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  • Writer's pictureRetailSets

the million dollar question, what percentage should I allocate to marketing?

Updated: Aug 7, 2023



Marketing budget for signage products
Marketing budgets



When it comes to marketing a trademark, there is no one-size-fits-all answer to how much of your budget you should allocate to marketing. The amount you should spend on marketing will depend on a variety of factors, including the size and scope of your business, your target audience, and your marketing goals. However, there are some general guidelines you can follow to help determine the right percentage to allocate to marketing for a trademark. Here are some things to consider:

  1. Industry benchmarks: Look at the marketing budgets of other companies in your industry, and see if there are any benchmarks or guidelines you can use as a starting point. For example, some industries may suggest that companies allocate 10% of their budget to marketing, while others may recommend 20% or more.

  2. Business size: The size of your business will also play a role in determining how much you should spend on marketing. Smaller businesses may need to allocate a higher percentage of their budget to marketing in order to compete with larger companies and establish their brand. Conversely, larger businesses may be able to allocate a smaller percentage of their budget to marketing, as they may already have an established brand and customer base.

  3. Marketing goals: Your marketing goals will also influence how much you should spend on marketing. If you are trying to launch a new product or service, for example, you may need to allocate a higher percentage of your budget to marketing in order to generate awareness and interest. On the other hand, if you are focused on maintaining brand awareness or building customer loyalty, you may be able to allocate a smaller percentage of your budget to marketing.

  4. Target audience: Finally, your target audience will also impact your marketing budget. If you are targeting a younger demographic, for example, you may need to allocate a higher percentage of your budget to social media and other digital marketing channels. If you are targeting an older demographic, traditional advertising channels such as TV and print may be more effective, and therefore require a larger percentage of your budget.

Ultimately, there is no right or wrong percentage to allocate to marketing for a trademark. Your marketing budget will depend on your unique business needs, goals, and audience. However, by considering these factors and conducting thorough research, you can develop a marketing budget that is both effective and sustainable.

Let's dive deeper into the factors that can influence the right percentage to allocate to marketing for a trademark.

  1. Industry benchmarks: Industry benchmarks are a great starting point when determining how much to allocate to marketing. These benchmarks can be found through industry associations, reports, or even by looking at your competitors' marketing budgets. However, it's important to remember that benchmarks are just a guide and may not be applicable to your specific situation.

For example, if you operate in a highly competitive industry with a lot of noise, you may need to allocate a higher percentage of your budget to marketing to get your brand noticed. Conversely, if you're in a less competitive market or have a strong reputation, you may be able to allocate less to marketing.

  • Business size: The size of your business is another important factor to consider. Smaller businesses may need to allocate a higher percentage of their budget to marketing as they're likely still establishing their brand and need to generate awareness. On the other hand, larger companies may be able to allocate a smaller percentage of their budget to marketing as they already have an established customer base.

However, it's important to note that larger companies may also have more complex marketing needs and may require a higher budget to maintain their brand's reputation.

  • Marketing goals: Your marketing goals will also impact the amount you should allocate to marketing. If you're launching a new product or service, for example, you'll likely need to allocate more to marketing to generate awareness and interest.

On the other hand, if you're focused on maintaining brand awareness or building customer loyalty, you may be able to allocate less to marketing. For example, a company with a strong brand may only need to allocate a small percentage of their budget to marketing to maintain their brand's reputation.

  • Target audience: Your target audience is also an important factor to consider when determining your marketing budget. Different audiences respond to different marketing channels, and some channels may be more expensive than others.

For example, if you're targeting a younger audience, social media and influencer marketing may be more effective and cost-efficient than traditional advertising. Conversely, if you're targeting an older demographic, print or television advertising may be more effective. In conclusion, there is no one-size-fits-all answer to how much to allocate to marketing for a trademark. The amount you should spend on marketing will depend on a variety of factors, including industry benchmarks, business size, marketing goals, and target audience. By carefully considering these factors and conducting thorough research, you can develop a marketing budget that is both effective and sustainable for your trademark.

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