While much has been written about the financial aspects of merging companies, far less attention has. However, it is important that firms going through a merger establish a unified brand message that aligns with the new business strategy. What are the key elements of effective communication during a company merger. Hespos 2002 mentions that viral marketing stands for a companys activities to make use of customers communication networks to promote and distribute products. Mergers and acquisitions are back in the news, and back on the branding agenda. Finally it recognizes that marketing concepts and techniques apply to nonprofit organizations as well as to profitoriented businesses, to product organization and to service organizations, to domestic and global. One of the most effective ways to get the word out on your business is to create video. Viral marketing refers to marketing techniques that thrives on viral spread, this means using techniques to reach customers and further use them to enhance the spread. Marketing is everything you do on a daily basis to sell a product or provide a service to a. Types, regulation, and patterns of practice john c. Published on april, 2015 april, 2015 11 likes 3 comments. How to keep customers from jumping ship after a merger.
For example, the 2010 horizontal merger guidelines of the u. Its easier for you to reach more people when influential individuals in your industry are recommending your product or service, or putting your content in front of your target people. This only begins to scratch the surface of how marketing can contribute to mergers, acquisitions, and succession planning. This document is fe709, one of a series of the food and resource economics department, ufifas extension. Marketing also helps hr attract top talent, salespeople close deals, and customer service create engaged client communities via tools like social media. Nine key strategies for merger and acquisition success. Time warner executive ted turner said the transaction was better than sex, words not likely uttered often about mergers and.
Last month, we talked a little about the american airlinesus airways merger. Internet advertising or marketing that spreads exponentially whenever a new user is added. If you continue browsing the site, you agree to the use of cookies on this website. The 1focus seven step model figure 4 moves the organization from the top of the clevel executive team and the project integration team down and outwards through the organization. The goal is to maintain a consistent influx of new customers, which is usually done through marketing. Good communication is essential to successful mergers and acquisitions. Concurrently, it engages all employees from the bottom up in the sharing of stories, developing common ground and commitment to organizational excellence. By implementing the above 9 proven viral marketing techniques you can make your marketing campaign or content viral. Marketing in social environments on the web have become more and more common as people begin to spend more time on the web surfing, chatting or just keeping in touch with. Tips for successfully managing a merger the balance. When going through a merger or acquisition, leaders tend to focus on the quantifiable aspects of the transaction, such as financial models, tax implications and employment contracts. Viral marketing is an idea that spreads and that while it is spreading actually helps market your business or cause.
Seven steps to merger excellence ivey business journal. A merger, two firms coming together to form a single entity, has a different meaning than an acquisition, an asset bought or obtained, but is used as one abbreviation. A merger can affect the customers of the involved business entities on several levels, including price of the product or service, the quality of the product or service, the level of satisfaction. Why you must tailor your communication strategy during a merger and acquisition june 2, 2016 communication is a vital component to the success of any merger and acquisition. An empirical comparison seeding strategies have strong influences on the success of viral marketing campaigns, but previous studies using computer simulations and analytical models have produced conflicting recommendations about the optimal seeding strategy.
Viral marketing or viral advertising is a business strategy that uses existing social networks to promote a product. How to keep customers from jumping ship after a merger subscribe now get the financial brand newsletter for free. Viral marketing is now defined as the rapid sharing of an idea, a portion of this idea contains a marketing message about buying a product or service. How to convey a unified brand message after a merger or. Small and large companies alike have used viral marketing techniques to promote a wide variety of products. Its name refers to how consumers spread information about a product with other people in their social networks, much in the same way that a virus spreads from one person to another. Good communication is key to successful mergers and. A smooth marketing plan can ease transitions and make brands stronger. Fe709 basic marketing strategies for improving business performance in the turf and lawncare industry1 john j. Chapter 5 marketing strategies an overview marketing strategy is a broad plan for achieving marketing objectives. Hotmail and facebook, there will be an increasing trend for viral marketing to be adopted by companies as part of their promotional mix in the future, thus fuelling my interest in this topic. Mckenna one thing about the evolution of the legal profession has become increasingly clear, law firm mergers have definitely accelerated in importance across the global landscape. It is a means to an end whereby it not only generates buzz, but also provides ongoing, quantifiable.
Viral marketing refers to marketing techniques that thrives on. Like planes cueing and getting ready for takeoff at a busy international airport, these mergers. Companies consolidate to remove excess capacity, increase market access, acquire technology more quickly than it could be built, develop new businesses, and improve the target companys performance. Build a comprehensive marketing plan, 12month calendar and budget specific to the mergeracquisition, supportive of all. How to make a marketing plan to optimize mergers and. Lead how to successfully manage a merger bringing together two corporate cultures is a delicate task. A marketing strategy that is well articulated will enable one to focus on marketing activities to achieve the organisational goal. A glance at any business newspaper or business news web page will indicate that mergers and acquisitions are big business and are taking place all the time. Marketing, strategy, and competitive analysis w eve all heard someone in the course of business say that marketing is fluff and hype. Here are five components of effective communication to keep in mind while facilitating organizational change. In working focused with change management during a merger or acquisition, the integration process will become faster as elements such as employee willingness to change and their ability to. Coates iv1 the core goal of corporate law and governance is to improve outcomes for participants in businesses organized as corporations, and for society, relative to what could be achieved. Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the messages exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to.
The tax terms are the same as those of a purchase merger. Acquisitions as you can see, an acquisition may be only slightly different from a merger. Here we look at the top 10 best, and worst, mergers of all time. The role of marketing in mergers and acquisitions will identify key audiences, messaging and timing of the firms big announcement and why its a good thing. The first step in any merger communications plan is to map out all your audiences, and there are many of them. Viral marketing tecniques within online social network nur undey kalpaklioglu 1 nihal toros2 abstract in the globalized world, the change in the life styles, social, economical and political conversions, technological developments lead the marketers to use viral marketing effectively in the search of new medium. Why you must tailor your communication strategy during a. Role of marketing in mergers and acquisitions accounting. Mergers and acquisitions motives jrisy motis 1 toulouse school of economics ehess gremaq and university of crete jrissy.
The communication role needs to begin during the preliminary stages to set the scene. Keeping marketing programs humming while merging can be taxing without expert help. Frequency during organizational change, it is important to communicate frequently with those involved and impacted by the change. With so much riding on a successful merger or acquisition for an accounting firm, the most important role for marketing is making change just a little bit easier. We can create and execute a strategy that will help your inhouse sales and marketing teams not only function, but thrive during a business transition. Social outreach is another effective viral marketing techniques. The focus of this paper is viral marketing the process of creating, receiving, according to which the passing on of viral marketing messages depends on consumers, category, company, content. As the business world continues to find likeminded organizations bent on success contingent on complementary abilities, successful managers must learn how to manage through the turmoil of change. The effects of mergers and acquisitions on research and. Mergers and acquisitions edinburgh business school ix preface an understanding of mergers and acquisitions as a discipline is increasingly important in modern business. However, the wisest, most savvy, and most successful businesspeople understand that marketing is far from that. Managing internal and external communications is critical during a merger or acquisition.
In this article seth godin shares his definition of viral marketing, with particular emphasis of differentiating viral from marketing. To recap, viral marketing techniques are always changing as they have everything to do with trends. Too often the communication starts too late and doesnt deal sufficiently with the postmerger integration issues. What you dont see is much discussion on the role of marketing in this process. For the success of the viral marketing strategy, viral marketing techniques applied from diverse platforms needs to be studied. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Viral marketing techniques wouldnt make much of an impact unless it has got an emotional appeal. Mergers and acquisitions edinburgh business school. Viral marketing assumes that as each new user starts using the. Customer acquisition is the process of bringing new customers to your brand. While there are many different ways to acquire customers, some methods can be tracked more easily than others.