According to Nicholson, "Campaigns should focus on the main custom campaign products that generate word-of-mouth (are seen by a lot of people) and are viewed as testimonials, not paid ads. That means yard signs and, the most important, promotional stickers. I don't say "bumper stickers" because I'd encourage people to think beyond the bumper -- beyond the same layout, colors, shape and size as everyone else. Once your identity is established on these two essential products the design components can be utilized on other needed campaign products like banners, lapel stickers, buttons, door knob hangers and other custom political products dictated by what best fits the individual campaign. Give supporters the tools they need to spread the word."