Like planes cueing and getting ready for takeoff at a busy international airport, these mergers. The first step in any merger communications plan is to map out all your audiences, and there are many of them. Last month, we talked a little about the american airlinesus airways merger. 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. Viral marketing techniques wouldnt make much of an impact unless it has got an emotional appeal. 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. Keeping marketing programs humming while merging can be taxing without expert help.
The effects of mergers and acquisitions on research and. 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. While much has been written about the financial aspects of merging companies, far less attention has. Mergers and acquisitions motives jrisy motis 1 toulouse school of economics ehess gremaq and university of crete jrissy. 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. 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. One of the most effective ways to get the word out on your business is to create video. Published on april, 2015 april, 2015 11 likes 3 comments. Viral marketing assumes that as each new user starts using the. 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.
What you dont see is much discussion on the role of marketing in this process. 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. Seven steps to merger excellence ivey business journal. How to keep customers from jumping ship after a merger subscribe now get the financial brand newsletter for free. Nine key strategies for merger and acquisition success. 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. Concurrently, it engages all employees from the bottom up in the sharing of stories, developing common ground and commitment to organizational excellence. 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. Customer acquisition is the process of bringing new customers to your brand. This document is fe709, one of a series of the food and resource economics department, ufifas extension. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to. 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. Marketing also helps hr attract top talent, salespeople close deals, and customer service create engaged client communities via tools like social media.
Acquisitions as you can see, an acquisition may be only slightly different from a merger. However, it is important that firms going through a merger establish a unified brand message that aligns with the new business strategy. For example, the 2010 horizontal merger guidelines of the u. Internet advertising or marketing that spreads exponentially whenever a new user is added. 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. By implementing the above 9 proven viral marketing techniques you can make your marketing campaign or content viral. Good communication is key to successful mergers and. Viral marketing or viral advertising is a business strategy that uses existing social networks to promote a product.
For the success of the viral marketing strategy, viral marketing techniques applied from diverse platforms needs to be studied. Marketing, strategy, and competitive analysis w eve all heard someone in the course of business say that marketing is fluff and hype. Viral marketing refers to marketing techniques that thrives on. 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. Lead how to successfully manage a merger bringing together two corporate cultures is a delicate task. 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. A marketing strategy that is well articulated will enable one to focus on marketing activities to achieve the organisational goal. The tax terms are the same as those of a purchase merger. Why you must tailor your communication strategy during a. Mergers and acquisitions are back in the news, and back on the branding agenda. 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. Frequency during organizational change, it is important to communicate frequently with those involved and impacted by the change. The goal is to maintain a consistent influx of new customers, which is usually done through marketing. To recap, viral marketing techniques are always changing as they have everything to do with trends.
Mergers and acquisitions edinburgh business school ix preface an understanding of mergers and acquisitions as a discipline is increasingly important in modern business. 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. However, the wisest, most savvy, and most successful businesspeople understand that marketing is far from that. Here are five components of effective communication to keep in mind while facilitating organizational change. Social outreach is another effective viral marketing techniques. Role of marketing in mergers and acquisitions accounting. Viral marketing as an online marketing medium national conference on innovative business practices in technological era 90 page erode sengunthar engineering college, thudupathi, erode you are dealing using technical terms, people will definitely ask you about the terms and the subject in general. A smooth marketing plan can ease transitions and make brands stronger. You cant pick up an accounting publication without seeing articles on this trend, why it is happening, how and when to plan for it, and even speculation on what the next big merger will be. Hespos 2002 mentions that viral marketing stands for a companys activities to make use of customers communication networks to promote and distribute products. Marketing is everything you do on a daily basis to sell a product or provide a service to a. Here we look at the top 10 best, and worst, mergers of all time.
Time warner executive ted turner said the transaction was better than sex, words not likely uttered often about mergers and. How to make a marketing plan to optimize mergers and. The communication role needs to begin during the preliminary stages to set the scene. Chapter 5 marketing strategies an overview marketing strategy is a broad plan for achieving marketing objectives. 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. Mergers and acquisitions edinburgh business school. Good communication is essential to successful mergers and acquisitions. 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. It is a means to an end whereby it not only generates buzz, but also provides ongoing, quantifiable.
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. Managing internal and external communications is critical during a merger or acquisition. While there are many different ways to acquire customers, some methods can be tracked more easily than others. Fe709 basic marketing strategies for improving business performance in the turf and lawncare industry1 john j. This only begins to scratch the surface of how marketing can contribute to mergers, acquisitions, and succession planning. 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.
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. Small and large companies alike have used viral marketing techniques to promote a wide variety of products. In this article seth godin shares his definition of viral marketing, with particular emphasis of differentiating viral from marketing. 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. 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. How to keep customers from jumping ship after a merger. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. The success of marketing during a merger or acquisition is reliant on having a strategic plan, good communication and a sense of collective purpose as a. What are the key elements of effective communication during a company merger. 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. Types, regulation, and patterns of practice john c.
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