How to plan a political campaign

Do Campaign Signs work?

by Alex Patton | Jan 11, 2012 | Political Media

As many candidates on our roster can attest, I have a serious aversion to campaign signs.   In fact, I dislike them.

I feel like they simply do no work, if you define work as “increasing vote totals” or “persuading undecided voters”.   If they did work, Ron Paul would be ruler of the free earth by now.

On the whole, we would prefer to put the resources: money, time,&  campaign energy into communications that persuade voters NOT into passive communication with the intent of only raising name ID.

Why Yard Signs don’t work

I dislike them for many reasons,

1. I don’t think they work, as defined as increasing vote totals.
2. They are a distraction for many candidates especially first time candidates.  Instead of doing the critical things a candidate should do, they do the easy and busy thing of working on signs.   They are working hard, just on the wrong things.
3. Signs are not a persuasive type of communication, they exist to raise name id.
4. Signs may end up wasted outside of the district because the campaign doesn’t want to offend.
5. Sign programs are generally started early and due to weather, vandalism, theft, etc will need to be replaced.
6. I reject the notion that signs make volunteers feel like part of the campaign.  They can, but the campaign needs to not do the easiest thing instead asking them to do something effective – write a facebook status update on WHY they support you, send a post card to their friends, etc.
7. One final note, I can not tell you how many campaigns that I have been a part of that on the day after the election, we are cleaning out a candidates garage of hundreds of campaign signs that never were distributed.

Research on Campaign Signs

Don’t believe me?  Here is some research on campaign signs.

Alternative to Campaign Signs

I can hear it now, “So, if you don’t like signs, what is the answer? ”

Here is what I would like to see my candidates do instead:

I would prefer my candidates focus like a laser on their critical tasks in a campaign.   With the proper resources, Ozean Consulting can dwarf any increase in name ID by signs with persuasive communications.

If our clients insist on yards signs, fine.  The campaign is responsible for recruiting a sign person.  The rule is the candidate focuses on their tasks and never touches a sign.  The sign persons responsibilities are sign assembly, sign distribution, sign location acquisition, and sign maintenance.   Candidate gets a sign request, they give it to the sign person.  Done.

Is their any role for campaign signs?

If  the campaign insists on a sign program, I would prefer they be of the larger signs located on major rural thorough fares.

If the campaign insists on doing a sign program, take a note from the Obama campaign and charge a small amount and report that amount as a contribution.

If the campaign insists on doing a sign program, recruit a sign person.

Campaign Sign Summary

from Slate:

Signs do not necessarily translate into votes. But just because some people are the expressive kind doesn’t mean they’re always in a mood to express themselves.

So if signs to not translate into votes, why do campaigns insist on doing them?  Please put the money, the time, the campaign people skills into things that matter, things that translate into votes.

Ad buying in local magazines – what the WSJ can teach ad buyers

by Alex Patton | Oct 13, 2011 | Political Media

Today we were exposed to the underbelly of media and ad buying compliments of the Wall Street Journal.  I will say that these at the moment are allegations; however, as a media buyer, situations similar to this have bugged me for years-especially on the local level.

The WSJ allegedly using a controversial scheme to boost its European circulation

Essentially, ad prices are based on circulation numbers.  Larger publications are regularly audited by an outside organizations to ensure that the numbers are correct and accurate.

Most circulation audits similar to which we speak of are done by organizations such as the Audit Bureau of Circulation.  Television has Nielson, Radio has Arbitron.

In this case, the Wall Street Journal is accused of using a scheme in which they themselves essentially buy up copies of their own paper to keep circulation up and thus ad prices up.

So, if the BIG guys that are audited are gaming the system, let’s consider those that are NOT audited and what they can do to game the system.

Local Media and Ad Buying Implications

If you look at the audited number for the Gainesville Sun: (Circulation averages for the six months ended: 3/31/2011)

So here we have a 3rd party the circulations that we can do our calculations as to CPM, etc.

Now imagine, if a local periodical was allowed to just make up their own circulation numbers.

Yes, if they are not audited – that is exactly what is happening.  We must rely on the media to tell us as ad buys their circulation.

Games Played by Local Periodicals & Magazines

As media buyers, we see three games being perpetrated by unaudited periodicals and magazines.

1)  They just make it up.

We have seen several examples, in which we estimate the periodical or magazine’s revenue using FULL rate card for each ad placed in said magazine.

We then price the same periodical for printing, using same materials and the number they claim to print.

It is NOT even close.

2)  They just make it up – mutliplier.

Some are not as blatant as mentioned above – they just ‘fudge’ a little.

What they are doing is telling you a printed number increased by a fabricated “readership multiplier”.

The theory goes something like this “A magazine sent to my house is 1 printed copy, but it is read by me and my wife.  It should count as 2.”

This is sometimes also referred to as as “pass-along.”

Here is some reading critical of that approach.

Dispelling the Myth of PR multipliers.

3)  They print more than are actually put into circulation.

We have on occasions, found bundles of magazines in the recycle bin versus being distributed.  Yes, they are printing them – but only if dumpster divers are your target market does it make sense to buy these ads.

What should you do?

Just realize that if the publication is unaudited, all bets are off.

In truth, the ad prices are NOT based on circulation, but on what the market is willing to pay for it.

• Ask if the publication is audited on their circulation.
• If not, ask two questions – how many do you print?  What is your estimated readership?
• Ask detailed questions about distribution?  Direct Mail?  Or do they just drop off 500 copies at doctors’ Offices who then trash 498 of them?
• If you think you are being taken advantage of, do the market test.   Get the rate card, estimate the ad revenue, call a printer and estimate the cost to print.  If the numbers are anywhere near even, you have something to discuss with your ad rep.  (Secret – most ads are not sold at rate card – some are given away for charity, others are sold at reduced rates because of negotiations.)
• Negotiate, negotiate, negotiate  Again, the price is NOT really based on circulation, but on what the market is willing to pay.