In every business, promotion and being within reach of possible customers is perhaps one of the major factors for growth and success in winning customers. So many experts have written about how to be successful in business. Between the skills and a hunger that few in the field have these days, it is necessary to be as close to your audience as possible, and one effective way of doing this, is through investing in a winning marketing campaign. You may also see proposal samples.
Every day you think of a marketing proposal that would gain the best results for your company or client and every day you seem to get rejected because people think it wouldn’t go anywhere near the real deal. Also, it’s not very often that you get to work with an ideal client. If you are a marketing consultant, you can use the following elements for writing your next campaign proposal:
1. Market Research: Research is the backbone of a marketing strategy, plan, or proposal. It’s also an important part of an overall business strategy, especially if you have plans for growth and expansion, or if you simply want to improve your consumer base and gain more profit. Do your legwork and find out more about consumer buying habits in your industry, market rise or decline, market size, competition and current industry trends.
2. Target market: A well-written marketing proposal for an ad campaign includes a well-designed description, identifying who your potential customers are. Additionally, you may want to propose at least two levels of segmentation. For instance, a child care specialized business might target both preschoolers and toddlers aged 2-4, targeting busy parents who lives in the area.
3. Positioning: How do the market see your brand? For instance, if you own a book shop, do customers consider your store as a the place to go for finding rare collectors’ editions of classic literature or is it more of a one-stop bookstore for finding everything a buyer might want to get from the latest New York Times’ bestsellers to Penguin Classics, journals and other stationary materials? The market will see you based on how you position your business. If it’s a client you’re doing this for, include points on how you plan to develop their brand identity in your proposal.
4. Competitive analysis: You need to know who your competitors are and how your products and services are different. What is the price point at which your competitors are selling, and what segment of the market are they aiming to reach? Knowing the ins and outs of your competitors will help you better position your business and stand out from the competition.
You’re confident that your proposal would get the business the results it wants but they read it and decide it’s not good enough then tell you to either sort it out or they move on to another consultant. In sheer desperation, you would want to know what went wrong. Here are some steps you can follow in writing a proposal for a competitive marketing campaign that no client will say no to:
Focus on the client’s/business’ needs: A businessman would obviously want to know bout your experience, achievements and expertise before they consider your proposal but your credentials, no matter how colorful they are, shouldn’t make up the main part of your proposal over what the business needs. They may be necessary, but they won’t tell much about the value you can bring to the table. Shy away from detailing your demands and focus on what your client needs.
Make your points clear: Business proposals are professional documents that demands clear, concise and effective writing, which means jumping from one idea or topic to anther without proper transition and the lack of logical sequence won’t appeal to anybody who knows what they want. Even if you’re able to follow through your proposal’s talking points, weak statements will not make an impact and the client won’t finish reading it. What happens then? It ends in the trash.
Stay on course: Your ideal customer will have zero tolerance for details that aren’t relevant to the pain they are looking to solve. This logic also applies to unfounded ideas throughout the business proposal.
Present your marketing plan: When creating a marketing plan for your proposal, it is important to use a clear language. The main objective is to present all the points in the way that will suit everybody. Don’t use too many details or facts, focus on the key moments.
Keep it simple and concise: Your document may have every intention to make a serious business proposal but a document rife with jargon legalese and a tone that comes off as too formal, your client will lose interest in reading it. Even CEOs and managers are human. You have to reach out to them in a friendly manner while maintaining professionalism, and describe your plan for the marketing campaign in simple terms. It’s also important to keep the proposal as short as possible so that the client won’t be bored by long copy.
Winning marketing campaigns don’t get to happen overnight. They have to be planned carefully and that includes making sure that the proposal has got the company’s goals, mission statement and priorities considered in the proposal. Here are additional tips to nail a great proposal:
For the record: You can use templates of different business proposals on the internet and the ones included in this article but you still have to customize them according to your client’s needs. The main points you’re going to discuss should generally be the same. Consider your template as an outline or a guide containing these points so you don’t have to keep coming up with them the next time you need a proposal submitted.
The main rule: A proposal should come with a basic marketing plan but be careful not to overdo it. Share your ideas and thoughts on how you have a betetr proposal for a marketing campaign than that of other candidates and how you plan to touch base with the target audience. Your expectations from the project also matter: be upfront, and you will likely eliminate clients who aren’t a fit for your business.
Depending upon the type of product or service you have, choosing the right marketing campaign strategy which comes with a well written campaign proposal to complement a business can give your company or client a strong foothold in the marketplace and help ensure its success:
Cause Marketing Campaign Proposal: This is a form of indirect marketing which is related to a social issues or causes. It’s where nonprofits and charity organization’s campaigns fall under. A company advertising products as being friendly to the environment for example, also uses this marketing proposal. The goal is to rely on public conscience or social consciousness for society’s pressing issues.
Relationship Marketing Campaign Proposal: Some companies wants to use a strategy to reach their audience by placing emphasis on customer satisfaction and the company’s appreciation for the customers’ loyalty. This often comes with a proposal to offer discounts or exclusive promotions to current customers.
Niche Marketing Campaign Proposal: The purpose of a niche marketing plan is to reach a target audience that has been forgotten or to offer products or services with a limited audience.
Make it diverse. That way, you get to reach a wider audience, producing campaigns with the right touchpoints that will surely grab the right kind of attention towards your products or services. Break through the mold when promoting your business and a well-written proposal will help do the job for you.
If you define your goals properly and align your campaign with those goals, the over-arching marketing plan should cover all of your business activities.
The best marketing campaigns takes proper planning and comprehensive research as well as strategies that are aligned with short and long-term business goals. Otherwise a less successful campaign is set to miss out on the core planning element required to put together a campaign that wins the target audience. You can try proposing a landing page, site improvement, print materials that targets the working class or email but if there is no collected effort, a haphazard and disconnected plan will fail to make an impact. Make your proposal count.