2013 Marketing Budget: £100k to spend – what would you do with it?

Every business will have a different answer to this question and I suspect even within businesses there would be many different answers and approaches. I’d love to hear what you would do with £100k but to kick things off, here’s how I’m proposing to spend £100k+ in 2013:

100k marketing budget

attacat’s 2013 marketing budget

You’d probably expect me to split my budget between the usual facets of online marketing: SEO, PPC, social etc. Actually, they’re lower on my agenda then you might anticipate, and really only come into the mix as a by-products of other activity.

Given our position as online advocates you may also expect me to laugh at offline and traditional marketing. But I don’t. While you won’t find us advertising on the Chamber of Commerce wall planner I’m not adverse to us doing some offline work that compliments what we are doing online, even if it may be 2014 before we get there.

You probably hadn’t expected my marketing budget to look something like this:

January 2012 Graduates

 

Yep – Essentially my budget is time and internal resources.  More specifically it’s something like this:

  • 1 x technical writer
  • 1 x graphic designer
  • 1 x software/web developer
  • 1 x large chunk of time from the rest of our team
  • 1 x sprinkling of PPC, social advertising and web hosting as the over-run budget.

what will we do with these extra folk?

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We will be investing in things that will add value to our clients and prospects
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Our aim is for our own marketing to become our best case study instead of the lame duck that we haven’t had the time to address. After all, if we are going to encourage our clients to take ambitious steps and do things differently we need to show that we value that advice enough to do it ourselves.

Arguably much of what we will be doing is product development and evolving our business model, but at the heart of the strategy is to do things that add value and are noteworthy; that will encourage people to talk about us without us asking.

We promise it’s not a vanity thing – we just firmly believe that in 2013 being noteworthy is a prerequisite for success.

Being who we are, our approach will be more about being useful than being funny, shocking, do-goody or even “thought leadershipy” (though who knows we may do some of that on the way). Certainly you can expect to see more freebies – along the lines of our somewhat-unloved resources section – including many more supporting materials for our clients and partners. Large portions will be available on a non-commercial basis, all of which we expect to add value to non-clients and clients alike.

feel the benefit

If you want enjoy these freebies as they appear and evolve please sign-up for our currently-somewhat-drab-but-to-be-reformed newsletter. Things aren’t going to change overnight but I certainly plan to look back next Christmas at an organisation that has evolved significantly. After all Mrs. Barlow requires it…

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meet said marketing budget

So without further ado, it gives me great pleasure to introduce the five newest recruits to the Attacat team (with a large hat tip to John Harkins and Lucy Everett, and of course the members of the existing Attacat team who sat through 50 interviews with me and sifted enough CVs to run a recruitment agency):

  • Charlie Ward (profile) – 1 x technical writer and organic marketing type
  • Danielle Malinen (profile) – 1 x graphic designer to bring life to all our marketing
  • Chelsey Fenn (profile) – 1 x software/web developer who will try to make us a lot more efficient (and to help us with software and web devs)
  • Michelle Cochran (profile) and Lara Fraser (profile) – 2 x latest recruits to the PPC team to add that “large chunk of time from the rest of our team”

That now takes us to a team of 14 with a little more ‘balance’ than before. Ladies, it is a pleasure to have you on the team.  And isn’t it a relief that your welcome photo is not quite as cringey as this one).

But then again we’ve always got this one if we need it 🙂

Attacat Graduate Intake January 2013

where would your money go?

£100,000 may be a lot of money to you or just a drop in the ocean (you can reach me at all hours on ….).  You may have very proven approaches you want to continue, or perhaps you are in the mood to try something different? Either way I’d love to hear how you would spend £100k+ in the comments below.

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7 thoughts on “2013 Marketing Budget: £100k to spend – what would you do with it?”

  1. Claire says:

    Great to see the spend going on long-term investment in the form of paid positions. The girls look properly chuffed!

    So much better to go this way than any advertising route 🙂 Nice one Attacats, nice one.

  2. Attacat Tim says:

    Thanks Claire. Don’t get me wrong though, I’m not anti-advertising, far from it – I’m actually very pro it but the base needs to be right first before scaling up using advertising. When the bees start to show real interest we will then advertise to create the swarm.

    For now though it is very rewarding to be able to offer some good jobs to good people

  3. Happy New Year Tim,

    I like the approach that you have taken, and I am sure you will see a great ROI.

    I am currently working with 3 clients who hope to have 100k budgets if they raise the finance they need and all 3 of them will have significantly different plans as their industries are very different.

    There is one thing that stays consistent though, a joined up strategy with clear objectives and milestones as well as regular reviews and opportunities to move budget if routes aren’t proving as successful as envisaged.

  4. Claire says:

    Tim, as a long-time lover of all things ad, I am totally with you on that front. I just think it’s really refreshing to take this angle and invest in people and skills rather than something like press ads or whatnot 🙂

  5. Attacat Tim says:

    Hi Craig, HNY2U2!

    Absolutley, I’d refine that description though to “joined up strategy….to be unique and add value to clients and prospects…with clear objectives and milestones”

    Perhaps the “adding value” is the most important part of that

  6. Brilliant solution: the bean-counters tend to strip out people and leave the buildings. But have you ever met a building that will add personality to your business (literally and metaphorically), extend skills, delight clients, develop new offerings to promote, impress people and attract/extend new business?
    As you’ll cover off the online promotion and social media in-house, my only other suggestion is a small networking budget to spread the love out there, forging/cementing relationships and word-of-mouth, spent on the people who like socialising and delivering talks/ seminars/ workshops/ presentations – all of which give you ancillary lo-cost PR opportunities.
    Well done you for generating livelihoods for five bright people – what a great start to 2013.

  7. Anna White says:

    I agree with your “joined up strategy”. My aim is to make everything go in a circle this year – lots of good marketing going on but each bit should link better to the next. And yes to become even more uniquely tartan with clear messages of our “added value”. Look forward to meeting the new team on Friday. The best thing about my business is definitely the team!

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