Political High

I’ve talked about yard signs in a previous post.  I’m luke warm about them.  Everyone seems to think you have to have them or your campaign is screwed.

What I’ve learned at campaign management camp suggests otherwise.

In fact, in 2006, here in South Dakota, the anti-abortion measure folks probably had far more yard signs than votes.  With another anti-abortion measure on the ballot in South Dakota again (yes, that’s pretty much all we vote on here), they again lead the yard sign fight.  But they lost in 2006 and they’ll probably lose again in 2008.

I’ve seen them with supporters having maybe ten yard signs-the same yard sign–in one yard.

Apparently they subscribe to the “if a little bit will do a little good a lot will do a lot of good” theory of political tactics.

I don’t agree.  Not because I’m on the other side of their issue, but because I don’t think it is effective.

In a ballot measure like abortion, it is well known.  Unlike a couty commissioner candidate no one may know, everyone knows there are two ways to vote on the iss–yes or no.

I think a better use of yard sign repitition madness money is through door to door canvassing, paid media, or direct mail.

I can’t imagine the same ten pictures of the same baby in my neighbor’s yard is going to be the difference between winning and losing.  Seems like that’s an approach where you bury–not enhance–your message.

I’m a firm believer in “less is more” advertising.

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?