Knowing your target audience(s), specify two to three specific and measurable promotional objectives you wish to achieve with this audience. In other words, what do you want to have happen as a result of the promotional activity? Next, map out the most effective promotional techniques you can use to reach the target audience(s) and achieve your objectives.

Finally, craft a positioning theme and test it on some prospective customers.

What feedback did they provide? Are you on target, or do you now have to rethink the theme?