Steven Butler
You need to think of this subject as sales and marketing. marketing is selling to people that have a need for your service and are looking, sales is selling to people that are not looking but can become customers with some kind of offer.
marketing will always be price sensitive as you will be competing with other quotes, but sale is not price sensitive as you are normally the only quote.
So your message has to be different to both groups. The first marketing has to prove why your service is better and has more value as you are competing. Sales messages are more about offers and value and the importance that the offer will run out soon so they best act fast or miss out.
When people talk about marketing they normally are talking about media, internet, leaflets, mail shot, etc. its the media that carries the message. so as an example internet you could market on adwords for people that are looking for your services or use facebook with a sales message. mail shots you can mail to your database or prospect businesses for new customers, and one that I have just realised that you can message both groups is leaflets, I have use leaflets for new customers and I farm one big area but only had offers on for new customers and not for people that had used me before. now I am have two types of offer on my leaflets.
Now to you question all media works but is all down to cost of a customer. This is why you must track your costs for each media and group that way its a simple task of adding up the cost of getting that customer, with your overheads then your profit. this is then you price. so because some cost of getting a customer will be far more expensive you can sell different offers, plans, and deals to each group at different price points just like super markets do with any range of product basic, middle, and high end.
So all marketing works but you have to test and then track costs. this way you get the information you need to make your decisions and more importantly invest your money.
One last point is that marketing should be an investment and not a cost. and you should always ring fence this investment (take this money out of any jobs and put into its own account before paying anything) and build it up as you go forwards. this way you war chest gets bigger. and with it the reach of your marketing.
Hope this helps