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Box Matches have been a go-to marketing product for decades, particularly for venues. In years past, smokers often needed a light, and a box or book of matches was sure to be something that customers carried around until they were gone. And this strategy often resulted in widespread brand exposure since the user was sure to share it with anyone else who needed a match, which was often in social settings.
However, the rates of smokers have dropped dramatically in recent years. Indoor smoking has also been banned in many states. And those who still consume tobacco products are increasingly turning to electronic tobacco products. These trends may be interpreted to mean that the use of matches as a useful marketing tool would no longer be effective. But that couldn’t be further from the truth.
The reality is that matches can still provide great exposure, even for non-smoking venues, especially if they are contained in unique or creative receptacles. Matches have never been exclusively used by smokers. There are many other reasons why someone might want or need matches. Several common uses include:
- To light something other than a tobacco product. Matches are often used to light candles or lanterns or start a fire. In these circumstances, matches are less awkward to hold than standard lighters. And using matches to light things during an event can bring an element of traditionalism or provide a rustic aesthetic.
- To create a fun craft. Matchsticks, books, and boxes are often used to create custom or homemade crafts. Matchsticks can be used to make mini arrows, a small vase, or other decorative pieces.
- To store something. When matchboxes are empty, they can be used to store small items, like paper clips, buttons, or jewelry.
- To use for magic tricks. There are several fun magic tricks that require the use of a match and can be easily learned to entertain family and friends during social events.
- To add to survival kits. There has been an increase in natural disasters in recent years, and more people than ever before have survival kits in their homes and vehicles. Matches are an essential item in these kits as they can be used to light fires or candles.
The list of potential uses for matches is long, and most people have at least several boxes or books in their homes, whether they are smokers or not. And even if an individual can’t think of an immediate reason they might need a match, many are reluctant to discard a full book or box if it comes in a clever, humorous, beautiful, or unique receptacle.
And while there are many reasons someone would hold onto matches, there are also many factors that make them an ideal form of marketing, such as:
- Traditional Sentiment: Matches are an affordable way to deliver marketing material that feels upscale, traditional, and sentimental. They evoke feelings reminiscent of a bygone era. For many venues, this is exactly the type of image they are trying to create. When combined with your venue’s brand and logo, matches can leave a personal impression that is sure to be remembered.
- Lasting Brand Recognition: When smokers were the primary users of matches, a book or box didn’t last very long. Now, people often use matches several times throughout the year. If they hold onto one book or box, it is likely to stay in their home for weeks or months. And if others are in the near vicinity, they will also be exposed to your brand every time a match is lit. This prolonged exposure creates strong brand recognition, which is invaluable in an era marked by messages that usually only linger in one’s thoughts for moments.
- Notable Messaging: In today’s era, marketing a venue is dominated by digital strategies, including through a website, email, or social media channels. These messages are fleeting, and they can be effective. But you can take that messaging to the next level when you combine it with something tangible, such as matches, that a customer can keep and take with them. This type of marketing material will help your venue stand out from the crowd and increase your business.
Matches are an incredibly valuable marketing tool for venues, even non-smoking ones. Moreover, they are a cost-effective way to deliver your brand, logo, and information to your customer base. And they can help you reach new customers by delivering promotional material that matches the mood of your venue. They are a great way to set the tone for your brand and reinforce brand recognition!
Wagner Match has specialized in providing impeccable service to the hospitality, entertainment and service industries since 1981.