Promotoinal Barware and Glasware News: Where Everybody Knows Your Name

By Michael Cornnell

Don’t Forget to Sign

So much thought is put into branding on the inside of restaurants, it could be easy to forget there is valuable advertising space outside the venue as well. From window decals to banners and standing feather-flags, there is a lot of promotional signage for the restauranteur to consider.

Marc Goldfarb, president of National Banner Co. Inc., Dallas, explained what varieties of restaurants might be interested in buying outdoor signage. “The bigger chains have got a pretty good ad budget, so obviously they can do radio and TV spots,” he said. Smaller chains do not have that luxury, he pointed out, so they have to capitalize on what they have, which is often their location at high-traffic or highly visible areas. Goldfarb added that though they are larger chains, corporate fast-food establishments like Dunkin’ Donuts will also make use of outdoor displays because of their close proximity to high-traffic areas.

As for what to promote with the displays, the options are predictably endless, though it is important to note that signage does not have to be a permanent display. Grand openings, sales or even seasonal events are all good events to promote with outdoor displays.

More than banks, more than clothing stores, possibly even more than grocery stores, bars and restaurants surround their customers with logos and branding of all kinds. Glassware, napkins, menus, in-store and outside signage, beer taps, apparel and even buttons and lanyards are all put to use in grabbing patrons attention and getting them to acknowledge a logo for a few moments. Additionally, some bars or restaurants will be full of branding for other institutions, such as beer companies on bar coasters or the local ads on a diner place mat.

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