Having your site professionally optimized and submitted is the most cost-effective method of Internet marketing, in my opinion.
You can get bids from a number of companies by using the free RFP system at www.seopros.org (we are a member), and take your pick from those that respond.
The one problem with SEO is that it takes about 3 months before you get the full effect, so this may not work for a project or show that has a limited run-time.
In that case, opt-in email marketing and PPC programs will be your best bet.
Good luck,
Christian
Nielsen Technical Services
www.NielsenTech.com
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