Insights From Political Campaign Workers PPAI Research surveyed approximately 250 respondents who have been actively involved in a political campaign recently. Participants ranged in: • Role: Campaign managers (the most represented role at 32%), marketing directors, communication directors, fundraising coordinators and more participated. • Size of campaign team: Respondents worked for campaigns anywhere from single-digit team members to campaigns with more than 200 team members. • Political Party: Both Republicans and Democrats are represented, plus a minority of respondents from campaigns for independent candidates. “The survey data, segmented by political affiliation, provides critical insights into the preferences and effectiveness of promotional products, revealing their role in both voter engagement and financial outcomes for campaigns,” Bhat says. The most preferred promotional products among campaign representatives were hats and caps, with 69% of respondents having favorable opinions on the effectiveness of campaign headwear. Democratic campaigns prefer them slightly more than Republicans. • Mitch Cahn, founder and president of Unionwear, confirmed that by mid-August, Unionwear had sold approximately 100,000 Harris campaign hats, outpacing the initial demand the supplier saw for Trump’s “Make America Great Again” hats in 2016. Political T-shirts come in just behind hats/ caps, with 67.1% of respondents seeing them as effective. The flag and banners/posters/ signs categories both received greater than 40% positive results, and buttons/badges and stickers both received more than 30%. (See Figure 1.) Budget allocation results show that most campaigns allocate a significant portion of their marketing money for promotional products. A healthy 40.85% of respondents dedicate 11%-20% of their total campaign budget to Must Read | October Surprise FIGURE 1: The most preferred promotional products among campaign representatives T-shirts Hats/Caps Buttons/Badges Banners/Posters/Signs Flags Stickers Pens/Pencils Overall Democrat Republican 67.61% 70.97% 69.70% 69.01% 77.42% 63.64% 36.62% 45.16% 33.33% 40,85% 54.84% 33.33% 43,66% 64.52% 33.33% 36.62% 41.94% 39.39% 28.17% 35.48% 27.27% The most preferred promotional products among campaign representatives were hats and caps, with 69% of respondents having favorable opinions on the effectiveness of campaign headwear. 26 • OCTOBER 2024 • PPAI
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