There’s undoubtedly loads of speak about SPACs nowadays. However the tried-and-true IPO remains to be the long-term liquidity aim for many tech startups. CEOs dream of ringing the bell on the ground of the New York Inventory Alternate, or seeing their face splashed throughout Nasdaq’s large video display screen in Instances Sq.. Late final month, 5 high-profile tech firms filed on the identical day to go public by way of conventional IPOs, presumably gunning to get out earlier than the November election.
There may be clearly a ton of operational, monetary and regulatory preparation that goes right into a profitable preliminary public providing. However one side of IPO planning that usually will get brief shrift, notably at B2B-focused firms chasing comparatively area of interest purchaser audiences, is branding and communications. As the top of promoting and communications for an enormous funding agency, I see this on a regular basis. I consider firms who skimp listed here are throwing away important fairness worth.
Merely put, a extremely public financing occasion like an IPO is a gigantic branding alternative for many firms. It’s a free cross for firms to inform their tales to an enormous, world viewers and rack up high-level press protection — each on the time of the IPO and sooner or later, since many publications (like my former employer, the Wall Avenue Journal) usually deal with protection of bigger, publicly traded firms.
Why achieve this many firms fall down on this space? I feel lots of it has to do with the broader shift towards data-driven, on-line advertising and marketing and away from branding at many firms. As a result of extremely technical firms in areas like hybrid-cloud computing or DevSecOps (sure, that’s a factor) usually wrestle of their early days to get journalists inquisitive about their tales, they by no means make communications a precedence inside the corporate. This comes again to hang-out them when, all the sudden, they’ve filed an S-1 and their exec staff has zero expertise explaining the corporate’s story in clear, persuasive phrases to a basic viewers.
However good firms can keep away from this entice. Listed below are 5 methods you will get essentially the most branding bang out of your tech IPO, irrespective of how arcane your organization’s enterprise is.
That is actually a very powerful level to remove right here. Profitable PR and communications round an IPO are a results of long-term planning that begins at the least 12 to 18 months earlier than you file your providing doc with the SEC. When you suppose an IPO is within the offing, take a tough have a look at each your (1) advertising and marketing/communications staffing and (2) your current digital footprint.