3.2. Marketing & Sales

Advertising matrix

An advertising matrix aims to link the advertising budget with the advertising measures. The business plan should not indicate everything that could be possible, but what is concretely planned for marketing the offers in the first business year. For the following years, a projection is to be made.

The following advertising matrix gives possibilities to advertise. It gives guidance on the specification of advertising. Budget planning is to be done on a monthly basis.

Advertising must be planned in terms of time, content and budget. A one-off opening advertisement is not enough. "If you don't advertise, you die!" is a simple sentence that is essentially correct. The advertising plan should be set up for at least one year. The budget has to be in proportion to turnover and earnings. The graphic design of the advertising material should be done with professional help, if possible with the help of an agency. This does not have to be expensive. A professional look pays for itself. A "cheap" advertisement can become anti-advertising.

Figue 5: Advertising matrix