Even as a tight economy pares down already spare marketing budgets, solution providers need to get creative in promoting their businesses to potential and existing customers. The good news is that effective marketing doesn't have to cost big bucks. An investment of time and creativity can bring new business through the door.

Before you start, though, be clear on how you want to brand your company. You have to decide what you want to say to customers about who you are and what you can do for them. Make sure any marketing you do clearly and consistently expresses that message. The end result will be programs, collateral, Web site, logo and other tools that work together to convince customers that they know you.

In brainstorming potential marketing programs, remember your audience. Businesses, large and small alike, are ravenous for information and ideas that help them quickly understand how technology can help them address business problems and move in a strategic direction. Particularly if you are targeting the corner office, the key takeaway from any program should draw a clear line between common business challenges and how the technology solution can solve business problems, increase competitive advantage and improve the bottom line.

"Lunch and Learn" meetings, Webinars, road shows and white papers can all raise your visibility to help you get ahead of the competition. Think carefully about how your offering can target the concerns of technology decision-makers while positioning you as the go-to resource for information and strategic IT thought.

Consider offering potential customers something free -- a technology assessment, for example. Although you won't be paid for your time, the investment of a few hours will get you in the door and give you a clear understanding of the landscape. The invaluable information that results will let you position yourself as both an expert and a resource.

A creative contest can also raise the visibility of your organization. The key is to be inventive enough to spark the imagination of potential customers and fun and crazy enough to get the attention of the media. Tie it closely to your messaging and your market. For example, offer a technology makeover to the small businesses with the most astonishing story of how their network is "last generation."

Consider hosting a special event at your corporate office. Even in a quasi-social setting, you have an excellent opportunity to introduce your business to would-be customers. Don't forget to put existing customers on the guest list to maintain contact with them and give them a chance to tell others what you've done for their business.

Also, whether you are creating a contest or an event, look to your distributor and manufacturer partners to co-sponsor the event. You'll reduce your costs and gain more attention with a heavy-hitter by your side. In addition, Ingram Micro's Agency Express can give your organization extra marketing expertise. The portal provides quick access to a variety of funds, programs and support, as well as e-mail and postcard templates, information on vendor marketing programs, outcall programs, printing services, access to full service marketing programs and more.