10 things Marketing teams should do for efficiently preparing for an IPO
A successful IPO requires a comprehensive marketing strategy that promises to engage all stakeholders and effectively communicates the company’s value proposition to everyone involved. Communications and Marketing departments play a critical role in developing & executing a clear strategy to win their stakeholders over. We’ve listed some essential tips that may come in handy when you’re devising your company’s communication plans as you walk it through the IPO.
1. A Story
Understand the needs of the audience you are yet to target with your strategy and chalk out how your story should evolve for that specific target group. Build on the brand’s messaging early on to define the two types of audiences and to balance the communication content between this fresh new audience and the existing consumers of your brand communication. They shouldn’t stand out but rather be complementary to each other.
Develop a consistent messaging strategy highlighting the company’s strengths, competitive advantages, and growth potential. This messaging should be used across all communication channels.
2. Honesty and Transparency
This can go a long way in building the brand image & credibility. So if you’re a CMO working your way through building the brand, ensure honesty and transparency at the top of your list. This includes communication regarding the company’s financial performance, and growth potential, with your potential investors and the public.
Investors will be looking to evaluate your company’s brand equity and growth potential, considering the climate in which the IPO is coming out.
3. The 3 must-haves
When you’re preparing for an IPO it’s easy to lose track of a few things here and there. This checklist of the 3 must-haves will help you stay on track as you prepare for the IPO in full swing.
- Devise a strategy outlining how a company will engage with shareholders and an identified team.
- A comprehensive, easy-to-understand story that covers the fundamentals of the company’s strategy. This story should also let the shareholders know how it will help them.
- A simple pitch deck that is easy to follow and not filled with technical jargon will go a long way.
4. Build investor confidence
Build investor confidence by providing regular updates on the IPO process, company performance, and other relevant information. Respond quickly and transparently to any questions or concerns they may have.
5. Build credibility by establishing a strong and distinct brand campaign
A well-thought-out brand campaign can do wonders, especially when you’re aiming to build the company/brand’s credibility in the market. Along with market credibility, it is also observed that the brand campaign can boost higher share prices by also putting the founders’ and leaders’ track records under the spotlight. This will eventually contribute to gaining investor interest and confidence. Ensure that everyone involved is aligned with the communication style & messaging of the company.
6. Is the market ready for you?
Before you go public, you must check if the market climate favors your company going public. Just because you are ready doesn’t mean your market is.
7. Double-check the tone & the content of your messaging
It is critical that you vet every single piece of communication that goes out and represents the brand. Preparation to transition smoothly from private to public should be made on all fronts.
8. Engage employees
Engage employees by keeping them informed about the IPO process and company performance. Please encourage them to be advocates for the company and its products or services. Provide guidelines on how, when, and why to share news externally.
9. Gauge the pulse of your audience & the market
Seek feedback from stakeholders, including investors, employees, and customers, throughout the IPO process. Use this feedback to refine marketing strategies and improve the overall IPO experience.
10. Align all internal stakeholders
You must fully align the key internal stakeholders on strategy, objectives, and messaging. Cohesion is critical.
Ensure you’ve got all your bases covered during the crucial few months before your company goes public. Be truthful to the objectives and principles of the brand, the market, investors, and the general public before you take your company public. This will set you on the right path to achieving everything you intend.