In today’s episode, Laura and Julia tackle the aftermath of acquisitions — integration and scaling. Our hosts discuss best practices for growing your businesses together, like analyzing past marketing efforts and consumer data, merging campaigns, marketing to your existing audiences and maximizing consolidation. We know that after such a big step, you may not know where to go next — listen in to find your new direction!

Takeaways: 

1 - After an acquisition, seeking and employing collaborations or merging between the marketing efforts of your new and old businesses can save money, time and energy.

2 - Investigate the current marketing of your new acquisition and observe what is working, what may be losing you money, and what may need more time to fully mature.

3 - Utilize information from customer data to redefine, refine and specify your target audience, and create an accurate and refreshed avatar.

4 - Marketing your new business to your already-existing audience and consumer base, and marketing your existing business to your new audience and consumer base can produce great results with little effort or resources. 

5 - Take note of opportunities to maximize consolidation within your new and old companies, especially when it comes to consumer avatars.

Today’s Resource Recommendations:

11:30 - Our two arcs on avatars, episodes 9 through 13 and 25 through 28!

12:25 - Episode 54, which focuses on assessing the value of a target acquisition.

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Chapters:

00:00 - Introduction: Acquisition and the first ninety days

06:23 - Suggestion #1: Merge marketing efforts

08:30 - Suggestion #2: Optimize your marketing mix

10:37 - Suggestion #3: Leverage new customer insights

12:14 - Suggestion #4: Cross promote

13:27 - Suggestion #5: Focus on brand consolidation

16:56 - Conclusion