Marketing budget benchmarks and allocation

In this episode of the Startup CPG Podcast, host Daniel Scharff reunites with fractional CMO Janice Greenwald to tackle the most frequently asked marketing questions from the 33,000+ member Startup CPG Slack community. From social media strategy to packaging design, PR investment to budget allocation, Janice brings 20 years of CPG marketing experience to answer the real questions early-stage brands are asking.

Janice breaks down the multifaceted nature of social media—it's not just posting photos, it's content creation, graphic design, copywriting, influencer outreach, brand partnerships, and potentially paid media. She shares why small agencies can sometimes offer better value than freelancers through economies of scale, recommending specific partners like Steph Nash Marketing for creative content and Gawronski Media for paid ads. The conversation challenges conventional wisdom around investing in social media and PR at launch, with Janice emphasizing that these are long-term brand-building tools, not immediate sales drivers—and why 60-70% of your marketing budget should focus on velocity if that's your primary objective.

Throughout the episode, Janice shares hard-earned lessons from the trenches: packaging structure mistakes at Sabra that cost hundreds of thousands in custom molds, why chip brands need air-filled bags to compete on shelf presence, how to maximize shelf space by actually measuring retail dimensions with a tape measure, and why you should always design beverage packaging for the side that will be merchandised (not the pretty side). She discusses the "rule of sevens" for brand awareness, explains why PR is better suited for investor and buyer visibility than consumer sales, and reveals her philosophy that specialists working fractionally often deliver better results than generalist full-time hires at similar costs.

Whether you're allocating your first marketing budget, choosing between agencies and freelancers, designing packaging that actually works on shelf, or deciding if social media and PR are worth the investment, this episode delivers honest, tactical guidance from someone who's made the mistakes so you don't have to.

Listen in as they discuss:

• The hidden complexity of social media: content creation, copywriting, community management, influencer outreach, and paid media aren't one person's job
• Why small agencies can beat freelancers: economies of scale when photographers run multiple brands through the same seasonal sets
• Should you invest in social media early? Yes for brand building, but balance with velocity-driving tactics based on your budget
• The 10% rule: most brands allocate around 10% of net revenue to marketing (excluding trade spend), though startups may invest more upfront
• PR for early brands: better for investor/buyer visibility than consumer sales—don't expect immediate ROI from lifestyle press
• Trade publications you can pitch yourself: reach out directly to Bevnet, Nosh, Food Navigator writers without an agency
• Packaging structure mistakes: the Sabra salsa bowl that didn't merchandise well and the lettuce container that couldn't pack out a case
• The chip bag paradox: you need air to compete visually on shelf even if it feels wasteful

Episode Links:

Janice Greenwald
LinkedIn: https://www.linkedin.com/in/janice-greenwald-marketing-consultant/

Startup CPG Newswire: https://startupcpg.com/newswire 

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (30K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics