OKALOOSA COUNTY SMALL BUSINESS MARKET STUDY

Evaluating Marketing Service Value, Retainer Structures & Return on Marketing Spend (ROMS)

Local Business Owner / Executive, Small businesses are the core driver of Okaloosa County's commercial economy. However, local owners operating on tight margins often face significant financial uncertainty when investing in commercial marketing services, frequently committing to fixed monthly retainers without clear visibility into their direct Return on Marketing Spend (ROMS).

WHY THIS STUDY MATTERS TO YOUR BUSINESS: This independent market study evaluates how commercial marketing agency pricing structures, fixed retainers, and reporting metrics impact small business growth and cash flow across Okaloosa County. Your participation will help establish anonymous, transparent regional benchmarks that empower local owners to negotiate higher-value marketing contracts and reduce operating risk.

CONFIDENTIALITY & ETHICS GUARANTEE:

100% Anonymous & Confidential: Your individual responses will never be linked to your business name, brand, or personal identity. Data is aggregated strictly at the county-wide industry level.
Pure Market Research Pledge: This is a strict academic and economic study (in full compliance with the ICC/ESOMAR International Research Code). It is NOT a sales pitch, and your contact information will NEVER be shared or sold.
Fast & Concise: This survey consists of a series of straightforward questions and takes less than 4 minutes to complete.

Thank you for contributing your vital insights to Okaloosa County's commercial business ecosystem!

QUESTION 1: Location of Operations

Select the primary jurisdiction where your core business operations, executive office, or main client delivery activities are based.

North Okaloosa County (Crestview, Laurel Hill, Baker)

South Okaloosa County (Fort Walton Beach, Destin, Niceville, Valparaiso, Shalimar, Mary Esther)

Regional / Adjacent County (Walton, Santa Rosa, Bay, Escambia)

National / Out-of-State

QUESTION 2: Primary Industry Classification

Choose the NAICS code most aligned with your organization. (Select ONE)

NAICS 23: Construction

NAICS 31-33: Manufacturing & Trades

NAICS 44-45: Retail Trade

NAICS 52-53: Finance, Insurance & Real Estate

NAICS 54: Professional, Scientific & Tech Services

NAICS 56: Admin & Support Services

NAICS 62: Healthcare & Social Assistance

NAICS 71-72: Arts, Entertainment, Food & Hospitality

NAICS 81: Other Personal & Commercial Services

QUESTION 3: Annual Gross Revenue

QUESTION 4: Active Marketing Channels & Service Types Utilized

QUESTION 5: Marketing Compensation & Retainer Structure

B. Current Monthly Commitment (Select ONE)

Under $1,000/mo

$1,000-$2,499/mo

$2,500-$4,99/mo

$5,000+/mo

QUESTION 6: Objective vs. Reporting Disconnect

QUESTION 7: Return on Marketing Spend (ROMS)

What is the Return on Marketing Spend of your organization? (Select ONE)

Quantified Positive ROMS (>2x net return)

Marginal Positive ROMS (1x–2x net return)

Break-Even / Unquantifiable (Reach reported, but sales impact unknown)

Negative ROMS (Retainer costs exceed generated revenue)

Unmeasured (No tracking system in place)

QUESTION 8: Operating Margin Risk & Cash Flow Impact

How heavily do marketing retainers and fees affect your cash flow or margins? (Select ONE)

High Risk (Threatens cash flow/profitability)

Moderate Risk (Creates budget friction)

Low Risk (Minimal financial impact relevant margins)

QUESTION 9: Account Churn & Friction Drivers

Which primary friction point your organization is experiencing? (Select ONE)

QUESTION 10: Future Budget Allocation & Contract Realignment

Over the next 12 months, how do you plan to adjust your external marketing budget and agency contract terms?

A. Overall Marketing Budget Intent (Select ONE)

Increase Spend: Expand external marketing budget.

Maintain Spend: Keep external marketing budget flat.

Decrease Spend: Reduce external marketing budget due to margin constraints.

Eliminate Spend: Reallocate all external marketing spend.

B: Contractual & Strategic Realignment (Select ALL that apply)

Demand Performance Models: Require contracts tied to verified leads, milestones, or sales.

Transition Operations In-House: Reduce agency scope and build internal marketing capability.

Outsource Out-of-County: Pivot budget to regional or national digital platforms/agencies.

Restructure Retainers: Negotiate lower fixed monthly retainers or shorter commitment terms.

Maintain Current Arrangements: Keep existing agency contracts and retainer structures unchanged.