• Target a specific market segment and draw up a customer profile of the population in that segment that will most likely buy your product.
• Understand how to represent your product to the average customer in your new segment in language they understand.
• Have a search engine optimized web site that can draw in traffic to pages about your new product.
• Learn how to write a killer email and when to send out emails and how to develop and maintain an effective email list.
• Use online directories and yellow pages. People are no longer using the “standard yellow pages”. There are also many specialized directories that cater to specific product areas or people segments.
• Concentrate more on placing “free” online ads on places like Craigslist and look to using online advertising in general.
• Late night Cable TV and Radio advertising could be affordable. Check out the audience and reach and see whether it corresponds to your market segment.
• Direct mail still works but you need to design and build an effective campaign and learn to follow up effectively.
• Learn to get free public relations coverage in your local newspaper or in the many small regional newspapers and newsletters circulating in your geographic area.
• Run a contest to get publicity or give away discount certificates -a significant percentage of the discounts are never redeemed.