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I am no expert by any means but we did recently talk about a similar issue in my marketing class.
With the url you will obviously get the site name out there more.
However, with just the s-b it creates a sort of a mystery and a limited club like environment. People would have to ask the person with the sticker what exactly it mean leading to positive word of mouth promotion. And we all know word of mouth is a more effective selling point. So I think the url would be good for the site to get the name out but the straight s-b would be great as well.
Possibly the straight s-b would give us less new members but more possibly more productively contributing members. just my .02
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