A few weeks ago, one of the writers for this magazine was in an airport wearing a fleece jacket emblazoned with the Restaurant Startup & Growth logo. A restaurant consultant and a potentially valuable editorial contact approached him to ask about the magazine. While he was just trying to stay warm, the writer found that his jacket proved to be a valuable ad tool for the magazine.

It seems that we use every square inch of space these days — even on our clothing — to advertise our services. However, people notice them and are usually pleased when they learn about a good service or product. “Ad specialties” are items such as pens, hats, calendars or T-shirts with your restaurant’s name, logo and sometimes address, phone number or Web site URL printed on them. No matter how small your restaurant, promo specialties are within your budget.

The ad specialty industry has grown substantially over the past dozen years and now offers sophisticated and attractive items for every budget. While you probably might not want to give away a fleece jacket to every customer who walks through your doors (although if your logo and concept have enough cache, you might be able to sell it), there are a number of affordable items to spread the word.

Every restaurant can use ad specialties, but before you order 500 baseball caps with your restaurant’s name and logo on them, consider the pros and cons. Make sure you spend your money in the best possible way.

Applications

Ad specialties can range from matches to active wear, mints with your restaurant logo wrapper to embossed shot and wine glasses. Regardless of the item, the goals of ad specialty items are always the same. First you provide a gift to your customer to appreciate, enjoy, and, most importantly, identify with your business. While you can find ways to use these items to win over prospective customers, these items are most effective as tools to build repeat business from existing customers.

Second, the items help develop and cement a relationship, in the same way you give gifts to friends to strengthen your bonds. The items also increase your share of “heart and mind” in the community, as your pens and matches find their way into your customers’ kitchens, offices, and classrooms, as reminders of (hopefully) their favorite restaurant.

Third, the ad specialty should help brand your name and logo, and reflect your concept. While it seems like common sense, every ad specialty should prominently bear the business’s name and logo. Some businesses forget that, and it’s a shame, even though it does not diminish the gift value of the item. Consider every item a little billboard.

More elaborate ad specialty items, such as clothing, clocks, and calculators might be appropriate for corporate clients, such as companies that use your banquet facilities on a regular basis, or as tokens of appreciation for the officers of local clubs that use your restaurant as a meeting place. Select these items based on the type of individuals you’re trying to please. For example, in regions where golf is popular, golfing ad specialty items such as golf balls with the restaurant logo, golf shirts, and golf towels are popular items for corporate clients.

Choose Wisely

Now that you know to put your name and logo on every ad specialty item you distribute, just remember you can fall in love with any item that has your restaurant’s name on it. A key fob that you would ordinarily toss in the wastebasket can look like the “One Ring” when engraved with the name of your beloved business. That’s normal and admirable, but also a big trap.

Try to distance yourself emotionally from your selection, and choose items that your customers can and will use and enjoy. Your customers will consider them a welcome gift rather than something they would avoid like a religious pamphlet in an airport. While a good rule of thumb is to select items you would use and enjoy, this can also be a trap. If you are 45 with a spouse and kids, but cater to a mostly under-30 single crowd, consult with your age-appropriate staff for ad specialty ideas.

You might find that the great golf cap that you would wear every day might have little appeal to your 28-year-old servers and their friends. If you are a 30-year-old manager, single and with no children, who is trying to find specialty items that would appeal to families with kids, elicit the opinions of the moms and dads on your staff.

First the good news. If you select items your customers can actually use, they will perceive them as gifts rather than advertisements. Think about your customers and think beyond the traditional key chains or ball caps. If you select the right product, your customers will keep and use it and always have your restaurant name there reminding them of you.

Choose the best quality items you can afford. For example, pens are good specialty items. Everyone uses them, and they are rarely tossed out. If you find a style that is appealing and seems to be of respectable quality, you will get more ad mileage from it than a cheap plastic barrel pen that will end up at the bottom of a desk drawer.

Also, consider that your restaurant’s name is going to be on the item, which will in turn reflect, at least subliminally, on the perceived quality of your restaurant. A now-famous recording artist recalled sending his first “demo” tape to a producer on a cheap, badly made cassette tape. The producer wrote back, “I like your music, but remember, only 99-cent artists use 99-cent tapes.” Your restaurant name is going on this item so make sure the quality of the item is appropriate for the image you’re trying to build for your restaurant.

Control Distribution

Controlling the distribution of ad specialties can be difficult. If you don’t have strict guidelines, your own staff can easily deplete your supply. When selecting an item, think about how you plan to deliver it to your customers. For example, you may have little puzzles or toys for children with your restaurant name on them. Are the toys to stay in the restaurant or can children take them home?

Many family restaurants offer crayons with the restaurant’s logos for children to draw with at mealtime. Certainly, the restaurant expects the children to take them home; however, they will often ask the parents whether the children want or would use them, before automatically bringing them to the table. They know that while some parents will be delighted to receive the crayons, some parents will not be — some kids can get in a lot of trouble with a crayon. Save them for those who want them.

On that note, if you are purchasing ad specialties that target children, such as toys, make sure that they are labeled for the appropriate age group, and that they do not pose a hazard, such as sharp edges or choking hazards. Err on the side of caution in this regard.

Chances are likely that any item you buy will be distributed on-site, in your restaurant. But in case you plan to mail something to your best customers or for a holiday promotion, keep mailing costs in mind. If you’re going to mail the item, that 5-pound paperweight may not be such a good idea.

Ready to Start Shopping?

Ad specialty sales are big business. It pays to work with an established vendor when selecting your items. You are more likely to get the benefit of a sales representative who has numerous accounts, and can provide suggestions and ideas that have worked for other customers. Also, you’ll be more likely to have a choice of a wide variety of items. New ad items and gadgets are constantly being introduced in this market. Take the time to find the items that fit your image and budget.

If you’re just starting to buy promotional items with your restaurant’s name or logo on them, you’re probably working with a company or individual who specializes in marketing these items. You can make the process of buying ad specialties easier for everyone if you follow these pointers:

Be specific about your budget and what you want. For example, before calling a sales representative, decide how you’ll use the item, what your budget is, how many items you’ll need and when you’ll need them. Some planning and a simple description will save hours of time.

Let the sales representative do her/his job. Maybe you’re not that sure what you want. In that case, describe what you want and request a follow-up call. For example, you might say, “We want an upscale item; some French-themed product to have at each place setting for a special wine tasting dinner. We have about six weeks and I want to spend a total of $500 for about 100 pieces.” Armed with this information, the sales rep can come back to present you a variety of products that fits your criteria. It’s much easier to look at these few items than endlessly looking through catalogs or on the Internet.

Be realistic with your budget. A $1 item is going to look like a $1 item. Maybe you can’t afford a special toy for each child, but you can afford a balloon or pencil for each child. Be sure to plan for standard extra fees such as “setup” charges that are not included in the price of the item. Don’t be embarrassed to ask whether you’ll have any extra charges you have not discussed. Shipping costs can add a lot to an invoice so get those clear, too.

What is included with the item? Some promotion items are packaged in a gift box, and some are literally thrown loose into a big box. If you buy little flashlights, for example, ask if the batteries are included.

Be clear in your deadline. Your sales representative needs to know your deadlines, and will appreciate your telling him or her if you need the items by a specific date. Build in some extra days so you’re not going down to the wire. If you need the items for Mother’s Day, tell them you need them by May 1. Make sure you plan your purchase far enough in advance. Don’t let rush charges eat away at your budget.

Get a sample if possible. An item that looks big and sturdy on a catalog page may be small and flimsy when you see it in person. It’s always a good idea to see a sample first. No one likes surprises so get a preview of what you’re ordering. Ad specialty companies have different policies about samples — most will charge you for one, but consider seeing a sample. It’s a worthwhile investment.

Inquire about overruns and underruns. Most companies try to order your items in the quantity specified, but this is not always possible. Most companies reserve the right to ship and bill up to 10 percent over, or under, what you’ve ordered.

If you’re putting a logo on the item, be specific about where you want it placed. Don’t assume the company will know where your logo should go. Ask the representative for specifications regarding the size and format of the logo artwork you provide the manufacturer. You might include a sketch or paste a logo on an actual product to be clear.

Sources for Ad Specialty

When you’re ready to buy, you’ll need to locate an ad specialty company. Here’s how:

Yellow Pages: Look under “advertising specialty.” The listings will show both local and national companies you can call.

Referral: Ask a business associate, colleague or friend for the name of a good ad specialty company. Just like any sales situation, ad specialty sales reps range from priceless to horrid. If a friend can heartily recommend a good sales representative, look no further.

Internet: Type “ad specialty” or “advertising specialty” into your favorite search engine and you’ll have hundreds of sites to explore. If you know the particular product you want, add that to your search criterion so that you’ll type in “ad specialty mugs” or “ad specialty pens.” You can buy through the Internet if your area is not serviced by sales reps; however, it’s wise to work through a rep who can save you time and money by being your advocate.

Catalogs: You are no doubt on the mailing list — along with thousands of other companies — of catalogs full of ad specialties. Looking through these catalogs is a good way to become familiar with what’s available and suitable for your restaurant. Place your order direct — or go through a sales rep.

Got a Match?

Matches are the great-granddaddy of ad specialties, with restaurants having put their names on matches for more than 100 years. Joe Danon, national sales manager for Maryland Match Corporation, says matches are “a functional business card for your restaurant.” He thinks matches are better than business cards, though.

Danon says good quality matches cost a few pennies more than a typical business card. He says, “If you do a side-by-side comparison where a customer can choose either a business card or matches as he leaves, the box match will outdo business cards two to one.”

A well-known Manhattan restaurateur told Danon recently that matches are an “essential part of branding and identity” for his upscale restaurants. Danon says customers want something to take home, and you want to give your guests a memento of their visit — and that’s what matches are. He says, “You don’t want them to leave with the silverware, so give them matches instead.” He adds with a laugh, “Having matches could even save you money!”

-- Restaurant Startup & Growth Magazine