Fourstar: This is an intereting topic you brought up. Essentially, i assume that every business wants to have their expenses as low as possible (including for marketing) while having the most efficient scheme/strategy to increase revenue and clientelle base.
With that said, there are a number of marketing options you can use, that cost little or nothing, and yet, can be as effective (sometimes more effective) than high priced newspaper ads.
Word of mouth and client referrals are two huge ways to increase clients. Superior shine came up with a great idea of making customized business cards for certain clients, featuring their cars as the photo. This is brings a level of pride and excitement that prompts people to share the work you did and refer MORE customers to you.
Another great tool are online car forums. For instance, if you target high-end cars...go to soem Audi/BMW/Mercedes/Ferrari forums and just spent a few weeks just offering helpful advice, getting to know the people etc...and build social rapport with them. After people know and trust your knowledge/skill, you will be surprised how many appointments you can book just through car forums and people who live in proximity to you.
Another effective tool for marketing, which is slightly expensive, is direct mail advertising. This is one of the most powerful ways to generate specifically targeted clients (in the neighborhood/community of your choice). Offer a flyer with a small discount and find a few ideal communities in whih you beleive the potential customers are to your liking. Also, shop around within the companies that offer direct mail, make sure to find the most cost effective option.
Some gated communities have communal newsletters/newspapers (solely distributed within the cmmunity) whch have advertising sections in them too. I beleive these cost Significantly less than large newspapers, and may serve as a more powerfull tool in obtaining news clients. You pick up 5 people from the same community, they tell their friends...the word spreads etc...
Thats my .02
