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This is how this is how the economy works. We have to have viable items that speak with feasible customers, therefore uh consumers this next year, they're going to be purchasing, however they're going to be more worth inspecting. They are gon na the rates have increased and they're not gon na decrease.

Brandon Welch: 3:48 And so however it's less inflation driven. It's it's just more this is the new This is just how it is now pricing floor, if you will. Caleb Agee: 3:56 Yeah, so they're changing their budget plans to represent because all of 25, they resembled, whoa, what's going on? Groceries and all these things are more costly than I am used to them being.

It didn't decrease, it simply flattened and however your rate of interest and your big purchases are less frightening. Brandon Welch: 4:16 Yeah. I believe people know what they're gon na be. So there's a little bit more planning, um, and we'll just call it sobriety in the decision-making procedure. Caleb Agee: 4:24 Yeah, so we got to pay attention, customers are gon na be value scrutinizing, more threat conscious, um, and after that they'll be less tolerant of friction and obscurity.

Brandon Welch: 4:33 So there's 4 sections. Uh, one is how much should your business be investing in marketing? We're gon na offer you some varieties uh for your market and for uh your maturity cycle as services. Uh, the second is gon na be nuances and method, 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 plan, or possibly your really own copy of the Maven Marketer. You simply build your marketing plan uh over Christmas break, reading your hundred and no, sorry, two hundred and forty-eight pages of marketing.

It's really genius. Who wrote that? Who composed that book? Um yeah. So um, hi, you know what? Person to make a comment about uh something you're changing your 2026 marketing uh is gon na get a copy of the Maven Marketer, thanks to Nate, the video camera guy. I enjoy it.

How much should your organization be invested spending on marketing? Um, this is a crammed concern, and every individual who gets asked that in our industry goes, Well, it depends.

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Now some of you simply went, is that all? And some of you went, holy crap, what are you trying to do?

That's an average based upon US marketing spin. And after that um the SBA said 7 to 8 percent on any uh roundabouts or near 5 million pursuing development is how they framed that. Brandon Welch: 6:24 So this is gon na subtlety by industry, not because the real marketing invest probably need to subtlety like what it takes to make stuff take place, however because margins are various in every market.

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

The huge concept is that business that um become well understood, favored, and well-trusted before the sale, they win in the marketing and advertising game, and they win in the development game. There was an extremely, huge study called The Long and the Short of It, done by Les Bennett and Peter Field.

Comparing Top B2B Growth Models in 2026

They took a clinical approach, studied billions of dollars worth of advertising over an extended period of time, and they they brought out 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 roi this second.

That is huge, big service things, however it also straight uses to your uh owner-operated company. And less in that uh because study was well-known for stating if brand names are developed over years, we all understand it takes a while to build a brand. Like Nike didn't become Nike or Apple didn't end up being Apple or you understand, any of these huge brands we enjoy.

So if you desire that to be true for your organization, that's that's the foundation. Caleb Agee: 8:36 Yeah. So we're gon na quickly go through simply some standards of marketing spend for various industries. And uh hopefully you fall under among these. If not, you might most likely find triangulate. Yeah, you might you could discover some relatable uh industries, and we're just gon na go through these and then we're gon na speak about how this modifications in your your offered scenario.

Uh HVAC criteria typically cite seven percent of top line profits. Um and but likewise top line earnings tend to be lower in those industries.

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Caleb Agee: 9:21 That's right. Law office, five to fifteen percent, similar to that firm setup, perhaps. Uh, and then uh medical centers, one to five percent. That that would be independent medical clinics. Brandon Welch: 9:31 The medical group management association states one to five percent. Um, there's often a lot of retail bound therein, however there's also a great deal of um there's a lot of overhead medical practices.

And they tend to be on the more commoditized scale. Individuals understand what they require, so you're just trying to be the one on the list that individuals select. That's. Uh yeah. Proceed. Dental workplaces. Caleb Agee: 9:54 Dental offices, um, four to 7 percent. That's from dental economics.

Brandon Welch: 10:04 We work with one of the most popular leaders in that area, and they they typically mention in their organization like two to three percent. Um vehicle repair stores are four to five percent, very same thing.