If you decide to advertise in any new media, make sure you can track the results. The best ways that I have found to do this is to allocate different toll free numbers for each media campaign and provide a coupon code that can be entered when checking out.

If you are running a special in a local paper then provide an incentive to call the number for additional savings. Remember that local customers will more than likely want that vocal connection before giving you their business.

You will of course want to provide a "coupon" code that customers can enter if they decide to go directly to your site.