Bradley HamnerFounder, BlueprintOS · Founder - Above the Business & BlueprintOS

Episode 554 is Live!

Name: Episode 554 is Live!
Uploaded: 2026-04-03T18:39:22+00:00
Duration: 50 s
Channel: Bradley Hamner
Description: In this segment, the speaker advises businesses on how to allocate their marketing spend between direct‑response tactics and branding activities. They…

3 Apr 2026 · 1 min

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In this segment, the speaker advises businesses on how to allocate their marketing spend between direct‑response tactics and branding activities. They suggest that companies focused on growth typically allocate about 75% of their budget to direct response and 25% to branding, but as a business seeks to establish a local presence, the split shifts toward more branding—such as TV spots, billboards, vehicle wraps, and promotional materials—potentially moving to a 60/40 ratio. The speaker recommends never dropping below a 50/50 balance, arguing that at least half of the budget should remain in direct response to sustain growth while the other half supports brand building.

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The more that you want to grow, the more you're typically going to see money spent in direct response. To give you just a broad, uh, kind of percentage allocation— and it's a little bit different for each business, there is some nuance involved in this— but you're going to typically look at about 75% in direct response, 25% in branding. The more that you begin to kind of want to establish yourself, especially as a local business, the more you'll start seeing money shift over into more branding efforts, more TV spots, more billboards locally, more promotional materials, wrapping of vehicles, things of that nature. And so you may start seeing a shift of 60/40. My personal recommendation is you probably don't want to go below a 50/50 split, 50% of direct response, 50% in branding.