The Anatomy of a Good Coupon Ad: What to Include and What to Avoid

Six months ago Rick invested in register tape advertising for his restaurant. After hearing success stories from other restaurant owners, Rick expected to get a quick return on his investment. Now six months have gone by and only one new customer has come in from the campaign. Determined to find the source of the problem, Rick goes to the grocery store to see the receipts first-hand. Much to his surprise, Rick’s offers aren’t nearly as good as he thought they were! His $2 off an entree pales in comparison to the other offers, and the colors he insisted on using are muddy and unappealing. Realizing he’s made a huge mistake, Rick rushes back to the restaurant to call his Marketing Consultant, ask for forgiveness, and get his coupon advertising campaign back on track.  

To be effective, a coupon advertisement must have a compelling and profitable offer, displayed in a way that is eye-catching and easy-to-read. Here are several things to include, and not include, when designing coupon ads.

What to Include

What Not to Include

We updated this post on May 14, 2018.