Advice from a Campaign Printer Who’s Seen Thousands of Races
By Tom Tucky
Let’s clear up a common misconception repeated by some digital marketers: That yard signs no longer matter.
The data says otherwise. A peer-reviewed study published on ScienceDirect found that yard signs increased vote margins by an average of 2.5% or more. In many local and countywide races, that margin determines the winner. Signs normalize support and increase turnout among those inclined to already vote for you.
We’ve printed signs for thousands of candidates. Those who follow this specific formula tend to perform better than expected.
A Simple, Practical Formula:
- Volunteer Signs
- The Rule: 5 signs per volunteer.
- Why: Your volunteers, their families, and their neighbors are low-hanging fruit. Clusters of signs create visual momentum and the “bandwagon effect.”
- “Around Town” Signs
- The Rule: Population ÷ 300 – 500
- The Breakdown: Use a divisor of 300 for dense urban areas (more signs) and 500 for rural areas (fewer signs). Place these on commuter routes and high-visibility corners.
- Replacement Signs
- The Rule: Add 20% to your total.
- Why: Signs get stolen, damaged, or removed by the city. You need a buffer.
- Website Freebies
- The Rule: Start with 50 free signs.
- Why It Works:
- It surfaces quiet supporters
- It creates engagement opportunities
- It distributes signs into trusted private yards
- It often identifies future volunteers
Start with 50 free signs for an average local race. This is a tactic I learned directly from winning candidates.
Putting It All Together: The Math
Let’s look at a hypothetical race in Lakeland, Florida (population: ~125,000).
- Volunteers (10 people): 50 signs
- Around Town (125k ÷ 400): 300 signs
- Replacement Buffer (20%): 60 signs
- Website Freebies: 50 signs
- Total Order: ~460 Yard Signs
A Reality Check
Buying too many signs will not win a race where you are down 15 points. Yard signs typically deliver that 2% – 5% bump only under the right conditions: the race must be competitive, the messaging simple, and visibility consistent. Well-designed signs tend to sit at the upper end of that performance range.
Final Advice from the Printer’s Chair
If I were running for office, all else being equal, I’d expect to win most local races.
“All else being equal” means:
- Similar budgets
- Comparable press coverage
- Competent social media
- Reasonable direct mail programs
Why? Discipline. Presence everywhere voters go. A simple, honest message. And I would never cut corners on design, color, or print quality.
I don’t offer thematic campaign design here, but take this seriously: One clean message. One consistent look. Everywhere.
And yes, take this advice with an appropriate grain of salt. I sell printed graphics for a living.
But I am steering you well.
- Tom Tucky, President, Good Guys Signs, Inc.
The effects of lawn signs on vote outcomes: Results from four randomized field experiments.