Are Election Signs Still Worth It? The Pros and Cons of this Tried-and-True Marketing Tool

• Election signs increase visibility and name recognition, are cost-effective, and foster community engagement.
• Election signs also have limited reach, environmental impact, and are susceptible to vandalism and theft.
• It’s important to weigh both the pros and the cons of purchasing and placing political signs.

• ― The Pros of Custom Political Signs
• ― The Cons of Political Custom Campaign Signs
• ― Pros Versus Cons: Questions to Ask Yourself Before Ordering Political Yard Signs
• ― The Right Choice for All Campaigns: Easy Signs Online

• Impact #1: Political Signs Increase Visibility

  Frequent exposure to election signs significantly helps voters remember candidates’ names, what they stand for, and how to reach out to them for more information or answers to questions.

  When voters see a candidate’s name repeatedly, it becomes more familiar and hard to forget.

  This constant visibility can be crucial for a candidate’s success, especially in local elections where someone running for office might not have the same level of media coverage as national figures.

• Impact #2: Political Signs Can Be a Cost-Effective Form of Advertising

  Despite the movement toward electronic and online campaign coverage, a political sign can still be one of the most cost-effective forms of advertising available to political campaigns.

  Compared to TV ads, radio spots, or even large-ticket digital marketing campaigns, yard signs offer a high return on investment. They are relatively inexpensive to produce and can be placed in strategic locations to maximize visibility.

  Here are some easy tips to help you make the most out of your political signage effectively and affordably:

  1. Simplicity is key: Use a clean and simple design to save on printing costs. Avoid complex graphics and stick to essential information like the candidate’s name and office.
  2. Materials save money, too: Choose durable yet affordable materials like corrugated plastic for your signs. They are weather-resistant and cost-effective.
  3. Bulk ordering is the best: Order signs in bulk to take advantage of discounts and lower per-unit costs.

  

• Impact #3: Political Signs Encourage Community Engagement

  Election signs can do a great job of fostering a sense of community and local support.

  When supporters display signs in their yards or businesses, it shows a visible endorsement of a specific candidate, issue, or political party.

  An election campaign sign can encourage others in the community to learn more about those same topics and potentially offer their support as well.

  Here are a few ways to use yard signs to pique the interest of others and encourage their involvement:

  • Eye-Catching Design: Use bold colors, large fonts, and clear images to make your signs stand out and grab attention.
  • Clear Messaging: Keep the message short and to the point. Use slogans or key phrases that are easy to remember.
  • Strategic Placement: Place signs in high-traffic areas where they will be seen by the most people, such as busy intersections, community centers, and popular local businesses.
  • Call to Action: Include a clear call to action, such as a website URL, QR code, or phone number, encouraging people to get involved or learn more.

  

  • Personalization: Customize signs for different neighborhoods or communities to make them feel more relevant and personal.
  • Endorsements: Feature endorsements from local leaders or well-known community members to build credibility and trust.
  • Seasonal Themes: Incorporate seasonal themes or local events to make the signs more timely and engaging.
  • Interactive Elements: Add interactive elements like QR codes that link to videos, surveys, or social media pages to engage people further.
  • Consistency: Ensure that the design and messaging are consistent with other campaign materials to reinforce your brand and message.
  • Maintenance: Regularly check and maintain the signs to ensure they remain in good condition and continue to make a positive impression.

• Concern #1: Political Signs May Have Limited Reach

  One of the biggest downsides of a political sign is the fact it can only be seen by those who pass by.

  Clearly, this can be a significant drawback in areas with low foot or vehicle traffic, such as highly residential or rural areas.

  Not only that, but if you have areas of your community where voter turnout is sparse, it may be challenging to place campaign signs in these areas.

  Regardless of location, digital advertising is able to target specific demographics and reach a broader audience. Election signs, on the other hand, are confined to the immediate vicinity where they are placed.

  

• Other Advantages of Digital Advertising

  Digital advertising also allows campaigns to target specific groups based on age, interests, location, and other demographics. This precision targeting can be more effective in reaching certain groups of voters that campaign signs can’t target as effectively.

• Concern #2: Political Signs May Result in a Negative Environmental Impact

  The production and disposal of election signs can have a negative impact on the environment.

  While many reputable signage companies now make campaign signs that are more environmentally friendly, some still use materials that are hard to recycle.

  To mitigate these concerns, make sure you use an online or in-person signage company that prioritizes the environment. Reach out and/or check their website for details regarding what types of materials are used and whether or not these are eco-friendly.

• Concern #3: Political Signs May Be at Risk of Vandalism and Theft

  Because they are high-profile and sometimes controversial, election signs are susceptible to vandalism and theft, which can lead to additional costs, embarrassment, and frustration for your campaign.

  Damaged or stolen signs not only waste resources but also reduce the visibility and effectiveness of the campaign’s message.

  Though you can’t prevent all forms of bad behavior from an opponent’s campaign or constituents, here are some things you can do to mitigate it:

  • Check the Local Laws: Tampering with yard signs is often against the law, and consequences could be brought against the person or group responsible.
  • Secure Your Locations: Place signs in secure locations where they are less likely to be tampered with.
  • Enlist Community Watch Programs: Engage the community in a watch program to help protect signs.
  • Invest in Durable Materials: Use more durable materials to make signs less prone to damage.

  

What is Your Campaign Budget?

Pros: Yard signs are generally cost-effective compared to other forms of advertising. They offer a high return on investment, especially when ordered in bulk and strategically placed.

Cons: Despite their affordability, the costs can add up, especially if signs are frequently vandalized or stolen. Consider whether your budget can accommodate potential replacements and additional security measures.

Question to Ask: Can your campaign afford the initial investment and potential additional costs associated with yard signs?

What is Your Target Audience?

Pros: Yard signs are highly visible to local voters and can significantly boost name recognition within a community.

Cons: They are limited to physical locations and may not reach a broader audience. Digital advertising might be more effective for targeting specific demographics.

Question to Ask: Is your target audience primarily local, and will they benefit from frequent exposure to your signs?

How Important is the Environmental Impact to Your Campaign?

Pros: Yard signs can be made from eco-friendly materials, and recycling programs can mitigate some environmental concerns.

Cons: Traditional yard signs can contribute to environmental waste if not properly managed.

Question to Ask: Are you prepared to invest in sustainable materials and recycling options to minimize your campaign’s environmental footprint?

How Will You Handle Vandalism and Theft?

Pros: Engaging the community in protecting signs and placing them in secure locations can reduce the risk of damage.

Cons: Vandalism and theft are common issues that can lead to additional costs and reduced campaign visibility.

Question to Ask: Do you have a plan in place to address potential vandalism and theft, and can you afford the associated costs?

What is Your Overall Campaign Strategy?

Pros: Yard signs can complement other campaign strategies, such as door-to-door canvassing and community events, by reinforcing your presence and message.

Cons: Relying solely on yard signs may not be sufficient to reach all potential voters. A multi-faceted approach is often more effective.

Question to Ask: How do yard signs fit into your broader campaign strategy, and what other methods will you use to reach voters?