FINANCIAL CONSIDERATIONS 
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A MARKETING BUDGET?
It's time to create your budget and you're stumped about how much to allocate to marketing.
Should you spend what you spent last year?
Increase your budget because you did or... didn't... get the results you wanted last year?
Decrease your budget because you did or... didn't... get the results you wanted last year?
A simple formula for budgeting your marketing dollars:
If you market regularly - allocate 10% of gross revenue to marketing.
If you haven't marketed lately - allocate 12%.
If you're very successful and don't need any more business - allocate 8% [Spend most of this on marketing to customers.]
Apply your 10% to publicity, relationship building and sales training.
Marketing Communications Budget
Corporate Marketing budgets to maintain and grow a business are between 8-11% of gross sales. Of a 10% budget, capital distribution is as follows:
Advertising: 31%
Website development: 17%
Events: 15%
Public relations and analyst relations: 10%
Collateral: 6%
Concept testing:6%
Manpower & design: 15%
B2B ECS programs and software cover Advertising, Website Development, concept testing and manpower and design. Total 69% of a marketing budget.
KEY COMPONENTS
Printed Materials:
Designer’s fee
Copywriter’s fee
Photography
Graphics design software
Design for business cards, brochures and direct mail
Printing & preparation costs - film, paper, ink
High-speed printer to generate proofs or final copies
Mailing list rentals
Mailing costs, including stuffing, sealing, and sorting
Postage
Advertising space costs, for ads run in publications
Internet Marketing:
PULL MARKETING
Domain name registration
Monthly server rental fee
Business-specific e-mail accounts
Web designer’s fees
Web design software
Web site maintenance
Web site registration page
PUSH MARKETING
Email advertising software
Email gathering by hand and from Web
Marketing program design
Flyer design
Email list Maintenance
Flyer scheduling
Response Management
Customer Appreciation and Promotions:
Promotional giveaways, including imprinting and shipping charges
Closing gifts, including imprinting and shipping charges
Tickets to social or charitable event
Annual customer party
Cards for birthdays, buying anniversaries, holidays, plus postage
Meals with clients and contacts
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INCOME
ACTUAL SALES
Web Sales Only
Web Sales = about 5% of "In Store GC Sales"
TARGET = GENERATED REVENUE
ENLARGE
STEP 1 - MARKETING
 ENLARGE
STEP 2 - SALES
ENLARGE
STEP 3 - CERTIFICATE DELIVERED
ENLARGE
STEP 4 - PROVIDE PRODUCT OR SERVICE
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Copyright © 2004, B2B ECS GLOBAL, All Rights Reserved.
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