It's All About Experience
Options for communicating your event are as varied as the types of events themselves. Consider whom you're trying to target and find out where they spend their time. Check out the parking lots of the local gyms; do you see a Mercedes and Lexus in every other spot? That may be a good place to spread the word. How about at church, or the movie rental store? Depending on your community, which outlets you choose, and how you combine them, you can fine-tune your approach and target a broad or narrow cross-section of people.
Residents of your town may drive by your storefront every day, but have no idea what sets "Joe's Custom Audio/Video" apart from the local electronics chain. Spread the word on a movie night at your showroom, and wow the audience with the ultimate home theater, demonstrating your hottest new gear. Serve up popcorn and drinks, and hold a drawing for a gift basket. Fill it with DVDs, movie rental gift certificates, snacks, and your company brochure and business card. For some, it might be their first experience of a real home theater—and the entire custom installation concept— and the perfect way to make that introduction fun and memorable. When the movie's over, you have the ideal opening to explain how you can build a system that reproduces the terrific experience they just had in their own home.
If you don't have space for holding your own event, you can go to your targets instead. Develop your professional network by getting in touch with trade-focused associations. An easy and inexpensive way to spread the word on your service is to bring breakfast (something as easy as bagels and orange juice) to the next morning meeting of the local Kitchen and Bath Society. Or develop a continuing education program for the local ASID or AIA chapter. It's a time-efficient way to inform an entire opportunity-rich group on the newest technologies you offer. There's a good chance architects and interior designers are interested in broadening their services; you've given them a way to add value to their jobs, and have opened the door to making jobs come to you.