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Marketing on the cheap
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November 28, 2000: 2:08 p.m. ET
Enlist agents, customers to sell specialized service to the end user
By Jane Applegate
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NEW YORK (CNNfn) - Dear Jane: My company rents cell phones to U.S. tourists and business owners traveling overseas. Growth to date has been excellent, but it dropped off after the busy summer season. How should I advertise this service? We don't have money for an expensive advertising campaign.
I would encourage your existing customers to help you market your service to their friends and colleagues. Perhaps you could design a clever sticker or post card that you would send to them with a thank you note after they return home.
I would also market your service to travel agents and agencies via their trade association publications, rather than individually. You can probably afford to place an advertisement in an industry journal or newsletter.
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 KNOW YOUR TARGET
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Market your service to travel agents and agencies via their trade association publications, rather than individually.
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You might also market your service to corporate travel planners. Busy corporate executives need cell service when they travel and many haven't yet purchased the new global cell phones.
Advertising on a major travel Web site is probably beyond your reach, but you could inquire to find out if you can afford a few thousand impressions generated by a banner campaign. Banners promoting your rental phones would attract the interest of people planning overseas trips. 
Jane Applegate, a syndicated columnist and author of 201 Great Ideas for Your Small Business, covers small business for CNNfn.
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