Whether you are a part of a marketing firm reaching out to a potential client or you're responsible for the marketing strategy of your company, you will want to create an outstanding and competitive marketing proposal. Using the comprehensive
marketing proposal template provided here, you have the blueprint to build a marketing proposal which will get you results.
When designing a strong marketing proposal, keep in mind that quality always trumps quantity. A client may have many proposals to choose from, and they may shy away from lengthy, wordy proposals. Try and keep your thoughts concise and direct. Alongside the idea of quality, presentation is everything. Your proposal should be polished and free of any spelling or grammatical errors. Take the time to be very detailed as this ensures your marketing proposal looks its most professional.
Writing a Winning Marketing Proposal
Starting off with the Executive Summary section packs a powerful punch with your marketing proposal. This section will be the first part seen by the client, so use this opportunity to impress. The Executive Summary provides a clear outline of the entire project. Give the client an idea of what will be achieved through this proposed
marketing strategy. Clients are hiring you to do the work, so they are more often interested in results than in methods. Show the client what you can do for them. And don't forget to include photos to really show off!
Following up on the Executive Summary, the Credentials Section gives you the opportunity to brag about you and your credentials. If you’re part of a marketing agency, provide examples of past campaigns that have been especially successful. Clients love to know they are working with an agency that gets results.
Just make sure to do everything in context of showing that you can respond to your clients' needs. Give examples ofmarketing campaigns that achieved goals similar to those your current client has.
In the Situation Analysis section, you will demonstrate your excellent grasp of their situation and a vital understanding of the marketplace. Your client will want you to be a marketing expert, so show your skills and prowess with a fantastic situation analysis. Don’t be afraid to be extremely detailed here, as your expertise will be well valued. It is impressive when you can teach the client something new, even in your proposal. You may want to include unique perspectives or shocking statistics here, but always keep it relevant to the company and the matter at hand.
Getting it Done
Your marketing strategy is the meat and potatoes of your entire proposal. This is an extremely important part of the proposal itself, but also is the most important part of the marketing project itself. In theMarketing Strategy section, present the client with a well-defined and well-thought-out plan. As always, remain concise with your descriptions, but work hard to demonstrate the unique skills and methods you will employ with your strategy. Start off with an overall strategy that you can break down for the client into more specific points. This section definitely requires great organization. The important points should be obvious if a client is just skimming the proposal. Be comprehensive in your strategy, showing that you’ve covered every angle. Anticipate possible questions or concerns and address them directly. This will show the client that you have a tremendous handle on the marketing strategy and concepts, and they will feel confident in your ability to do outstanding work.
The Marketing Goals section gives you the chance to determine what you believe you are capable of. Defining the projected goals and outlook of the marketing strategy demonstrates your faith in the strategy and in the competence of your own work. Your marketing goals also give value and purpose to your marketing strategy, giving them a glimpse of the end result.
The Practical Side
The last few sections of the marketing proposal contain the practical information the client needs, including pricing, the timeline, and the terms and conditions. It’s wise to present these sections following the bulk of the proposal. This ensures that the client will most likely encounter the vital and persuasive information first. These practical sections can be expanded as needed for the specific requirements of your proposal. When creating these parts of the marketing proposal, maintain the same concise, professional tone of the previous sections. Make sure to include all elements of your intended pricing, timeline, and other conditions, as you don’t want to forget anything important before sending the completed proposal to the client.
If you heed the above advice as well as insert your own creative touch and style, you are sure to have a well-designed marketing proposal that stands a cut above the rest.
Photos: Flickr Creative Commons