Today I visited a local burger chain called Checkers. When you place a take-out order, they include a little sheet of coupons in the bag. Here’s one of the coupons:
You’ll notice that it’s so simple, an 8-year old kid could understand how it works. You buy a “combo,” and you get a free sandwich. You don’t need a Marketing degree to design something like this, or to predict the likely redemption rate. As a mechanism to generate traffic, it’s very effective. It tells you very clearly what you have to buy, and presents an appetizing picture of what you will receive.
However, the same sheet of coupons included this:
OK, class. I’m going to open this one for debate. Does ANYONE understand this offer? I showed it to several college-educated people, and not one of them had any idea what item had to be purchased, or what the customer could expect to receive. Does the picture help? Is that what I’ll get? Do I need a bigger car?