Marketing after a business acquisition: a 90-day action plan
After acquiring a business in Morocco, protect existing customer relationships before spending heavily on new leads. Changing the brand, prices and advertising channels at the same time makes it difficult to understand what works. A 90-day plan gives the new owner a baseline and a controlled way to test improvements.
Days 1–30: protect continuity and establish the baseline
List the commercial assets included in the handover: website, domain, business profiles, advertising accounts, professional telephone numbers and analytics access. Confirm the relevant usage rights and arrange authorised access transfers. Before contacting a customer database, check the applicable permissions and contact preferences.
- Compare recent monthly sales, allowing for seasonal differences.
- Identify repeat customers, profitable products and recurring complaints.
- Ask the sales team and a sample of customers why people buy and why they leave.
- Assign responsibility for enquiries during the transition.
Explain clearly what stays the same, what changes and whom customers can contact. A visual rebrand can wait if reliable service has not yet been secured.
Days 31–60: test one offer with one customer group
Choose a measurable goal: reactivating inactive customers, generating qualified appointments or increasing repeat purchases. Match one offer to one audience and one channel. A B2B service company might start with account follow-up calls; a local shop might test an offer with nearby customers.
Illustrative example, not a client case: a restaurant buyer in Casablanca notices declining lunchtime orders. The team tests a takeaway lunch offer for two weeks, recording orders, contribution per order and returning customers. More revenue with a lower contribution is not sufficient evidence that the test succeeded.
Days 61–90: scale the actions that earn their place
Compare results with the baseline and consider whether seasonality, opening hours or price changes explain the difference. Increase spending gradually on successful actions and confirm that the team can handle the additional demand. Revise or stop campaigns that generate unsuitable enquiries.
A weekly dashboard that supports decisions
- Qualified enquiries and the source of each enquiry.
- Appointments, quotations and completed sales.
- Acquisition cost: campaign spending divided by attributable new customers.
- Contribution generated, repeat purchases, complaints and response times.
Keep measurement definitions consistent. Clicks and followers describe intermediate activity; follow the process through to sales and retention. Assign an owner and a review date to every test.
Common questions
Should the business be renamed immediately? Not automatically. First assess existing recognition, brand rights and customer reactions.
How much should the new owner spend? There is no universal budget. Set a limited test budget that the business can afford and agree stopping criteria before committing funds.
Before a transaction, read our guide to buying a business in Morocco and our due diligence introduction.