How To: Get Your Crazy Marketing Ideas Into The Budget

By Carrie Tylawsky

There are a few things that tend to inhibit brands when they're looking to launch a new marketing effort. Sometimes it's scale - you want to do this, but you already have ten million things on your plate. Sometimes it's restrictions, like it goes outside the legal boundaries of what you can do for your brand or for the marketing channel. Yet often, it's getting your concept as a line item in the budget and keeping it there after all the reviews (and re-reviews). So how do you do this?

  1. Establish a champion. If this is something new you're going after, one person should ultimately be in charge so that decisions can be made and all those internal hoops can be jumped efficiently. This person should have the passion and drive that will force people to stop and listen to them. At the end of the day, when an idea is submitted that had a strong leader at the forefront from the beginning, it will be consistent in voice and tone as well as clear in expectations and deliverables.
  2. Start with the ending. We all know that, as marketers, our jobs are ultimately to impact your brand's bottom line objectives. That means that at the end of the day, the results are going to be the most important. When you're pitching your idea or submitting a proposal, start with a clear outline of those goals (with the appropriate metrics) and build your presentation to relate directly to how your ideas will change those numbers.
  3. Present it to numerous departments. Oftentimes, departments get silo-ed at an organization and don't end up thinking about how their idea might relate to customer service, to distribution, or to the sales team. Prior to presenting, get feedback and thoughts from other employees so you can ensure your idea demonstrates how it will prove company-wide positive impact.

What do you do when you want to make sure you get the green light on a new project? Share your thoughts in the comments below!