2. Beginning BudgetSet Percentage of Revenue that Meets Your Goals
I asked several questions on my postcard that most of you probably can’t answer – and I could ask many more.
Your inability to know this information means that you’re running the air conditioning with your doors and windows open – in other words, you’re wasting money.
We have to get your marketing air tight so that every dollar produces a positive return.
In manufacturing commercial exercise (Nautilus) and spine-rehab equipment (MedX), we used marketing allocation funds to set budgets by product category.
Of course this budget allocation kicked in following the launch phase of a new product, and the seed money invested in marketing it, determined by the product development business plan. Each piece of equipment we manufactured had a percentage of the sale price earmarked toward marketing the category or categories of that item.
We’ll assume you’ve operated your PEMF therapy long enough to have built some clientele, and now want to grow steadily.
An example of this would be if you do adjustments, each adjustment for which you collect a fee would have a small percentage that went into a budget to advertise spinal alignment. If you offer biofeedback, each session you billed would donate to a fund for marketing biofeedback. The same with decompression, laser or any service you can single out.
I’m not sure how many categories you need, or if you want to combine all together. But PEMF should either dominate your marketing budget or be separately categorized with at least a percentage of each PEMF session fee earmarked for its advertising and promotion.
This question reminds me of how many calories should I eat to lose 2 pounds per week. Probably from 1,200 to 2,000 depending upon your size, age, gender and activity level, but track the results achieved by whatever number you set and adjust accordingly.
Conservatively, if you’re satisfied with your current level of revenue – not needing it to increase but certainly not wanting it to drop, something around 5 to 7 percent should keep you hydrated. But if you want growth, you probably need to double that. A recent online post I read recommends a B2C service business should budget 16% of total revenue to marketing.
Once you’ve filled the marketing fuel tank, of course, the next concern is the best mixture for maximized return on investment. This is more of an art form, than a science but you’ll certainly want to blend some traditional means of advertising with the fingertip access and data-crunching capabilities of digital media.