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Old 10-08-2009, 10:01 AM   #22 (permalink)
Din
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Re: Marketing your business

• In 2006 Coca Cola spent $1.893 billion worldwide up almost 8% from 2005. Spending in the US alone for 2006 was at $487 million. It was in the no. 12 spot and spends about 13% of net operating revenues on marketing.
-Advertising Age Magazine’s annual report on the top 100 Global Marketers,

Procter & Gamble is the number 1 Global Marketer. In 2006 with $8.5 Billion in expenditures on $68 Billion in sales: P&G spent 8% on marketing. P&Gs net sales in 2008 was $83 Billion and they increased their marketing budget. They averaged 10% on marketing over the past 10 years. “We invest more in innovation and marketing support than any other consumer products company”
-2008 P&G Annual Report

20% of your resources
-Laura Lake, About.com
http://marketing.about.com/od/market...tingbudget.htm

• the U.S. pharmaceutical industry spent 24.4% of the sales dollar on promotion during 2004.
-PhD candidate Marc‐André Gagnon, along with Joel Lexchin, a long‐time researcher of pharmaceutical promotion, Toronto physician, and Associate Chair of York University’s School of Health Policy & Management in the Faculty of Health.

$ If you market consistently, allot 10 percent of your gross revenue for marketing.
$ If you haven't marketed at all lately, allot 12 percent.
$ If you're very successful and don't need any more business, take it down to, say, 8 percent--and spend most of that on marketing to current customers.

-Celia Rocks, Author
Brilliance Marketing Management: Let Your Strengths Outshine the Competition



If you market to the public, you're going to have to spend more than if you market business-to-business. Though television, newspaper, and radio advertising can be expensive, it's often vital for the ongoing profitability of a retail store or local service provider. While the actual percentage will vary among businesses, it's common for a new or growing company to spend 10 to 15 percent of the year's anticipated revenue on advertising. As a business becomes better known, this percentage could be
trimmed. But when doing so, owners should monitor revenues closely every three to six months to see if reduced ad budgets result in reduced revenue.

B2B advertising is usually more targeted than business-to-consumer advertising and can make use of direct phone calls, lower-cost industry-specific journal advertising, highly targeted direct mail and catalogs.

In either case, it's important to experiment with the percentage you allocate to advertising. Don't be caught in the knee-jerk reaction: "I'd never spend 10 percent (or 15 percent) of my revenue."
-Distilling Ideas
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