Messages communicated directly to existing customers:

• Web site
• Connectivity client
  • Voice messages
  • Banner ads
  • Web pops
• E-mail
• Mailed invoices, including (a) printed messages and (b) inserts
• Telephone reception (live or automated)

     A campaign may be:

• Scheduled. The communication is sent to a certain segment (or all) of the subscriber base on a particular schedule (once or repeated). For example:

  Communication	Medium	Sent to
  Announcement of a new feature or product	e-mail, client banner, client Web pop	Customers (possibly all) that could use it or benefit from it
  Sell upgrade to higher class of service	e-mail, client banner, client Web pop	Customers in a lower class of service with usage justifying use of higher class
  Billing notice	e-mail	Customers using the appropriate form of payment
  Initiative to convert customers from one form of payment to another	e-mail, client banner, client Web pop
  Newsletter	e-mail	Customers that have not unsubscribed from the newsletter
  Ask for referrals	e-mail, client banner, client Web pop	New customers, or all customers, or segment of customers determined to be viral

• Triggered. The communication is initiated upon some action taking place or criterion being met. For example:

  Communication	Medium	Trigger
  Sell upgrade to specific feature or product	Client prompt	Customer taking action that could work better with the new feature or product
  Sell upgrade to higher class of service		Customer requesting service not included in their current class of service
  Invite person to join		Customer receiving communication from nonmember

     Messages aimed at non-customers:

• Web site
• Banner ads on other Web sites
• Web pops on other Web sites
• E-mail to opt-in lists
• Telephone reception (live or automated)
• Event sponsorship
• Advertising in newspapers, magazines, billboards, radio, television, etc.

     Messages communicated on purpose by others:

• Word of mouth, i.e. customers mentioning a company/product while:
  • Talking to friend/family at a party/get-together
  • Talking to colleague at work
  • Talking on the phone
  • Sending e-mail
  • Chatting online
  • Posting on online forum
• Customers linking to company site on their personal Web pages, either paid or unpaid
• E-mail referral submission
• Articles in the press
• E-mail explaining service, forwarded by members to their contacts
• Testimonials from customers, posted on Web site

     Messages communicated inadvertently by others:

• Voice mail: “Your call is being answered by Audix. ...”
• Wear Gear: Shirts, caps, windbreakers, buttons, bumper stickers
• Use Gear: Microphone, headset, handset