How to Submit a Marketing Idea

Marketing ideas are directly related to business objectives. Products and services promoted by the marketing idea can be existing and well-known or can be derivatives, spin-offs or wholly new. Putting the marketing idea into a well-thought-out plan is essential to communicating the idea properly. Successful implementation of the marketing idea requires the early engagement of the company's executives, managers, supporters and potential investors. Submitting a marketing idea through the right presentation format and to the right people is key.

Back up all information with sound and provable research to demonstrate a thorough understanding of the product/service and its marketplace.

Write an executive summary after creating the marketing proposal. Summarize the proposal using data and facts that have meaning to those who might invest in the idea. Summaries are read first, decisions are then made to read further or to reject the idea. The plan itself may never be read, but the idea must be written in order to write the executive summary.

Create a presentation that focuses on an expanded version of the executive summary. Summarize marketing objectives and company priorities regarding the product or service, description of the current product or service environment, niche and sustainable competitive advantages, the target market, pricing and promotional strategies and implementation.

Write a marketing proposal. Include a description of the target market, identification of the competition, a description of the product or service, a marketing budget, a description of the product or service location and how it is viewed by the customer, retail pricing strategy and a promotional strategy and implementation plan.

Design appropriate presentations for each group identified. Include charts, photographs and research that supports the marketing idea. Consider the appropriate format---slide presentation, multimedia presentation, computer---and the time limit available for the presentation. Consider the range of questions that might be asked during and after the presentations and prepare answers.

Identify to whom and how the idea should be submitted.

Difficulty: Moderately Challenging