Does it make sense to use the same message for everyone involved? While the message to the trade (both consultants and distributors), users, and managers should be basically the same (and certainly reflect the same look and feel), the medium of delivery will likely vary. Messages to senior management will certainly be different. Management is not interested in the technical aspects of the system, but they are interested in ‘ value ’ issues. There would appear to be a number of different marketing communication opportunities as this stage in the decision process. Additionally, if the brand does not already have a database in place, it would be a good time to begin. If there is one, it should be updated during this stage.