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This is how this is how the economy works. We have to have viable products that speak with viable consumers, therefore uh customers this next year, they're going to be buying, but they're going to be more value inspecting. They are gon na the prices have increased and they're not gon na go down.

It's it's simply more this is the brand-new This is just how it is now pricing floor, if you will. Caleb Agee: 3:56 Yeah, so they're adjusting their budgets to account for because all of 25, they were like, whoa, what's going on?

It didn't go down, it just flattened and however your interest rates and your huge purchases are less scary. Caleb Agee: 4:24 Yeah, so we got to pay attention, customers are gon na be value inspecting, more danger aware, um, and then they'll be less tolerant of friction and uncertainty.

Brandon Welch: 4:33 So there's four sections. Uh, one is how much should your business be investing in marketing? We're gon na offer you some ranges uh for your industry and for uh your maturity cycle as services. Uh, the second is gon na be nuances and technique, how you need to place yourself in 2026 versus years past.

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Yeah. Uh by the end of that, you're going to pair that with last year's how to make a marketing strategy, or maybe your extremely own copy of the Maven Marketer. You simply build your marketing plan uh over Christmas break, reading your hundred and no, sorry, 2 hundred and forty-eight pages of marketing.

It's really genius. Who composed that? Who composed that book? Um yeah. So um, hello, you understand what? First individual to make a remark about uh something you're changing your 2026 marketing uh is gon na get a copy of the Maven Marketer, thanks to Nate, the camera guy. I like it.

Caleb Agee: 5:32 We're gon na just deliver a ship a Nate in a box and it'll simply pop out and hint. Brandon Welch: 5:36 Let's jump in. We have actually got 4 sections to cover. How much should your company be invested spending on marketing? Um, this is a packed question, and everyone who gets asked that in our industry goes, Well, it depends.

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Um, the average service in America is spending seven to 8 percent on marketing annually as a percentage of annual income. Now a few of you simply went, is that all? And some of you went, holy crap, what are you attempting to do? Yeah, yeah. So we're gon na break that down here in a 2nd.

That's a typical based on United States marketing spin. And then um the SBA said seven to 8 percent on any uh roundabouts or near 5 million pursuing growth is how they framed that. Brandon Welch: 6:24 So this is gon na subtlety by market, not because the actual marketing invest most likely need to subtlety like what it takes to make stuff occur, however since margins are different in every industry.

Um we're gon na go line by line with that. I desire to I want to simply reset if you are the the individual or if you are working for a person, or if you have to report to the person who's going, yeah, however uh, if we spend 7.7% of our budget, how do we understand it's working? We're going to get there.

The huge concept is that business that um ended up being well understood, favored, and well-trusted before the sale, they win in the marketing and advertising game, and they win in the growth video game. There was a very, extremely large study called The Long and the Short of It, done by Les Bennett and Peter Field.

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They took a clinical technique, studied billions of dollars worth of marketing over an extended period of time, and they they came out with a grand conclusion that if you are popular, liked, and relied on from an emotional level, if people like you and think in you before the sale, you will not see that return on financial investment this 2nd.

That is big, big organization stuff, however it likewise straight applies to your uh owner-operated organization. And less because uh because study was famous for stating if brand names are built over years, we all know it takes a while to build a brand. Like Nike didn't end up being Nike or Apple didn't end up being Apple or you know, any of these big brand names we like.

Caleb Agee: 8:36 Yeah. We're gon na rapidly go through simply some standards of marketing spend for various markets. Yeah, you might you could discover some relatable uh markets, and we're just gon na go through these and then we're gon na talk about how this modifications in your your offered situation.

Uh HVAC benchmarks typically mention seven percent of top line profits. Uh expert services, think consulting, believe agencies, believe a lot of B2B, uh 10 to 12 because it's assumed that there's greater margin in the item itself. Yeah. Um and but likewise leading line incomes tend to be lower in those markets.

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Uh, and then uh medical clinics, one to five percent. Brandon Welch: 9:31 The medical group management association says one to 5 percent. Um, there's in some cases a lot of retail connected up in there, but there's also a lot of um there's a lot of overhead medical practices.

And they tend to be on the more commoditized scale. Individuals understand what they need, so you're just attempting to be the one on the list that individuals choose. That's. Uh yeah. Proceed. Oral offices. Caleb Agee: 9:54 Oral offices, um, 4 to 7 percent. That's from oral economics.

That's uh similar to that medical center. Brandon Welch: 10:04 We work with one of the most popular leaders because area, and they they typically cite in their organization like 2 to 3 percent. Um auto repair work shops are four to 5 percent, exact same thing. A lot of a great deal of cost of items, so a great deal of overhead.