Political High

Ok, I’ve dissed billboards and yard signs as campaign tools.  So, what do I like?

Post cards.

As I’ve learned at various campaign schools, even if the recipient hates getting junk mail, they will typically look at the front and back of a post card before throwing it away.  Some even take the time to carefully read it.

So, whether the recipient spends 5-10 seconds or a minute with the card, you’ve gotten at least a small part of their undivided attention.

Further, post cards (and other mailings) can be targeted.  Frequent voters?  New voters?  Democrats? Republicans? Independents?

Here is an example of a candidate I’m helping this fall, Clara Hart, who’s running for the state senate in South Dakota.

I didn’t design the card but I think it is colorful, eye-catching, yet has some good content.  I want to get this card in the hands of every voter I can in District 10.

What do you think?

Another common political campaign media method is the use of billboards.

Like my earlier post on yard signs,  I am not wild about their effectiveness.  In fact, I think of them as just really large yard signs.

But for state and local campaigns that have a little extra cash, at least here in my home state of South Dakota in the Sioux Falls area, they are de rigor.

Some candidates want to put their entire resume on them.  I certainly think this is not effective.  Others stick with a simpler approach–candidate photo, logo, name, and maybe a short slogan.

Commuters typically only have a few seconds to catch the image and the name.  A wordy billboard can’t be read in a glimpse.

So, if I were your campaign manager or consultant, I’d probably counsel you to forgo the billboards unless you can get a good deal on a high traffic area.  And if you do it, KISS–keep is simple sweetie!