What is a good advertising program for a website?

How would you develop a proposal for a consumer products business that wanted to pay to be included in your eCommerce marketing program?

• Let's say you have an consumer focused eCommerce website selling products for various vendors, and you offer paid inclusion in marketing campaigns that may include website advertising/features, email, social media and other digital channels that you have established. Company X approaches your you and wants to pay $100k to be included in a comprehensive marketing campaign as the holiday season approaches. How would you go about creating a proposal for company X based on existing data/metrics from your website, previous marketing campaigns and data from competitor inclusions in past campaigns? Also how would you determine how much you should charge for this program?

• Answer:

  Here are some of my suggestions: - The proposal: I assume that the proposal is about how to market company X product.  So you simply list several things: How much page views/traffic your first page will get so that if company X product is put over there, how many exposure he can get. How big is your email list: simply tell how many customers/subscribers you have in your customer database/email list, and tell company X how you can create an Ecommerce product launch campaign to help boost their product sales. Tell how successful your marketing campaigns you did previously with other product, what was the actual result they got, and what is the expected result company x will get. About the charges: Fix amount: You charge for the creating and running of campaign.  It depends on the product sold or how other people charge for similar campaign.  E.g. US$50,000 for everything. Commission basic: Basically you are doing it for free, but you charge a commission on gross sales.  It can be either 15% or 20% of gross sales. Mixed: You are doing both: you charge a setup/retainer fee for $x amount and a commission of 10 - 15% on gross sales. Hope it helps.