Messages should shift from...

Achieving awareness of your products and services must evolve into recognition of brand value and subsequently preference.

Trial of services or features needs to transition to increased penetration or share of customer.

Response to promotional efforts is just the first step in generating anticipated revenue.

Acceptance of the cost of service must be followed by profitable use of services and regular payment.

Recognizing the customer as a customer converts expectations into heightened satisfaction, and ultimately customer retention.