Laura Baker of Weed Man on brand versus performance spend, the 60-40 split she has never quite reached, and the cheap diagnostic that makes the case for brand.
Laura Baker, Chief Marketing Officer at Weed Man, on brand versus performance spend, and why the argument is usually lost before the numbers are even discussed.
Weed Man is North America's fastest growing franchised lawn care company, serving more than 775,000 customers across 1,000 territories.
In this conversation with Mike Liwski:
• Why performance activity gives you a bump that fades, and brand gives you a line that climbs
• The 60-40 split from a UK study of top brands measured over 50 years
• Her honest admission that she has never reached it
• Comparing your branded search volume against competitors, a diagnostic anyone can run
• Running a brand pilot in a few markets and expecting nothing in year one
Her point is not that performance marketing is a trap. It is that brand is what makes the lower funnel cheaper later, so cutting it to protect this quarter quietly raises the price of every quarter after.
Listen to the full episode: https://www.theblisspodcast.com/marketing-with-purpose-kit-turning-marketing-into-a-revenue-engine-1/
More from Laura Baker: https://www.theblisspodcast.com/guests/laura-baker/
More from the series: https://www.theblisspodcast.com/categories/marketing-with-purpose-kit-series/