If I believed there was a real ROI by going over budget, I certainly would.

I exceed when needed. There are times when listings slow down and you need to pick it up. There is times things are red hot and sell so fast you need more to sell. I like to review monthly and adjust as needed. What works, what isnt and change accordingly

Budgets are guidelines for me. Life happens.

Absolutely will exceed the marketing budget to increase business.  In fact, I am doing that now.  Will it work? We shall see. 

If I get a high end product I will spend more

You might have to fudge a bit depending on the circumstances. Maybe sell a few more in an area & do an extra mailing, etc.

Yes... often there are marketing opportunities beyond the planned budget. In fact, I would say it's a common and frequent occurrence. Got to keep flexible.

  Is there a good chance of seeing a return?   Then go over.   If it's a crap shoot, pass on it.

I don't budget in the sense of I have a certain amount set aside for advertising/marketing Barbara Todaro but I don't let it deplete my reserves either. If I think something is a pretty sure bet I go for it if the only way it effects my work load is to write up offers.

We establish a budget but adjust as needed due to market fluctuations or to take advantage of additional opportunities. 

I stick with my budget, given it's pretty mathematically predictable based on projected growth using last year as a baseline. It prevents "shiny object syndrome bankruptcy".

I actually now budget for overage in marketing! Yes, I budget my 'normal' and then add some cushion because for years, I found myself going over each and every year!

Now, when I hit the limit, which is rare, I'm done until January 1!

2007,2008 & 2009 took my comfort level far beyond the normal parameters. It's like they say: "When business is good you should advertise. When times are bad you must advertise"

I have been pretty good over the years staying within budget. Have exceeded budget a couple of years when I could justify the return.

If what I was doing was working, and more would work better, yes.  If it's just another cold call, latest widget, got to have system, no. 

Budget varies. 

I have never been good with marketing budgets.

Yes unless no and no unless yes.
Unless yes or no.
Sometimes it costs more to get the results that you want.
You can only project a budget for each project.
Hopefully you come in under.
LOL, it's a lot like life!

I stay within my budget. I am happy with the business I have and I don't believe it will increase my business. I am in the RBC bank, hockey arena and news papers. I use to do postcard/flyers every couple of weeks I have cut those out and my business has not changed. I find most of my business comes from referrals.

I set a budget that does not go down but usually goes up as needed!

Depends on the opportunity presenting itself.

Our marketing department has a budget of about $75K a month...

Yes, if I believe it is necessary.

I spend very little on mktg, mostly my time on the net, which I often exceed the budget on.

Barbara,

It depends, and we are always looking for opportunities. A

I stick to my budget but if something comes along I am willing to shift categories.

if something works... increase it! 

I would suggest considering this: Marketing is a marathon, not a sprint. It is going to take time for you to establish yourself in your marketplace. Based on that, it is critically important that before you increase your budget, you take an honest look at what that may do to your overall ability to continue marketing yourself in the future. 

For instance, if you just started a brand new campaign in a neighborhood, I'd suggest that it will take minimum 6-8 months to establish yourself in the minds of homeowners. Based on that, let's say it's now month 2. If you take a hard, honest look at your budget and you can see that without a big result from the extra cash outlay, you are going to be really lean, trying to cover your marketing in months, 5-8, then I'd say don't.

The most important thing in starting any new marketing campaign is making sure you have some sort of measurment/analytical capabilities in place, so you can make educated decisions. When you have a firmm grasp on the outcomes of your marketing efforts, rather than spending more to try something new, you can divert funds from a flailing marketing initiative, to the one you want to beef up. The net change in expense to you will be zero that way :)

Like you Barbara Todaro we have an unlimited budget and we sometimes exceed it. 

In my business model I get sponsors to take care of overage.

We have on many occasions exceeded our budget. We do what we need to do to keep our business successful.

I rarely exceed my budget.

I just sponsored a Next Door.com Zip Code that wasn't in the budget

It's tempting to spend more, but I set a budget and stay within it. I do try different things to see what works, so my commitment is not so lengthy that I can't change courses somewhere within the year.

It all depends on how my year is going but for the most part I stick to my budget...

Barbara Todaro - If some of the marketing works, I do spend more money there!

We have remained within budget for years. We even reduced expenses two years ago and exceeded income. -K

Mailing is expensive. W/o marketing one always wonder if he missed out something. The die hard agents brings 35,000 cards every 2 weeks.

Though I'm in a different industry, my marketing expenses has been gradually increasing, and it has been paying off!

I make adjustments generally every 60 days based on return.  I don't expect a return immediately though, I give everything a 12 month test period before I cancel unless I'm not getting the service I expect.   But I have used things for years before and tracked them going right in the toilet and after a period of decline I will generally re allocate those funds to something different.  I do keep track.

If I think that is going to be a benefit for spending more that I planned, I am willing to do it.

My budget goes up as my income does I try to stay within a percentage based expenditury Barbara Todaro  how do you do yours?

As you have said often --- you have to invest financially in your business.  I send out mailings when needed.