Marketing Budget Calculator
How much to allocate to brand vs. performance?
Goldilocks would say ‘Get the balance just right.’
As marketers, we do two things at the same time. We drive short-term sales and build long-term brands. Getting the balance just right is not easy.
Extensive studies by Les Binet and Peter FieldOpens in new tab found a 60:40 budget split (60% brand marketing, 40% performance marketing) is most effective. But here’s the kicker - the ratio is fluid and changes depending on variables such as the category, size, and lifestage of the brand.
It sounds complex, and it is - so we've created a calculator that factors in the unique variables of your brand (we need your help with that) and then crunches all the data to give you an optimal budget split ratio. You’re welcome.
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Tracksuit's calculator is helpful for us to understand and use the methodology for Kernel’s ideal marketing budget split. With these results and data, we can be more confident in advocating for additional brand building campaigns.Christine Jensen, Marketing Manager at Kernel
