A marketing proposal should be clear, concise and full of verifiable facts that support the solution being offered.
Writing a marketing proposal involves discussing the current situation or problem, including a detailed plan for solving the problem and detailed financial information. Initiating a marketing proposal requires a clear understanding of the current market situation and business objectives. A marketing proposal should be clear, concise, and packed with verifiable facts that support the solution being offered. 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, this section should directly address the purpose of the marketing proposal and summarize the main points of the plan. The executive summary needs to capture the reader’s attention and entice them to read the rest of the marketing proposal, or at least give them a basic understanding of what the strategy is 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, it could mean doing a competitive analysis or providing statistics on how the current marketing strategy is ineffective or can be improved. The aim is to ensure that the reader has a clear understanding of why the proposal is important and to set the stage for the proposed solution.
Proposed solutions to the company’s problem are usually addressed below. Each idea must be presented carefully so that the reader understands how it directly or indirectly solves the problem at hand. For example, if someone is proposing to invest in a Super Bowl ad slot, the company’s managers must understand how that investment will not only help increase sales, but how it will help improve the company’s brand. For each idea, objectives and results must 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 typically devoted to financial projections and budget estimates. While it is not always possible to provide precise figures, estimates can give the reader an idea of what the costs of implementing the proposal would be. Estimates must be realistic and supported by verifiable facts or historical data. When estimates are used, notes of how the estimates were reached should be included so that the reader can understand the basis of the numbers.