How do you split the budget across channels?

Most of the money goes to the channel where intent already exists — the listing and neighbourhood search, or the ad that leads to WhatsApp — and a smaller part goes to the piece that makes it believable. Splitting in thirds across social, web and fairs leaves each one too weak. Look at where the last bookings or appointments came from, even if it is the floor’s rough count. If almost all of it is footfall and Maps, do not assign half to a format nobody on your street opens. The split of a national brand is copied. The venue pays for a channel its weekday customer does not use.

The studio proposes one channel with a cap and the piece that feeds it, not a pie of five slices. Whatever is left is not invented as a second channel so the page looks balanced.