This proposal for Vodafone Europe offers a solution to face the risks for the business caused by the financial crisis as well as by matured markets. To meet the needs of today’s customers we provide an experiential marketing campaign.
The core of the campaign is a promotional tour through different countries in Europe. Customers are engaged in the campaign by voting for the locations, at which promotion events can take place, and at the events themselves by getting entertained and educated, by getting an escape from the daily routine and by getting involved in various activities. Beside those “realms-mixture”, the concept includes different marketing strategies of sensory marketing. The experiential character that differentiates this promotion event from others is created by keeping the content and the procedure of the event secret from customers until they visit the event.
The finance needed for a successful implementation is enormous, but we also provide possibilities to reduce costs whereever possible. The need for labour is relatively moderate and can mostly be covered by existing Vodafone staff. The time horizon is estimated on a total of five months including a marketing activity before the promotion tour starts. Need for materials is relatively low, as the company already disposes most of it.
The costs resulting from the implementation of the marketing campaign are outweighted by various benefits like an increase in revenues, new contracts and strengthened partnerships.
The team for the implementation consists of three persons: a media designer, an administrative executive and an event manager. All three of them are experienced and have enormous expertise in their field.
We can assure you that this marketing campaign will be a huge success for Vodafone Europe and will help to overcome problems of the financial crisis.
Inhaltsverzeichnis (Table of Contents)
- Executive summary
- Requirements
- Proposed Solution
- Benefits
- Resource Implications
- Experience and Expertise in the team
- Bibliography
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This proposal outlines an experiential marketing campaign designed to address the challenges Vodafone Europe faces in mature markets and the wake of the financial crisis. The campaign aims to increase Vodafone's international revenues and attract new customers, particularly private users, by providing them with unique, memorable experiences.
- Experiential Marketing Campaign
- Sensory Marketing
- Customer Engagement
- Internationality and Branding
- Cost Reduction Strategies
Zusammenfassung der Kapitel (Chapter Summaries)
- Executive Summary: This section provides a brief overview of the proposed marketing campaign, highlighting its experiential nature, target audience, and key objectives.
- Requirements: This chapter details the specific needs and challenges Vodafone Europe faces, including the need to increase revenues, attract new customers, and differentiate itself from competitors. It emphasizes the importance of experiential marketing to achieve these goals.
- Proposed Solution: This chapter outlines the proposed solution: an experiential marketing campaign featuring a promotional tour through different European cities. It describes how sensory marketing and the "Experience Realms" approach will be used to engage customers through entertainment, education, escapism, and aesthetics.
Schlüsselwörter (Keywords)
Key terms and concepts discussed in this proposal include experiential marketing, sensory marketing, customer engagement, international branding, promotion tour, "Experience Realms", and cost reduction strategies.
- Quote paper
- Silke Specht (Author), 2009, Consultancy Proposal Vodafone Europe, Munich, GRIN Verlag, https://www.grin.com/document/232183
