Post-Merger Integration Blog

De-risk PMI technology projects and increase certainty for your M&A deal.

Why marketing is needed for post-merger integration projects

Posted by Hutton Henry on 06-Feb-2018 10:50:52

At the same time as working out your PMI approach, your organisation should also think about how you’re going to communicate your new business strategy. An M&A marketing plan should be comprehensive in its scope as it needs to convey information to a wide audience that includes shareholders, employees and customers. Your PMI marketing plan could include informative material such as press releases and brochures that will help sell the transition. Videos are a great way to talk directly to people and can be posted on your digital platforms. And then there’s social media to consider.

In it together

 

Announcing your merger

Before you make a public announcement regarding your merger, have you defined the message of your internal and external communications?

Current and acquired customer communications, websites and social media profiles are just some of the marketing platforms that need to be reviewed. An individual from each marketing department involved in a merger should be chosen to form a PMI marketing team to co-ordinate and synchronise efforts.

Your first announcement should focus on the integration plan that will bring the two companies together under one corporate umbrella. And this provides the ideal opportunity to rebrand.

Creating a new or rebranded company with a new mission is a powerful marketing tool. You have the opportunity to lose elements that didn’t work well in the pre-merged companies and leverage the strengths of both.

Your new image should be prominent on websites, email signatures and letterhead, to present a consistent and unified picture.

Focus on employees

Your next step is to focus on internal stakeholders. You can repeat key messages from your external marketing materials. Employees across both acquiring and acquired companies will want to know the purpose of the merger and its chances of success.

Positive messages can be reinforced with Q&A sheets. The way to create these is to either give employees the opportunity to submit questions and then answer them in a document that can be published internally.

Or your team can collate what they think are the most relevant questions that address key concerns – and circulate the responses to these on intranets and in emails.
 
The important thing is to make employees feel good about the new corporate path. If you can dispel concerns and provide plenty of reassurance, your staff will help you move forward in a united way, looking forward to the changes ahead.

What’s in it for the customer?

Most companies approach acquisitions from a business-centric point of view. This can result in losing sight of the customer as it’s easy to focus on corporate strategy and internal concerns.

When you plan your customer-facing PMI marketing materials, the emphasis needs to be on what the merger means for customers. You want them to feel excited about the project.

By communicating events in real-time, your customers feel part of the journey, from signing the deal to going live as the new entity. Your customers should feel they’ve been with you on the ride – not left behind as you move on without them.

Prepare your teams for post-merger integration success

If you’d like to know how to use marketing effectively in your PMI project, contact us for a friendly discussion regarding your particular business needs on 0800 622 6719.

Hutton Henry - Hutton’s first experience with M&A was whilst working for Ford when they acquired Jaguar in the UK. Soon after he worked on a major IT global transformation which was the result of HP acquiring Compaq. Both projects highlighted the challenge of integrating systems whilst collaborating with IT staff who are adjusting to major changes ahead of them.

 

Topics: Post-Merger Integration, Employee Engagement