes of road-trippers. Neon signs, quirky slogans, and big bold branding started to dominate the cityscape!
If the ‘60s through the ‘80s had a soundtrack, it would be a mish-mash of TV and radio jingles.
STL’s Digital Marketing Glow-Up
Then came the internet, and everything changed. St. Louis companies that had once relied on print and TV exclusively had to quickly adapt to the onset of digital marketing. Websites became essential, email marketing took off like a rocket, and social media turned into the new billboard.
One of the biggest marketing moments of the 2010s? Believe it or not, the Ice Bucket Challenge. Remember all of those videos of folks dumping ice water on themselves and their loved ones? While this global phenomenon raised millions of dollars for ALS research, St. Louis and other major cities played a key role in its virality, thanks to local influencers and businesses jumping on board so quickly.
Suddenly, marketing wasn’t just about big budgets… it was about engagement and shareability.
The sports world played a massive role in local branding, too, with the St. Louis Cardinals and Blues mastering fan engagement through social media, digital campaigns, and, let’s be honest, a whole lot of heartwarming dog content.
Then came the internet, and everything changed.
The Now & Next: STL’s Future in Marketing
Well, that was all very exciting. But where does marketing in St. Louis go from here? If the past is any indication, this city is just getting started. The rise of AI, the expansion of influencer marketing, and hyper-targeted (sometimes frightening) digital ads means that busineses have more ways than ever to connect with their audiences.
Local brands, many of which have crossed paths with our professionals at Dovetail, are leaning into storytelling, community building, and values-driven marketing more than ever before. The key to success in the modern age? Authenticity – something St. Louisans have never had an issue with.
And let’s not forget that St. Louis is home to some of the best marketing agencies in the country. Whether it’s crafting the next viral campaign or helping businesses build their brand from the ground up, St. Louis agencies like Dovetail continue to be a force in the larger marketing world.
So, are you feeling inspired by St. Louis’ marketing history but not sure how to make your own brand stand out in the modern age? Well, hello there.
At Dovetail, we’re helping companies navigate the ever-developing marketing landscape with strategy, creativity, and just the right amount of Midwest charm. Whether you need a rebrand, a content strategy, or just a really catchy jingle (hey, it worked in the ‘60s, right?), we’ve got your back.