What if NYC/Manhattan districts were sponsored by famous brands? The result here – by FastCompany.
Interesting collection of some of the best marketing promotions making advantage of the current Tube strike in London (last week, 2 days; and 2 days planned this week, but I am learning that Transport of London has just called the strike back).
Interesting to see, but not really a surprise, twitter and social are preferred channels for these real-time promotions, with few exceptions.
Humour is broadly used across all campaigns. And so is sales discount, which is a good lever and works particularly well in situations like this.
Once we started our comms plan for Day 1, the day of the public announcement of the acquisition, we had the challenge of the languages. Which languages should the assets (letters, social streams, newsletter and web contents, etc.) be localised to? Both companies are international and act in more than 50 countries around the globe.
So we decided to go with more than one language… and we ended up with 11 languages! Specifically: English, French, German, Spanish, Portuguese, Chinese, Italian, Dutch, Korean, Japanese and Russian.
Choice of the languages is dictated by existing presence and business potentiality of the territory for our specific field (Energy and Automation). So it might change, sector by sector.
The recommendation for critical communications as an acquisition could represent is always to go with several languages. This is what I call “reaching the last mile”. We are closer to the customers if we speak the same language.
We decided to use social media for both internal and external communications on Day 1, in addition to other channels. You might remember that “Day 1” is the way we call the day when the acquisition will be formally announced.
We use SocialCast, internally. VMWare SocialCast is a social network and collaboration tool for the enterprises. Few days ago I have created a group – it works like the LinkedIn groups – to answer all questions from employees and to post news about the acquisition/integration process.
Externally, we have created a full comms plan as you can expect from acquisitions of this magnitude (we agreed to be acquired for £3.4b). We will use social media as well, to communicate to customers, partners and external stakeholders. Joint plans (= from both companies) are already in place to secure consistency with the message and to align the communication streams on Twitter, LinkedIn, Facebook.
More to come.