Political promotions may be catching a little more flak these days, what with the promised government cutbacks and everything, but that doesn't make them any less crucial to the election process. All it really means is that you have to invoke the dreaded business cliché of "do more with less" and make sure your political clients are getting the absolute most for their dollar. After all, politicians the country over are still going to be buying balloons, buttons, signs and bumper stickers—the only difference now is that you've got to make your items last a little longer and promote a little better.
Read on for some quick pointers on making the absolute most of some popular election items.
Quality Control: To get the most mileage from your yard signs, look for weatherproof materials such as corrugated plastic that will easily survive a long period of outdoor exposure. Use simple, clear copy without time-sensitive words such as "elect" or "re-elect." Such terms could make the signs useless for a second election cycle, therefore forcing your client to spend on a whole new batch of signs. "Go with the name, what you're running for, and that's basically all you need," said Rick Nielsen, CAS, director of sales and marketing for Pilgrim Plastics, Brockton, Mass.
Artwork Advice: Carl Gerlach, director of marketing, Gill Studios Inc., Lenexa, Kan., cautioned against too-thin signs. If you go with a double-sided imprint, bright sunlight can cause a bleed-through effect, and the resulting overlap can confuse your design with its inverse on the other side. He cited 3⁄16" as a good thickness to prevent such overlap issues.
Quality Control: Make sure your balloons are thick and made from a durable enough material. "Balloon quality directly affects the flying/float time with helium," said Mark Jenkins, MAS, sales director for Pioneer Balloon Company, Wichita, Kan. He added that a high-quality balloon is typically richer in color and photographs better than those of lesser quality, along with the obvious benefit of being less-likely to pop.