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This is how this is how the economy works. We need to have practical items 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 actually increased and they're not gon na go down.

Brandon Welch: 3:48 Therefore however it's less inflation driven. 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 budget plans to represent since all of 25, they were like, 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 but your interest rates and your huge purchases are less scary. Brandon Welch: 4:16 Yeah. I believe people know what they're gon na be. So there's a bit more planning, 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 value scrutinizing, more danger aware, um, and after that they'll be less tolerant of friction and ambiguity.

Uh, one is how much should your service be investing on marketing? Uh, the 2nd is gon na be subtleties 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 plan, or possibly your really own copy of the Maven Online marketer. You just construct your marketing plan uh over Christmas break, reading your hundred and no, sorry, 2 hundred and forty-eight pages of marketing.

Um yeah. Um, hey, 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 Online marketer, thanks to Nate, the electronic camera guy.

How much should your service be invested costs on marketing? Um, this is a loaded question, and every person 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 on US marketing spin. And after that um the SBA said seven to eight percent on any uh roundabouts or near five million pursuing growth is how they framed that. Brandon Welch: 6:24 So this is gon na subtlety by industry, not due to the fact that the actual marketing invest probably ought to nuance like what it requires to make stuff happen, however because margins are different in every market.

So 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 an individual, or if you have to report to the individual who's going, yeah, however 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 business that um become well understood, favored, and well-trusted before the sale, they win in the advertising and marketing game, and they win in the development game. There was an extremely, huge 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 technique, studied billions of dollars worth of advertising over a long duration of time, and they they came out with a grand conclusion that if you are popular, liked, and trusted from a psychological level, if people like you and believe in you before the sale, you will not see that roi this second.

So that is big, industry things, but it also straight uses to your uh owner-operated organization. And less because uh because study was famous for stating if brands are developed over years, all of us know it takes a while to build a brand. Like Nike didn't become Nike or Apple didn't become Apple or you know, any of these huge brand names we enjoy.

If you want that to be true for your organization, that's that's the foundation. Caleb Agee: 8:36 Yeah. We're gon na quickly go through simply some benchmarks of marketing invest for various industries. And uh ideally you fall under among these. If not, you might probably find triangulate. Yeah, you could you could find some relatable uh industries, and we're simply gon na go through these and then we're gon na talk about how this modifications in your your offered situation.

Uh HVAC standards frequently cite seven percent of top line earnings. Um and however also leading line revenues tend to be lower in those markets.

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Uh, and then uh medical centers, one to five percent. Brandon Welch: 9:31 The medical group management association says one to five percent. Um, there's often a lot of retail connected up in there, however 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. People know what they need, so you're just attempting to be the one on the list that people choose. That's. Uh yeah. Go ahead. Dental workplaces. Caleb Agee: 9:54 Dental workplaces, um, four to seven percent. That's from oral economics.

Brandon Welch: 10:04 We work with one of the most popular leaders in that area, and they they typically mention in their company like two to three percent. Um auto repair work shops are 4 to five percent, same thing.