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This is how this is how the economy works. We have to have feasible items that speak to viable consumers, and so uh consumers this next year, they're going to be purchasing, but they're going to be more worth scrutinizing. They are gon na the rates have gone up and they're not gon na decrease.

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

It didn't go down, it simply flattened and however your rates of interest and your big purchases are less scary. Brandon Welch: 4:16 Yeah. I think people know what they're gon na be. So there's a little bit more preparation, um, and we'll simply call it sobriety in the decision-making process. Caleb Agee: 4:24 Yeah, so we got to take note, consumers are gon na be worth inspecting, more danger mindful, um, and then they'll be less tolerant of friction and ambiguity.

Uh, one is how much should your business be investing on marketing? Uh, the second is gon na be nuances and strategy, how you require to position 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 very own copy of the Maven Online marketer. You simply develop your marketing plan uh over Christmas break, reading your hundred and no, sorry, two hundred and forty-eight pages of marketing.

Um yeah. Um, hello, you understand what? Person to make a remark about uh something you're changing your 2026 marketing uh is gon na get a copy of the Maven Online marketer, thanks to Nate, the camera guy.

How much should your company be invested costs on marketing? Um, this is a crammed question, and every individual who gets asked that in our market goes, Well, it depends.

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Um, the average business in America is investing 7 to eight percent on marketing annually as a percentage of annual earnings. Now some of you just went, is that all? And a few of you went, holy crap, what are you trying to do? Yeah, yeah. So we're gon na break that down here in a 2nd.

That's a typical based upon US marketing spin. And then um the SBA stated 7 to eight 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 industry, not since the real marketing invest most likely need to subtlety like what it takes to make things occur, but due to the fact that margins are different in every market.

So um we're gon na go line by line with that. However I desire to I desire to just reset if you are the the person or if you are working for a person, or if you need to report to the person who's going, yeah, but uh, if we spend 7.7% of our budget, how do we know it's working? We're going to get there.

The big concept is that companies that um become well known, favored, and well-trusted before the sale, they win in the marketing and marketing game, and they win in the growth video game. There was a very, large research study called The Long and the Short of It, done by Les Bennett and Peter Field.

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They took a scientific method, studied billions of dollars worth of advertising over a long duration of time, and they they brought out a grand conclusion that if you are popular, liked, and trusted from a psychological level, if people like you and think in you before the sale, you will not see that roi this 2nd.

So that is huge, huge organization stuff, but it likewise straight uses to your uh owner-operated business. And less in that uh in that study was popular for saying if brands are developed over years, we all know it takes a while to construct a brand. Like Nike didn't end up being Nike or Apple didn't end up being Apple or you understand, any of these big brands we like.

If you want that to be true for your business, that's that's the structure. Caleb Agee: 8:36 Yeah. So we're gon na quickly go through simply some benchmarks of marketing spend for different markets. And uh hopefully you fall into one of these. If not, you could probably find triangulate. Yeah, you could you could discover some relatable uh industries, and we're just gon na go through these and then we're gon na talk about how this changes in your your provided situation.

Uh Heating and cooling criteria typically point out seven percent of leading line profits. Um and however likewise top line earnings tend to be lower in those markets.

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Caleb Agee: 9:21 That's. Law companies, 5 to fifteen percent, comparable to that agency setup, maybe. Uh, and then uh medical clinics, one to five percent. That that would be independent medical centers. Brandon Welch: 9:31 The medical group management association states one to five percent. Um, there's in some cases a great deal of retail connected up in there, however there's likewise a lot of um there's a lot of overhead medical practices.

And they tend to be on the more commoditized scale. Individuals know what they require, so you're just attempting to be the one on the list that people select. That's. Uh yeah. Go ahead. Oral offices. Caleb Agee: 9:54 Oral workplaces, um, 4 to 7 percent. That's from dental economics.

That's uh similar to that medical clinic. Brandon Welch: 10:04 We deal with among the most popular leaders because space, and they they frequently cite in their organization like 2 to 3 percent. Um car repair work shops are four to 5 percent, exact same thing. A lot of a great deal of expense of goods, so a lot of overhead.