A marketing proposal should include a detailed plan to resolve a current situation or problem, financial information, and a clear understanding of the market and business objectives. It typically begins with an executive summary, followed by an introduction, proposed solutions, and financial projections.
Writing a marketing proposal involves discussing your current situation or problem, including a detailed plan for resolving the problem and detailing financial information. Initiating a marketing proposition requires a clear understanding of the current market situation and business objectives. A marketing proposal should be clear, concise and filled with verifiable facts to support the solution being offered. A marketing proposal is typically 10 to 14 pages, but can vary significantly depending on the type of business and the complexity of the situation.
A marketing proposal typically begins with an executive summary. Usually only one page long, this section should directly address the purpose of the marketing proposal and summarize the main points of the plan. The executive summary needs to grab the reader’s attention and get them to read the rest of the marketing proposition, or at least give them a basic understanding of what the strategy is without having to read further.
The introduction generally follows the executive summary and includes a detailed analysis of the current situation and why this proposal is needed. Depending on what is proposed, it could mean doing a competitive analysis or providing statistics on how the current marketing strategy is ineffective or could be improved. The goal is to make sure the reader has a clear understanding of why the proposition is important and lay the groundwork for the proposed solution.
Proposed solutions to the company’s problem are usually addressed later. Each idea must be presented carefully so that the reader understands how it directly or indirectly solves the problem at hand. For example, if you are proposing to invest in a Super Bowl commercial slot, company executives need to understand how this investment will not only help increase sales, but also how it will enhance the company’s branding. For each idea, goals and results should be presented. All goals should include quantifiable results so that management can track the success of the campaign and determine if changes need to be made.
The final section of a marketing proposal is commonly devoted to financial projections and budget estimates. Although it is not always possible to give precise numbers, the estimates can give the reader an idea of what the implementation costs of the proposal would be. Estimates should be realistic and supported by verifiable fact or historical data. When estimates are used, notations of how the estimates were arrived at should be included so that the reader can understand the basis of the numbers.
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