Campaign Signs + Microsites = Low-Cost Power Combination

I had some very good and very interesting calls with Winners Circle members on this Tuesday’s “Call-In Day.”
Sometimes the answer to a question isn’t a simple yes or no or black or white.  Sometimes the Winners Circle member and I just brainstorm a challenge and see what we come up with together.  Such was the case with a situation campaign consultant Shannan Sorrell raised on our call…and since I think what we came up with might help others, I’ll share it here.
Hypothetical situation: You have a statewide candidate – John Doe, of course – running in a county where he’s not well know.  Let’s call it Liberty County (I love liberty!).  You have a little bit of money to spend to boost your campaign’s name ID, but not enough to do TV or multiple mailers.  What can you do?
Try this…
Now, I know a lot of political consultants don’t like doing yard signs, street signs and billboards – mostly because they don’t get a commission from such media – but when properly deployed, they can be extremely effective.
First, unlike mail…where the voter’s contact with you is one and done…those signs are seen every day, day in and day out.  Voters can’t help but subliminally, at least, having your name burned into their heads, thus boosting name ID.  And name ID is, in fact, VERY important in a campaign.
Secondly, if you develop a short campaign message/slogan…in marketing it’s called your “Unique Selling Proposition” (USP)…that actually says something relevant and unique about your campaign/candidate (no, “Your Voice in the Capital” doesn’t cut it) and, ideally, provides a contrast between you and the other guy, signs can be very effective in developing a positive image for your campaign.
For example, suppose you were running in a Republican primary and you took the milquetoast “Your Voice in the Capital” slogan and added one word:  “Your Conservative Voice in the Capital.”
Now THAT actually tells you something real about the candidate and clearly suggests “the other guy,” whoever it is, is NOT the conservative…assuming being perceived as the conservative candidate in the race is something that gives you an advantage in the election.  It simultaneously raises curiosity about the race and doubt about your opponent.
In sales, this would be considered a form of “lead generation.”  It “teases” the prospect just enough to cause them to want more information.  And that’s where the third part of your sign comes in.
Obviously, you can’t tell people seeing your sign everything that’s great about you and everything that’s rotten about your opponent.  Just not enough room.  So all you do is add a website domain address to the sign.
In many cases, it’ll be your campaign website address: www.JohnDoe.com.  But there are other options and opportunities to use a micro-site to deliver a specific message to a specific audience.
In John Doe’s case, maybe you buy a domain name like www.TheConservativeChoice.com.  A dot-com address is, usually, the best because it’s the one most people have been trained to default to ever since Al Gore invented the Internet shortly after Michael the Archangel invented standing in line (see the John Travolta movie “Michael”).
However, in this case, www.TheConservativeChoice.com was already taken when I checked before publishing today’s Campaign Hot Tips.  But that’s OK, because www.TheConservativeChoice.INFO was still available.  And after all, that’s EXACTLY what your micro-site is designed to do…provide additional information.
Indeed, I’m currently publishing a micro-site blog on a Democrat candidate for Congress in my own back yard using a dot-info address.  Check it out at http://www.ErinBilbray.info.
It’s important to note that micro-sites are not the same as a full campaign site.  It is a specific site designed to deliver a specific message to a specific audience.  This is not where you recruit volunteers, ask for money, register people to vote, etc.  The sole purpose is to drive home the message that in this particular race, John Doe is the conservative choice.  Period.
THEN at the end you link to your full campaign website where people can get additional information.
Let me go back to Shannan’s situation for a minute.  The objective in her case was to boost her candidate’s name ID in a county where he wasn’t very well known and attempt to build a connection with the people of that county.  So maybe you buy www. JohnDoeLovesLibertyCounty.com.
I’m pretty sure THAT dot-com domain name is available.  And bear in mind, it’s far less important how long a domain name is as it is how easy it is to remember…especially if the domain name itself reinforces a key campaign message.
Anyway, on your “Doe Hearts Liberty” micro-site you provide information describing not just why John Doe would be a good statewide elected official, but how the people of Liberty County, specifically, would benefit from John Doe being elected.  Targeted message to a targeted audience.
Are you starting to get the picture of how the combination of low-cost signs and micro-sites with a can be so powerfully effective?
And of course, this two-punch combo can be used to deliver a negative message about your opponent, as well.  Here’s a perfect example of an extremely effective negative campaign sign used by my friends over at Americans for Tax Reform…

And here’s the link to see exactly how ATR created a microsite to provide all the additional details a voter who is interested in learning more would need…
https://www.joemaylovestaxes.com/
In the old days before the Internet, there wasn’t much you could do with signs other than boost name ID and deliver a very short message.  But the ability to “tease” a voter into visiting a website to get a whole lot more information makes this a whole new ballgame…especially for campaigns on a limited budget.
Signs work for you day in and day out for a one-time cost.  A direct mail piece is read one time and then tossed; probably forgotten, never to be seen again.  Clearly signs, when used properly and effectively to drive traffic to a website, can give your campaign a lot more bang for the buck.
Until next time.  Onward and rightward…
Dr. Chuck Muth, PsD
Professor of Psephology (homeschooled)
How to Get More Votes, More Donors & More Volunteers”