Short of producing a direct sale, one of the most valuable results of marketing and communications is creating a dialogue with customers and prospects. It means you have grabbed their attention by telling them something pertinent to their needs.

Dialogue starts with the right strategy and customer focused messages. A number of tactics deliver them especially well. They include...

Demonstrations
Caused-related activities
Seminars
Interactive Web sites
BRCs
Newsletters
User groups
Face to face meetings
Informational publicity
Surveys
800 response numbers
Interactive bulletin boards
Frequent user rewards
Events
Service beyond expectations
Fast response
Free offers
Premiums