A marketing proposal should include a clear plan to resolve a problem, financial information, and be concise and filled with verifiable facts. It typically starts with an executive summary, followed by an introduction, proposed solutions, and financial projections.
Writing a marketing proposal involves discussing the current situation or problem, including a detailed plan to resolve the problem and detailed financial information. Starting a marketing proposal requires a clear understanding of the current market situation and objectives. A marketing proposal should be clear, concise, and filled with verifiable facts that support the offered solution. A marketing proposal is usually 10-14 pages long, but can vary significantly depending on the type of business and the complexity of the situation.
A marketing proposal usually starts with an executive summary. Typically just one page long, this section should directly address the objective of the marketing proposal and summarize the main points of the plan. The executive summary needs to capture the reader’s attention and motivate them to read the rest of the marketing proposal, or at least provide them with a basic understanding of what the strategy is all about without having to read further.
The introduction usually follows the executive summary and includes a detailed analysis of the current situation and why this proposal is necessary. Depending on what is being proposed, this 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 ensure that the reader clearly understands why the proposal is important and to set the stage for the proposed solution.
Proposed solutions to the business problem are usually discussed below. Each idea should be presented carefully so that the reader understands how it directly or indirectly solves the problem at hand. For example, if someone proposes to invest in ad space in the Super Bowl, the company’s managers need to understand how this investment will not only help increase sales, but how it will help improve the company’s brand. For each idea, the objectives 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 usually devoted to financial projections and budget estimates. While it is not always possible to provide precise numbers, estimates can give the reader an idea of what the costs of implementing the proposal would be. Estimates must be realistic and backed up with verifiable facts or historical data. When estimates are used, notes of how the estimates were achieved should be included so the reader can understand the basis of the numbers.
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