Feed the new business pipeline – use the right channels
Once you understand your target market you need to develop the appropriate promotional mix. The promotional mix is the mix if activities which when combined best achieve your marketing objectives. For example, if you are planning a party and want to warn your neighbour in advance, you may ponder whether an SMS or a note under his door would work best. The same applies for how you talk to your target market. Don’t use inappropriate ways of communicating to your audience as this will result in a waste in your precious marketing budget.
Link to chapter 3 of my book