Candidates Who aren't Really Running

Why, you might ask, do people throw their hat in the ring, when they plan to spend no money on an actual campaign. They might buy a few signs, maybe print off their policy points on a sheet of paper from their home computer and attend a couple of debates. But that does not make a serious candidate. Without any effort to raise money, not a lot, but just a enough to get one or two mailers out to voters and have a walk piece to carry around to people in the precinct. Never mind a consultant to help you craft and effectively market your message, what's the point?

Is it just to see your name on the ballot? Just to make sure the incumbent has some competition, even if it's a token race? Or is it some kind of misplaced ego thing. Do these people really believe that even with no effort on their part, somehow, voters will decide they are the best person for the job?

In a recent race for Supervisor in a southern California county, of the eight people who filed, only four raised any money at all, with only two of those hiring a campaign consultant and sending mail into voters' homes.

The other four filed form 470, the form that you file with the County and State, that says you plan to raise and spend no more than $2000. For a Supervisor race, even in a small county, you need to spend several thousand more than that just to reach any voters at all. Most people never get to candidate debates. A few more, but still a low percentage of the total, read the local newspapers. And guess what: Signs don't get you votes. That's generally where the $2000 is spent.

I guess the reasoning is, "If I spend a lot of snazzy red, white and blue signs and plaster them all over the place, in the road medians and freeway exits, everyone will see my name and be sure to vote for me."

So not true. The rule of thumb is the voter has to be "touched" by the candidate at least 7 times, and more than one of those ought to be in a mail. Other ways to reach out to voters are walking precincts, for which you need a good catchy piece to hand out, along with several volunteers to help you deliver materials, phone calls to the voters' homes, preferably by a live person and not a robo call (although there are times and circumstances when these can be very effective, if done correctly), letters to the editor, opeds in the local papers, ads online and in print, and signs. In that order of effectiveness. Notice what's last on that list. If you're in a large County, you might consider TV and radio, plus a savvy internet campaign that is carefully targeted to reach your voters with the best message that will resonate with them.

Polling at the outset to get the lay of the land and help craft your message effectively, is always a good idea, but not necessary. In any event, even in the smallest of communities, $2000 does not get you very far. 

You might just throw a big party with that money instead for the candidate that comes closest to your values and invite all your friends. You can have a caterer come and maybe even a small chamber orchestra. Or donate it outright. That way, you can feel your money is being put to good use, and not just adding to highway clutter with more signs.

Don't Listen to your Closest Friends!

Why, you are wondering, should you not listen to your closest friends? Aren't they ones who have your best interest at heart? Yes, but they are also usually the ones who know the least about what works n campaigns. You will hear thing like "I never vote for candidates who send a bunch for mail!" or "if they call at dinner time, I just hang up."

Sometimes, it's the people with a little bit of campaign experience who have the worst advice. "Why don't you have more signs up?" You'll never win without the most signs." or "In this town, people don't like slick campaign pieces. They won't vote for anyone who uses consultants to design fancy mailers."

Those statements are all toxic to a good campaign. well-meaning maybe; heartfelt. They may believe this way, but they are not running your campaign. At least I hope they aren't. Let's take these statements apart:

"I never vote for candidates who send a bunch for mail!"  These people wouldn't have voted for that heavy mail candidate anyway. If their candidate sent "a bunch of mail," do you honestly think they'd turn around and vote for the other guy, the one with little mail who has views they don't agree with? No. Mail works. It gets your message across to voters in the most visceral, physical way. Even if they toss it upon receipt they have to handle it and to glance at it enough to see, and register, your name, maybe even your three priorities listed below. Not mention your nicely designed logo and professional, but friendly, photo. Do it two or three more times, and you cement the relationship you started with that person. If they don't vote for you, they were never going to vote for you anyway. But if they don't know you, you've introduced yourself and told them why you would make the best choice.

"If they call at dinner time, I just hang up." Sure, but not before hearing your name. Or if they let it go to voice mail, they may hear your whole 30 second spiel. They'll be getting other calls at dinnertime too. And since everyone's dinnertime is slightly different, you can't always miss the dinner hour, without running into kid's bedtime, their favorite TV show, or even their own bedtime. Call when it works for you (if reasonable,; we usually stop all phone calls by 8:30 PM) and your volunteers, so long as you keep it short and on point, they'll get the message.

"Why don't you have more signs up?" There's a famous poster used by the Obama campaign. "I'm a Yard Sign; I can't vote. Go knock doors." It's apropos to all campaigns. Sure, it's nice to see your name all over town on signs in windows and on lawns, but the people with the signs are those most committed to you. You'll likely see just as many or more for the other guy. The people without signs are the ones you need to reach. And spending time and precious money on "sign wars" isn't getting your message out to the voters. Hitting them at the door, on the phone and in the mail are the things that count.

"In this town, people don't like slick campaign pieces. They won't vote for anyone who uses consultants to design fancy mailers." This may be my favorite one. It's heard in small towns across America. It may have at one time been true. Maybe when your friend ran for school board in 1987, she could do it with homemade signs and postcards printed at the local mom and pop shop. Today, all campaigns must be more sophisticated to win votes. Your mail must be sharp and well designed. It must catch the attention of the voters. And the competition at the mailbox isn't just with the other guy; it's with all the slick advertising you get every single day from a myriad of companies. So don't look at it as slick, but professional. Make your mail stand out. No, don't send one piece every day. That will get old and turn people off. Send three or four well designed punchy mailers that stick to issues. If you need to point out the difference between you and the other guy, do it in a clever comparison piece. You don't have to get nasty to make your point.

If there are several people running, it's even more important that you step away from the crowd and get seen and heard. All of these techniques are necessary to a winning campaign. The rule of thumb is you "touch" the voter 7 times, in small campaigns and large. In the mailbox, on the phone, at the door. If they come to a debate, that's great too, but most won't. You have to meet them where they live. Everyone has a mailbox, or a post Office box they check every day. Use it to your advantage.

Sign Wars!

About this time every election cycle, the sign wars start to heat up. This year is about the worst I can recall in recent memory for proliferation of signs, like weeds, along the roadways of Marin County, down the median strips, over the highway on overpass bridges, every empty space is now filled with signs for every candidate in this most crowded campaign year.

Two notable races are the one for Marin Superior Court - 9 people for one seat - and the one for Supervisor, District 4 - 8 people for one seat.

And almost all of them have signs. Big signs, little signs; signs that proclaim their coveted Sierra Club endorsement (this year shared by two of the District 4 candidates, just to further confuse the issue.)

Letters to the editor have started too, a recent one calling out a judicial candidate for signs that appear to imply she is the incumbent (there is no incumbent). Another candidate whose signs could also have been interpreted that way, has changed them for ones that more closely comport with the canons of judicial ethics, which all judge candidates must follow.

Soon the complaints of stolen signs, defaced signs, obscured signs, will begin. Already some of the candidates are moving their signs up higher on the poles than their opponents.

Of course, seasoned campaigners and readers of this blog know that signs don't vote; they don't influence voters (at least no more than 2.5% according to one, overly optimistic - in my opinion - study.).

But I have lost the sign wars. My candidates like all the others, spends  time slapping up the signs, rather than talking to potential donors, so that she can pay for that all important mail, with a message that actually gets into every voter's' hands.

So go ahead and put up your signs. But please, do it legally. Know the rules in your jurisdiction. Try to get them on private property, in neighborhoods or shop windows, where at least passersby and customers can register that someone they know supports you and not the other myriad of candidates vying for attention.

In the meantime, the weather is warming up and it might be a nice time for a soothing cucumber martini to calm your nerves after a tough day battling the Sign Wars.
 

Ingredients:

• 2 ounces Vodka
• 1/2 ounce Lime Juice (1/2 lime)
• 2-3 slices of Fresh Cucumber
• 2 mint leaves
• 1/2 ounce Simple Syrup

Simple Syrup:
 
• 1 cup granulated white sugar
• 1/2 cup water

Instructions

Simple Syrup:
1. Bring the water to a boil.
2. Dissolve the sugar into the boiling water, stirring constantly.
3. Once the sugar is dissolved completely, remove the pan from the heat.
4. Allow to cool completely and thicken, then store in refrigerator for up to one week

Cocktail:
 
5. In a martini shaker, add 1 cucumber slice and 1 mint leaf and crush with spoon. Add fresh ice vodka, lime juice and simple syrup. Shake vigorously and pour into a martini glass. Garnish with a cucumber slice and 1 mint leaf.

Signs of the Times

Candidates cannot get enough signs. They love them and they must have them. And I understand - they are tangible artifacts of their campaign. They are big and bold and bright and stand right out there along the roadside with all the other signs.

They scream "look at me!", while their competitors shout just as loudly "No, look at me!" And the Kentucky Fried Chicken sign goes "Mmmmmm."

On Election Day how many votes will your signs bring to the polls? I think we all know the answer to that one.

Save money, bake a cake instead. Then go out and walk precincts, raise money and get that mail out in time for the absentee vote.  Reward yourself with a piece of cake for every $100 raised, 50 doors knocked, or 25 phone calls made. Yum!

On the Campaign Trail - A Day in the Life, Part II

A day in the life of a campaign consultant isn't all about the usual things, getting the mail ready, vetting your client's message and his photographs (no white shirts; don't stare right into the camera), buying cable ad time.

It's dealing with lots of small crises ("My opponent copied my message!" Well, it must be the right message then. "Someone is stealing my signs!" Then they must consider you a threat. Besides yard signs don't vote. And so on).

It's also getting calls and emails from friends who are running and just want a word of advice. Like the water board candidate in another County who wants me to take a quick peek at her email message asking for volunteers and endorsers. I do, and then advise her she must be much more direct, and calling is better than email; at least follow up with a phone call when you don't hear back.

Like the committee head who is running a tax measure in a nearby town, and wants my opinion of their handout (not so good). I suggest robo calls. Yeah, everyone hates them, but if you don't have money, they work, with the right message (really short) and the right messenger (a local celebrity or the fire chief for a public safety measure or a parent for a school bond). Oh, can I help with the script?

Sure. I'm only partially in it for the money. Hey, consultants have to eat too you know. But happy to help out a fledgling campaign Who knows, if they win, they might just hire me for their next run. And it wouldn't be campaign season if I wasn't just a little frazzled.

Campaign Tip of the Day/Guest Post - Yard signs revisited

This post is from Ben Donahower with a slightly different spin on the yard sign issue. Ben has a yard sign service and this post is from Down Ticket Dems:

3 Political Lawn Sign Philosophies that Work by Ben Donahower

If there is one part of political campaigns that you hear differing opinions on, it’s campaign lawn signs. You can’t get around the debate where one person proclaims “yard signs’ don’t vote” and another is demanding yard signs in triplicate for every home.

How should your campaign handle signs? Well, it’s important to put campaign signs in context with the rest of the campaign. Determine where your campaign is going to excel and where you are going to take shortcuts. Your campaign might be focused on direct mail and radio while another campaign is heavy on canvassing and phone banks. Likewise, figure out where yard signs will fit into this mix. There are a number of methods that work.

Political Lawn Signs for Polling Places and Requests

The minimalist order means ordering enough signs for polling places and for people who request them directly. Determining how many signs to order is more art than science except for the number of polling places. I’d consider ordering somewhere between ten and twenty five signs per precinct depending upon the candidate.

Campaigns that have a strong field and direct mail campaign can successfully use this sign strategy.

Polling Places, Requests, and Strategic Locations

This builds upon the last strategy adding strategic locations. Strategic locations are more often than not on private property. They include people who just have a great location at a busy intersection and also community and political leaders whose public display of support will carry weight with other voters in the area.

Political Signs for Supporters

This is a big jump from the previous strategy, but this can be incredibly effective. This is best for local campaigns. Here is a case study. I’m using fake names. Bob Smith was part of the minority party running for a local office. He was known in the community but still opted for a strong use of yard signs. Essentially, if they were a supporter he pushed hard for them to put a sign in their yard.

Other than yard signs his only expense in the campaign was photocopying a homemade literature piece that he took door to door accruing more supporters and putting signs on their lawn. He reached a tipping point where there were so many signs in the community that people knew who he was when he reached the door.

Despite being outnumbered by more than 4:1 by the majority party he won his election to local office.

Plan a Yard Sign Strategy

The moral of the story is to plan a strategy. Don’t haphazardly order a handful only to decide later on that you should have ordered thousands or vice versa. When you are planning out your TV, radio, direct mail, and direct voter contact incorporate yard signs into the planning process and choose a strategy that’s going to work best for your campaign.

Ben Donahower is the founder of Campaign Trail Yard Signs, which cuts through the campaign yard sign confusion. What do lawn signs do well? When are they more trouble than they are worth? Just honest answers, so that you order useful political yard signs in the quantity your campaign needs. Ben is an authority on marketing for political organizations and has worked on campaigns from borough council to President

Follow Ben on Twitter  @iapprovethismsg

Campaign tip of the day: The Great Sign Debate

You probably all have seen the famous message sent out by the Obama campaign when volunteers were clamoring for lawn signs:

There are any number of articles on the web explaining why you're wasting your money on signs. See  Political Signs Don't Work  and Why Political Yard Signs Are Useless for example.

What yard signs are good for is reinforcement. Once you've budgeted for your mail, your precinct walking handouts, your phone banking, your TV if it makes sense in your District, then go ahead and set something aside for yard signs. If people don't get your message, no amount of yard signage will persuade them to vote for you.

If you do use signs, use them carefully. Make sure your name is prominent in bold colors (preferably the colors of your campaign materials); don't clutter up the sign with lots of information or pictures.  And make sure people get your message in several different ways, mail, TV, phone calls, at the door. Don't expect your signs to be your message. They will just act as a reminder to the voter of who they want to vote for. 

Try to find supporters on well traveled roads to take the signs, don't just put them up willy nilly on freeway exits, or they may well be removed and you may well be fined. Know the rules in your community.  Some places are more relaxed about casual sign placement than others.

Right around election day, have volunteers take a few signs out to prominent street corners and wave them at passing cars as one last reminder. 

And remember, never, never, take down an opponent's signs.

If used wisely, your signs can be a good name reinforcer for your voters. If used instead of a well run campaign with a carefully crafted, and delivered, message, they aren't worth the paper (or plastic) they are printed on.

Political Yard Signs Don’t Vote

Political Yard Signs Don’t Vote

Political Yard Signs Don’t Vote

Make Good Use of Your Signs - Burma Shave!

You know the adage - Sign don't vote. It's true, so true, but one year, when I was the candidate and my good friend and co-conspirator in all things campaign (and so much more), Ginny decided Burma Shave signs would be fun and informative at the same time.  They would be sure to attract attention.

Burma Shave for those of you not in the know was a brand of brushless shaving cream started in the 20's, which came up with a clever ploy for advertising their product, roadside signs in rhyme, ending with Buy Burma Shave! The ads ran until the 60's.

Ginny said, "I know what let's do let's get some of my rancher friends to let us use their fences to put signs on." So we did. Ginny was active in saving West Marin County (California) ranchland, so knew all the old timers, who were happy to oblige such an engaging proposition.

The signs said "Someone to Listen" "Someone to Hear" "A new Supervisor" "Is needed this year" "Vote for Dotty!"

 This was not only great fun, but it got attention. Did it get votes? Not sure, as I did not win the election (although I did reasonably well).  But I got the bug from those signs and that campaign, and voila, my campaign consulting firm was launched.

So far, I have not made use of the Burma Shave idea in any of the campaigns I've run. But who knows, I might do it again. You can too.

Signs with a message. And some humor.  That's better. Than any rumor. Vote!