Small businesses often live and die by word-of-mouth advertising but often don’t think about conducting more formal advertising programs or campaigns. Often, small business owners don’t think that they can afford to advertise because they are operating on shoestring budgets as they get their business off the ground and advertising is simply a cost that is beyond your reach at this point in time.

It’s time to start thinking outside the box and get creative with your advertising and marketing. There are dozens of opportunities all around you – you just need to stop, listen and network. The community in which you operate has many low-cost – yet high impact – advertising and marketing opportunities, if you know where to look and take the time to make a phone call or two.

Local School PTA Organizations: Many parent/teacher organizations publish an annual student/parent directory for their schools. These directories include information about the school, the teachers and other information pertinent to life in their educational system. But, did you know that many of these PTA organizations sell ad space in their directories? They do and the cost is generally quite low. For example, the  rates for my local elementary school PTA’s directory range from $25 to $200. Even the smallest of small businesses can afford a $25 spend to reach a local – and often quite influential – market.

Local Non-Profit Fundraisers: Look around your community. Does your town have parks, historical associations, groups organized around various topics or other such entities? I bet they do and I am equally sure that they hold fundraisers on at least an annual basis. Talk to these groups and I think that you’ll be surprised to find that they would love for you to run a low-cost advertisement in their annual directory. Or sponsor a booth at their next community fair. Or come in and talk to a group that is interested in the product or service your small business offers. Ask and ye shall receive in abundance.

Local Organizations: Is there a Rotary Club in your city? How about an over-55 adult community that hosts events and hobby groups? Girl Scouts, Boy Scouts, Toastmasters and a plethora of other groups in your area are always looking for speakers, sponsors and mentors. Spend a little time talking to the organizations in your area and you will find that your expertise is in demand – and  with recognition of your expertise comes more clients to your business. It really is just that simple.

Other Local, Small Businesses: Talk to the other small businesses in your area and I think you’ll be pleasantly surprised to find out that they are willing to enter into some kind of cross-promotion campaign. For example: South Shore Computer Repair in Middleboro talked to the owner of the nail salon next door to them. Turns out, the owner of Lucky Nails loves to promote other local businesses (as long as they are not competing with her nail salon). She allows South Shore Computer Repair to put marketing materials on her reception counter and in return, South Shore Computer Repair offers her clients a small discount on labor rates. It’s a win-win for everyone involved: She provides a great service to her clients – manicures, pedicures and a discount for when your computer goes down.

Local Newspaper: This may sound expensive, but in reality it is often quite inexpensive to utilize this option. I’m not talking about advertising in the Wall Street Journal or The Boston Globe. I’m talking about advertising in your town’s local “gazette” or “tribune.” Their rates are often negotiable – especially in today’s economy – and they usually have designers and copywriters who will work with you to create excellent advertising pieces for a little bit of money.They know their audience. You know your business. It’s a match made in marketing heaven.

Local Radio Station: Here is where you might think I’m crazy. How can a small business possibly afford to advertise on the radio? Trust me – you probably can. This is the highest priced option on our list, but it’s still very affordable. Just like your town’s newspaper, your local AM radio stations are hurting in today’s economy and are often quite likely to negotiate their advertising rates with you. They are also often open to doing a “quid pro quo” with you: You give them your services or products at a discounted rate and they’ll knock the difference off your advertising bill. And, just like the local newspaper, these stations often have copywriters who will work with you to create the most effective ad possible.

These are just some ideas to get your creative juices flowing and the majority of them involve a very small (or even non-existent) financial spend. Many of these options simply require a bit of your time but in the end, it’s time well-spent because you are building relationships in your community. The next time someone needs the service or product you offer, who do you think they will go to? The guy in the next town over who couldn’t care less about your community? No. They’ll think of you – and your business – first and odds are you have just won a new customer.

Will all of these ideas work for all businesses? Of course not. There is no “one size fits all” in the world of marketing and advertising. But you won’t know what works until you start thinking outside the box and taking a look around you.

Other ideas? I would love to hear about what other small businesses are doing to promote themselves – and support their communities.