Some questions you may want to consider:
Who is your target audience? (And don’t say everyone, it’s not true.)
What motive does a restaurant have to let you advertise for free? (Basically, what is their kickback for the advertising?)
Who’s responsible for putting the placemats on the table? Why should the restaurant pay an employee to put your placemat on the table?
Why should a business advertise on the placemat? What tangible results can you expect to give them? (Views per day)
Do you have any research showing that people actually read the placemats?
What is your return on investment? This should include paying your buddy or the cabbie for the rides, etc.
You have a good idea, which works well in these parts. (Many small diners and cafes do it) When you call businesses, you should think of calling those who would best serve your target audience. I.E., if most of your customers in the diner are in the post-50’s then target businesses which target senior citizens.
Personally, with this type of business, I wouldn’t consider having the client sign a contract, unless it’s a simple statement of your promised services. Rather, I’d give them an invoice, and send them a sample, as well as demographics when the placemats go into print and are distributed.
-Blaise
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