If you are a small business or are working on a limited budget, it is important to make every effort count. Work with a low cost, no cost philosophy. Make sure every spend is done knowing that you will get the most for your money.
One of the best things you can do is to know exactly what your differentiating point is and then make sure everything you do, from your business objectives to your in-store experience, ties back to it. If you aren’t sure what your point of differentiation is, check out Roy Osing’s book, “BE DiFFERENT or be dead,” and read the section about writing your “only” statement.
Here is a great article to help you get started: Startup Lessons Learned: Marketing on a Shoestring Budget.
Roy Osing posted an excellent article about “only” statements: http://www.bedifferentorbedead.com/blog/item/ms_lube_a_brilliant_example_of_doing_it_right/