These days, with the internet, you don't need to be a big business to have a huge impact. If you have a great web presence and are fully connected into your online community of fans, you can achieve fantastic business results with a smaller than expected budget. It's all about knowing what your fans really like and finding an unique way of communicating with them. I have some fun anecdotes about how the companies I work with have looked at their marketing techniques and rejigged them a little to get some great results. Hopefully you can use some of these ideas as well.