What we know about low-budget marketing

Explores the current thinking and writing on the subject of low-budget marketing, a hazy category of marketing, WARC generally defines low budgets as $0-$500,000.

One major challenge for low-budget advertisers is to increase reach and mental availability. Brands with low budgets should focus on original thinking and creativity to generate fame beyond their means, while aiming to deliver Excess Share of Voice (ESOV). In terms of channel choices, brands with low budgets should get the most out of ‘owned’ and ‘earned’ media, and consider partnerships and influencers. Video of all kinds is highly effective, and even low budget brands can now aspire to TV.

Definition

There is no single definition for 'low budget', as media costs vary by market. WARC generally defines low budgets...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands