However, as is often the case, it was the simplest (and probably cheapest) methods that stood out the most. Like the TV channel that was promoting its new programme Ugly Betty (which coincidentally happens to start in Channel 4 on Friday).

They dressed a load of their staff up like the main character, and ensured there was a message and website address on their clothing. When they stayed together, they were a pretty effective head-turning marketing message.

Millionaire presenter Martin Webb suggests they try using free publicity instead. He gives some great advice: come up with a good human interest story and contact the local newspaper. Martin told them the resulting article would have lots of credibility, probably be read by more people – and it’s free!

Craig and Richard managed to get a half page story in the local weekly Sheffield Telegraph – and they practically had a queue of staff wanting to join them right there and then. Great stuff.

UPDATE: Now halfway through the programme and have just had a great launch – good for them! And the salon has continued to use publicity to build its business, looking at this. £100,000 revenue from June to October 2005, that’s not bad at all!

UPDATE 2: Hey, they just showed them doing that publicity stunt in a main shopping street in Sheffield. They got each stylist to cut a model’s hair, and then get the public to vote for their favourite. The presenter Martin reckons they attracted £3,000 of free publicity in the Sheffield Star (the local evening paper) and two local magazines. And it cost them just £800 for a load of branded gear (which made them look very very slick). Very impressive stuff.