Define the scatter circle for your own advertising

Determine spreading dates for the advertising plan

In order to be able to determine the budget required for your advertising, you must first determine the spread data. The costs can then be calculated from them.

• You need the scatter circle. This is the group of people you can reach with your advertising.
• For this you need your distribution area. This is simply the region in which you want to advertise.
• You also need a range determination. This tells you how many people you can reach in total in your distribution area.
• You must also determine the spreading time. It includes when you advertise and for what period of time.


Design your own advertising - you should pay attention to this

Due to the general availability of modern computer technology and corresponding software ...

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• Scattering is simply understood to mean the advertising media and advertising media that you are using to advertise. This can be posters and stickers as well as TV spots and competitions in the supermarket.
• And finally there is the spreading density. This is the number that represents the monetary ratio of the advertising material to the distribution area. It can also be determined the other way around, namely from the advertising budget (if a budget has been determined first) and the reach, i.e. the number of people you have reached with your budget.

The target group should be the scattered circle

Ideally, you have advertised in the immediate neighborhood before the store opens. So the neighbors know you exist as a business. But how many of these informed neighbors are really your customers and how many of them are your target group?

• The target group includes all those people who need your product and buy it regularly.
• So you need to find the customers and prospects who are capable, willing, and ready to buy.
• Therefore, look for the people who have recently bought a lot and often.
• You can only find out this data through surveys and surveys. You can do this by asking your customers simple questions. Just as, for example, the postcode of the place of residence is often requested at cash registers. By evaluating all the answers for a day or month, you can determine in which postcode area you generate the most sales.
• Occasionally you will also be asked where or from whom you heard about a company. The answers to this small, inconspicuous question are also of great value to you as an entrepreneur. Because you now know which advertising medium and which advertising medium your advertisement will be used for. And from this you can roughly extrapolate how large your scatter circle is. Only roughly because not all customers are happy to answer these questions.
• If you know the target group well, you can also draw conclusions about your target group. Especially where the people who buy from you mainly live. In addition, how these people found out about your company and how high the turnover is that you have achieved with this group of people.
• You can request queries in your region via the Federal Statistical Office, for example regarding the demographic data of your catchment area. In this way you can find out which age groups live in which proportion in your area.
• You can also request more precise data, such as the proportion of men and women, how many single households there are and similar data.
• The more data you can collect about your customers, the more you know about your target group.
• In this way, you turn the advertising that was initially scattered into a targeted action in your scattered circle.
• This is how your target group becomes your target group. The people who really buy from you. And so you can in future advertise that really appeals to your target group personally. This is how customers who buy irregularly become regular customers.

I wish you success!