Keep track of customers addresses. Contact local reports about the possibility of doing a news story and feature story on your new business. Pay attention to the types of stories carried. Try to get yourself on any local talk shows. Both can be effective, depending on your product.
Many magazines reach specialized audiences.
So, placing an ad, though expensive, in the right magazine may be all the advertising you ever need to do. Only attend the shows that will bring you the type of business you want. Many people take photographs of every project. Include letters from satisfied customers. In the case of a franchise, the franchiser will provide advertising and promotional materials as part of the franchise package, you may need approval to use any materials that you and your staff develop.