They could also start with the local school newsletters. I have found most schools will accept ads for a very cheap fee. I have a list of the schools, their contact details and newsletter details and a couple of times a year give them all a call and either place an ad or ask them to hand out flyers with the newsletter. Once they get a few local sales, word of mouth advertising is so powerful when it comes to childrens products. Parents will put more trust in a product or service if they know someone else who has used it. We ask new customers where they heard about us - approx 80% is from friends recommendations.