This summary gives a brief overview of how you intend to reach your target audience and drive conversions. Here’s what you should include.

A marketing plan is essential when you are launching a new business or product, as it helps you outline your overall marketing goals. This plan guides your marketing activities, which can include building brand awareness, establishing your competitive advantage, growing your customer base and attracting new leads.

Marketing plans can be complex documents, because they provide a lot of detail about your overall marketing goals and supporting activities. That’s why it’s important to also write an executive summary for your marketing plan.

What is an executive summary?

As the name suggests, an executive summary provides a brief overview of your marketing plan. In one or two pages, it describes the key results of your marketing research and provides an overview of your brand objectives, marketing goals and related activities. Its purpose is to outline the most important information for your short-term and long-term marketing plans.

Importance of this summary

A marketing plan has several benefits:

• It helps you understand the needs of your target audience.
• It enables you to market your products to meet your customers’ specific needs.
• It determines what content you should produce to support your marketing efforts.
• It describes your competitive advantage and unique selling points.

The marketing plan is your guide to marketing your business effectively. The executive summary highlights the most important goals, actions and research results of your marketing plan. It is designed to grab readers’ attention and ensure they quickly understand where your business is going and how it plans to get there.

What to include in this executive summary

The executive summary should cover the main parts of your marketing plan, as well as information about your company and brand, your products or services, the market, and your overall direction. While the marketing plan is typically written in sections separated by subheadings, the executive summary is usually written as a series of paragraphs, with each paragraph focusing on one section of the marketing plan.

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