Over 2 decades ago, Corum's founder, Bruce Milne, wrote "Software Company Guerilla Marketing: How to Succeed in the Software Wars with a Carefully Targeted, Low/No Budget Marketing and Sales Campaign." These are hands-on, practical ways to get the biggest bang for your sales buck. While some of the means are outdated, the message and methodology are still true today. Following is the one of his many ideas....
Trade show joint venture: Share a booth with a complementary product. Hardware vendors are always looking for exciting products to have running on their equipment. Another option is to band together with other software publishers and split the cost of the booth.