In addition to the freebies listed above, look for unique items
that will serve as conversation starters. Imagine how potential
customers would react if a co-worker pulled a miniature rolling
pin—bearing your pizzeria’s logo—out of her purse. A pen in
the shape of a pizza slice would also draw attention and create a
lasting impression. Is your restaurant located in an area known
for its harsh winters? What about a logoed ice scraper? That
customer will see your logo—and think about your pizza—
every morning before driving to work!
The San Rafael, California-based
Red Boy Pizza chain promoted its
Tomato Festival last year with a
custom-made coloring sheet for
kids. One franchisee even held an
art contest and placed the children’s
pieces on its walls.
air and give away the T-shirts to callers for the remainder
of his shift.
•;Canvas the campus. One terrific way to get your promotional items into the hands of college students is to host
a homecoming event and give out megaphones designed
with the school’s colors and, of course, your pizzeria’s
logo. Finals week also offers a great opportunity to host a
contest and give away your promotional items as prizes.
College students love beer koozies, for example, and will
use them for months or even years to come. You can also
host a pizza eating contest for sororities and fraternities,
awarding your T-shirts to the winning teams. Make sure
to provide these Greek groups with promotional flyers
that can be passed out to their friends to ensure maximum turnout.
Show your true colors. Kids love to color! Fortunately,
coloring sheets are inexpensive and can brighten any child’s
day. The seven-unit Red Boy Pizza chain (redboypizza.
com), headquartered in San Rafael, California, held
a Tomato Festival recently and, while spotlighting its
Margherita pizza with fresh tomatoes, also introduced a
new coloring sheet. The sheet taught kids about tomatoes
and allowed them to color in a small tomato plant. The kids
Spreading the Wealth
Your promotional items exist to be given away, so how do you
get them in customers’ hands and make sure they see the light
of day as often as possible? For starters, you could offer logoed
T-shirts, hats, mugs and other items as prizes for a weekly or
daily trivia contest, held online or in the store. This approach
allows you to turn Facebook fans into brand ambassadors. But
that’s just one idea. Here are some others:
•;Show your gratitude. Send a few promotional items—
such as T-shirts, refrigerator magnets or key chains—along
with every large to-go order, accompanied by a thank-you
note. Your customers will love the freebies and will feel appreciated in the bargain—and that means they’ll be more
likely to wear or use these items.
•;Turn on the radio. Tried-and-true, old-school techniques
can still reap big dividends. Imagine, if you will, taking
four extra-large pizzas and 10 logoed T-shirts to your favorite DJ at a local radio station just in time for lunch. The
grateful DJ will very likely brag about your pizza on the