📓 Strat Stack Snack Pack
Here’s what I’m stocking my strategy toolkit with to kick off the new year.
Start every strategy by answering this question (~15:22):
Are you trying to capture demand or are you trying to create demand?
Use a go-to starting budget breakdown that aligns with the answer.
The Marketing Against the Grain guys that asked that question recommend the following, and it sounds good to me.
If you’re trying to create demand, go with:
- 60-70% creating demand
- 30-40% capturing demand
Or, even better when we can calculate it:
What % of budget do you need to spend capturing demand to hit revenue targets? The remainder goes to demand creation (branding).
But flip this when it comes to promo times, says Marketing Max:
- 30% spent daily on prospecting
- 70% spent daily on retargeting
- During heaving promo seasons (like Black Friday), use a 180 day retargeting window.
(This could also be your go-to if you’re just trying to capture demand with ads.)