If business is war, the usual victim is the customer. Don't just plan to take their time and money. Think about what you can give them.
MENGonline.com: The big idea won't fix your marketing, 2011-Dec-9, by Joe Pulizzi
If you have a customer communication challenge, is one big idea going to fix that? Not in the least. It won’t be fixed by a glam-packed 30 second spot, print campaign, or even the integrated strategy itself. Even a decade ago, we drew on research at Penton Media (a large B2B media company) that indicated it took at least seven messages from a company for a buyer to get to the decision stage. I’m sure you could easily double that number today.
Here’s the solution for 99% of the businesses out there: It’s not one big idea but a series of small, ongoing conversations with your customers, distributed through the media your customers use. This requires intimate knowledge of your customer and a determination to leave your customer, on each occasion, in better shape than you originally found them.