I would have to agree with most on word of mouth and treating your customers with respect and importance. We are a small company and the best money spent on the internet for us has been a site that allows larger companies in our industry find us to farm their work out to us. As far as spending money to reach your immediate area, vehicle graphics or a wrap has consistently huge ROI for our clients and ourselves. A rolling 24/7 ad everywhere you go keeps you name in the publics mind.