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What are you saying and how are you saying it? This is usually the first thing to look at when a new campaign fails to get the traction you hoped for. What you say and how you say it will determine a. whether you`re actually talking to your audience and b. whether you`re offering something that will enhance their lifestyle, etc.
Then, I agree, you need to take a look at what you`re doing and go out and find your consumers on the web, or, depending on the story, generate some local and online public relations for yourself.
Hope this helps. Feel free to contact me with any questions.