Of course each will have different response rates, depending upon who receives the communication. Still, you might consider starting with e-mail, and then following up with phone and an eventual press kit to those media personnel most interested. Evaluating how to structure the delivery of your marketing communications depends not only on cost, but your marketing objectives. Without question, you will need to use multiple exposure through different vehicles for maximum effect. You may wish to consider the following low cost vehicles as a supplement to your existing marketing program.
Banners are low cost signage for businesses and events.
When possible, put on your building, a parked van, or special event tent. They are inexpensive to make, easy to transport, and highly versatile. As well, consider using the smaller advertisements that are printed on tape receipts and the ad cards that appear on the shopping cart. These are usually not sold by the store, but by a local or national media company. In addition to billboard display advertising, you may wish to consider using the message boards and kiosks available at shopping malls, airports, bus shelters, and transit shelters.