Before you undertake any marketing campaign you should work hard to define the proposition and your desired outcomes - measurable targets and goals. Once you know this, you can go on to convert the proposition into messages that you want prospects to hear, and then choose the most appropriate way of promoting the message clearly.

Here is a simple way in which you can achieve this:

• Set your promotional objectives. Ask yourself, what are you going to achieve? What do you want to achieve?
• Define your target segment(s). Are these new or existing customers? What demographic or industries are you addressing?
• Design the message. This should be clear, concise and consistent, focussing on your proposition with a clear call to action.
• Choose the right media. Ask yourself: how many people will receive your message? What will it cost? Where will your target segment be listening?
• Evaluate your outcomes.Tracking your results will help you to determine how successful the marketing was.