Zach Phillips’s advice is simple: Use the press. In his opinion, this is by far one of the best—and most effective—ways to get more for less. “Music retailers talk a lot about stretching their advertising budget, but don’t talk enough about public relations,” says Zach. “An article in a community newspaper about a music store’s charitable activities, youth outreach or music education programs can generate a lot more interest, goodwill and foot traffic than any paid advertisement. And, not least of all, it’s free.”

Zach suggests taking 20 minutes to write a compelling, newsworthy press release before and/or after you host an event or donate an instrument to a worthy cause. Keep the press release to one or two pages, and include all the vital information (the “who,” “what,” “when,” “where” and “why”). Follow up with a call to the reporter/editor to see if there’s any other information they need.