--Make your presence known. Put up flyers. Everywhere. Have a sign in the local sandwich shop, at the library, on the lightpoles. Ask owners of similar or related small retail stores if they will post your flyers. Ask people to refer their own customers to you. If you specialize in repairing car audio systems, visit the stores that sell the systems. Ask them if you can put a stack of your business cards next to their cash register. Become friends with the owners, so that they'll be more willing to refer their own customers to you. Visit the local college campus and hand out samples or flyers. Offering occasional or regular student discounts is a great way to get regular customers, and is excellent publicity for your start-up.

--Use your customers. Have an email list available by the cash register so that they can sign up for a monthly newsletter. Encourage them to forward emails to their friends. Also provide your business card. If it's in their wallet, they'll constantly be reminded of you.

--Offer deals. There's nothing like a discount to get people interested. It's great publicity for a small retail store. Hold special sales, and market them heavily. Or offer two-for-one deals in your newspaper, TV, and flyer ads. Another great idea for a start-up is to establish regular sales events, whether they're annual or semi-annual. People will remember Deep Discount Augusts or Super September Sales.

--Get involved in the community. Find out what community events are going to be held and when: carnivals, street fairs, parades, open houses, even football games. Sponsor a booth at an event, if possible. Not only will doing this provide a great chance to sell your merchandise, but it is also great publicity. People remember your name, and they will associate you with community involvement. Take out ads in the programs for local high school productions, such as plays, football games, and dance concerts. Include product discounts. One free way to get better publicity for your start-up is to have free events. Groups, such as book groups or knitting groups, clubs, teaching seminars, and other educational and social events will bring in people who are interested in your services. Hand out flyers and even samples at community events. Remember: the more visible you are, the better! Becoming involved will also lead reporters to your door, which means more publicity!

--Use your local media. There are numerous media outlets that provide excellent publicity opportunities for start-ups. When placing your ad, include the major local newspapers, but don't forget any alternative community paper. A lot of the time the readers of smaller newspapers are the ones most willing to frequent small businesses. Make sure that your ads will grab the attention of the reader: clear, concise, and exciting. Contact press and TV reporters with information about your store: grand openings, sales events, anything unique that makes your story newsworthy. Prepare a press package. Having information easily available will make the reporter's job even easier, making them more willing to publicize your story and your business. Put your press package together carefully: make information concise and easy to digest. Presentation is important: include your well-designed company logo and make your press kit easily recognizable as your own. There are also many coupon mailing services, such as Smartmailer.com, which are a great resource if you want to maximize your publicity. Also don't forget radio ads. Make sure that your ad airs during programs that attract your key customers. If you own a car repair shop, air for ads during CarTalk, or similar auto-themed programs. Don't forget the yellow pages!

--Use the Internet. A website is a great publicity tool for a start-up, whether or not you sell on-line. If you do sell on-line, consider also doing so through Ebay and similar sites. Establish a parallel Internet store with your own physical start-up. Ask your suppliers and other small business owners to include a link to your site on their own. Remember to make it simple and easy to navigate. Email is another excellent publicity tool for a small retail store. Send out a weekly or monthly newsletter to all of your customers. Ask them to forward it. Include upcoming marketing events, product highlights, community events, even fun trivia! Another good idea is to send thank you cards out to loyal customers once a year. This personal touch will really impress them.

--Establish a plan. Finally, make sure that you have a publicity strategy for your start-up. Mix up your approaches: try an intense Internet publicity drive for a while, and then focus on mailings, or flyers. You'll reach new potential customers each time.