Sometimes simple and cheap marketing or promotional actions generate a lot of response while expensive actions fail. Why? In times of economic crisis it is important to spend money on those tools that are efficient and that generate a return in terms of sales or visitors. What works, what doesn’t and why? Different examples of successful and not-so-successful actions with different objectives will be presented. This session will offer low-cost creative ideas to generate more memberships, possible joint actions with other tourist attractions, coupons and inventive price offering schemes, and suggestions to attract more visitors during off-peak periods.