Guide to Low-Cost Advertising Techniques

Know your alternatives

Consider placing ads in a niche media outlet, such as a trade publication, a university newspaper or a radio show that's specifically targeted at your market. Ad rates are often lower for these outlets; and while they reach fewer people, they can reach a more appropriate audience.

I recommend: JournalismNet brings together a variety of search tools to find specialized publications all over the world. Dial in a radio station with an audience you're targeting at Radio Locator.

Grab a partner

Is there someone with whom you share a similar target market but you don't compete? Consider forming a cross-promotional advertising relationship that could be as simple as putting links on one another's Web sites, or as complex as planning a marketing event together.

I recommend: To find a particular type of company in your area, try Hoover's, which offers a free search for companies by industry, geography, size and name. If you run a retail store, just being observant goes a long way. What bags do customers carry into your shop? What clothing are they wearing? Do they talk about eating at a certain restaurant?

Be newsworthy

Media coverage usually amounts to free advertising. In order to get coverage, be creative in packaging your story. Instead of hounding news outlets to run an A-to-Z of what's so great about your company, inform them about what makes you unique.

I recommend: Besides your local newspaper, consider pitching trade publications and your local business journal. Include a media/press section on your Web site, and include high-resolution digital photographs that can be downloaded by the media.

Create a compelling client/customer e-newsletter

This should be entertaining and informative; it must offer them something useful in their job or their life. Downplay the advertising element; this is definitely a soft-sell tool. Only send it to clients and serious prospects, not cold prospects. Finally, keep it short and keep the frequency reasonable; if you send them 1,000-word messages or contact them daily, they will stop opening e-mails from you altogether.

I recommend: LibrarySupportStaff.com has a slew of helpful tips and tactics for creating newsletters, both on and offline.

Use promotional products

Print ads get tossed in the recycling bin daily, and television and radio ads can fall victim to TiVo or satellite radio. But if your customers have a reminder, say a flash memory stick, with your logo and Web site on it, you'll stay top-of-mind.

I recommend: Find promotional products providers of all types through the Promotional Products Association International or the Advertising Specialty Institute.