Let's start with an old saying - no guts - no glory. You must believe in everything you have done to strengthen the core of the business during the contraction will provide the return on investment. This is not as big a gamble as it appears. If you survived the contraction the company is ready to take the risk.

Topics: All early marketing campaigns are educational, use all avenues - audio and video, and channels Focus on your core (most profitable) customers first, what new opportunities do they see that a new offer can meet? Focus on existing markets, customers like your core customers Win back old accounts Win the orphans Take customers from weakened competitors Personalize marketing messages, using data from existing customers, talk to each prospect individually Bring in your distribution network, turn them into advocates for your new offer