Business Europe – creating a marketing and brand strategy for launch

Business Europe asked Scaramanga to …

… Develop a complete marketing strategy and brand and launch the service in French, German and English in each country. This was a new concept with no previous ground rules targeting the hard to reach SME customer.

Business Europe was a new concept in support for SMEs – an online service for SMEs across Europe, offering news, business advice, business community and an online marketplace. Seed funded by Ellerman Investments (owned by the Barclay Brothers), Business Europe was a start-up without a marketing strategy.

We put our thinking hats on …

We started with a blank sheet of paper and develop a detailed, fully budgeted, marketing strategy. We worked through and developed a strategy for all aspects of the extended services marketing mix and created the new brand in partnership with the advertising agency. We also developed the CRM strategy and were part of the team setting up the contact centre. We developed a multilingual pan-European launch plan using on and offline advertising, direct marketing, telemarketing, PR, exhibitions and seminars.

And delivered these results …

We created the new brand and detailed strategy and implementation plan ready for launch.

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