Getting Your Marketing Mix Right

When it comes to successful marketing, finding the right balance between long-term brand building and short-term marketing can be critical in growing your business. But how do you find the right balance? Let’s break it down and explore why investing in both areas is so crucial.

The 60/40 Rule

According to marketing experts, the ideal marketing mix often falls into a 60/40 split. Around 60% of  your budget should be spent on long-term branding, while 40% should be dedicated to short-term activation advertising.

Long-Term Branding: The Power of Memory

Long-term branding is about creating brand preference. It’s like planting seeds that will mature over time, leading to sustained growth for your business. When you launch an advertising campaign, only 5% of your target audience will be “in market” at the time, with the immediate intention of buying. The remainder are future buyers, and that’s why a branding campaign is so important. It’s not just about making a sale today; it’s about shaping how people think about your brand tomorrow, next week, and beyond. This type of long-term branding could include traditional forms of media (with the creative focused on a branding message) as well as sponsorships, webinars and influencer partnerships.

Short-Term Branding: Quick Wins

On the other hand, short-term activation advertising is all about driving immediate action to boost sales or drive traffic (call now, click to the website, download a demo). It’s perfect for pushing sales or getting a quick engagement from your audience. Short-term activations bring short-term business, but they don’t build the long lasting brand preference that consistent brand marketing does.

Finding the Balance

The trick lies in finding the balance that works for you. The 60/40 split is a great starting point, but it can be adjusted based on the specific needs and goals of your business. By combining both approaches you can create a marketing strategy that not only drives immediate sales results, but also builds a strong brand for the future.

At Admix Media we’re here to help you craft a marketing strategy that hits the sweet spot and drives both short-term results and long-term growth. Ready to optimise your marketing mix? Contact us today and let’s make it happen!