Business information written specifically for newspaper advertising departments

Lunch Menu Advertising

Giving your clients options
Like a lunch menu, your clients will end up with a full meal of advertising so-to-speak, with only the options and choices they want

When it comes to products and services, options are king. People look for variety and choice when searching for what to buy, and your clients aren’t any different. So, when deciding on your pricing structure for your products and services, err on the side of choice and variety, not rigid rules.

To do this, think of a lunch menu; a lunch menu generally consists of a variety of options with general staples, an entrée, a few sides and a drink. Do the same with your advertising options. Provide a main course, with a couple of add-ons and a freebie to seal the deal. For example, offer a list of higher-priced ads next to a list of lower-priced ads, followed by a list of ad items you can give away for free. Allow your clients to pick one item from the first list, two from the second and one from the third for one, all-included price.

You can even offer frequent-buyer cards like cafés and bakeries. Once they have purchased a full year of advertising from you, offer them a product for free for their loyalty.

Like a lunch menu, your clients will end up with a full meal of advertising so-to-speak, with only the options and choices they want. This gives your clients the ability to know what they can spend ahead of time, and pick from a variety options to create the package that fits their needs.