Winning Promos for Political Campaigns (Winning Choices: Sizzling campaign promos prove vital in hot races)

When recipients give your promotion away to someone else, this also “carries a pseudo endorsement,” Pitner says. He recommends targeting voters by thinking in terms of where segments meet, shop or visit. “Statistics show certain groups of people are high-impact voting pools,” he says, mentioning seniors, educators, agricultural groups and chamber members in particular. “Trying to get to these groups with promotions dispensed at their ‘hangs’ is simply a very cost-effective way for the candidate to get his or her name before the actual voting and influencing public in a very targeted manner.”

» Notes from the Campaign Trail

Allen Pitner, president of Economy Pen and Pencil, shares these election-promo tips he picked up through years of campaigning:

• The message on the item must be clear and concise. Basically, all an imprint needs is the candidate’s name and the office sought.

• It is not advisable to include the year; it would render this year’s items unusable for the next election.

• For visibility, a dark imprint on a light background works best. Again, think in terms of readability from a distance. You want to be sure the promotion used has maximum exposure.

• Think beyond the candidate. Look at issues, referendums, platforms, parties, PACs, commercial groups, service businesses — they all have interest in election-year politicking, and promotional products are the most targeted and cost-effective ways to raise awareness.

• Keep the font simple and readable by utilizing an Arial or Times New Roman font. Although counter-intuitive to what most may think, graphics experts advise that serifed typefaces actually have better readability among older recipients ... and we all know that the silver vote is extremely important.

• If the candidate has a logo, use it sparingly — it helps to maintain continuity and recognition appeal, but, given the nature of most imprint areas, anything too flashy or gaudy will overwhelm the candidate’s name. The point is to get as many potential votes to recognize the candidate – not his or her graphic designer!

• Colors should be standard; avoid neons and pastels — sure, courting the younger set may mean some targeting with your promotions, but overall, campaigning is about mass appeal.