It is the political season and a time when candidates and campaigns want to start getting their message out and building name recognition. At Websticker we are often asked what the best promo political campaign products and materials are for a successful campaign.
Budgets can be tight and there are a plethora of products to choose from like lapel political stickers, bumper stickers, banners, door knob hangers, buttons, yard signs, postcards, magnets, palm cards, rally signs, etc. And, that’s before campaigns might start to get creative with sponges, webcam covers, coasters or any number of thousands of imprinted products. So, what’s best?
At Websticker we sell many of these products and our tag line is “when you want your name to stick.” We have been working for over 25 years to help organizations and candidates build exposure and/or add to their bottom line, whether that be to increase revenue or have a winning political campaign. In my opinion, for a name to spread and stick it is necessary to focus on campaign items, like political stickers, that are unlikely to be thrown away, are visible to as many people as possible, and encourage conversations (word of mouth).
Though meeting people one-on-one is important, of more value I believe, are supporters broadcasting their opinion to neighbors, friends and the local community. Endorsements will always have more value than advertising. So the most essential political campaign products are the ones that are long term badges for supporters. The big two are outdoor quality political stickers (bumper stickers) and yard signs.
Bumper stickers are not just for cars anymore – vinyl stickers are now prevalent on laptops and water bottles as well as cars. This is important to remember when designing an effective sticker as large traditional bumper stickers are not only not applied to cars as often as smaller stickers but they are less versatile for other applications.
Yard signs are most effective when they are an endorsement in a neighbors yard. On an exit ramp or public space they can become advertising clutter. The idea is to generate what psychologists call ‘social proof’.
“to help our uncertainty we often look to what other people are doing and follow that. We assume that if other people are doing something, it must be a good idea.”
“We need to make the private public. If something is built to show, it’s built to grow.”
Jonah Berger, Contagious – Why things catch on
This is not to say other political campaign products are not of value and have their place, but perhaps value and exposure can be increased with a bit of creativity and making the private more public.
• Perhaps that palm card could also be a sticker? Use the back side for your pitch or information.
• Perhaps instead of car door magnets 10 stickers (or 100 stickers) will make more of an impression and save money? Don’t worry political stickers are available with removable adhesive so they can easily be removed at any time.
• Perhaps a postcard mailing can become much more powerful as a sticker postcard mailing? You not only inform recipients but arm them with a literal sign of support.
• Perhaps that door knob hanger can include a sticker or a button? Again, don’t just give them the info and introduction, give them a badge of support they can broadcast.
A winning campaign is all about exposure and votes. And, the best way to maximize both of those goals is by creating an army (be it large or small) of friends, neighbors and supporters that are out spreading the word (and your name) for you, on and off line. Your campaign funds are best utilized focusing on that goal.
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