Matchbooks are word of mouth gold. We grab them in a restaurant, we share them with our friends, we save them for years, and they get passed around.
Most important, matchbooks help with one of the biggest rules of word of mouth:
Never let someone leave your business without something to share.
With the decline in smoking, you need to find something else. A coupon, a sticker, a flyer, a snack. Or maybe a custom tissue pack (a great idea in a flu-frightened world):
What will your customers hand to the next person they see? What will be in their hand to start a conversation about you?
(Thanks for the tip @danentin.)