Marketing Plan for SMB on shoe string budget (part 1)

Marketing has always scared me. I envisioned graphic artists and copy editors PR companies and money, money, money!!!
How can a small company like ours afford to compete with the big companies? What is the best approach? Who should we market to? How should we market our products and services? What is the most effective way to market? Can we afford to market? Can we afford NOT to market? So again, we are going to the drawing board.
Let us start at the beginning: Who are we targeting? Businesses that need to print labels. (New industries, new markets) Chemical manufacturers (established base.) Complementary companies - Companies that already service the industries we are targeting.
Our goal is to team with them, offering customers a more complete solution. Vendors - Hardware or software companies that will let us sell their products as part of our package. It surprised us when we realized that we needed to market our abilities to companies that were not potential customers in the traditional sense of the word. What is our message?
Our basic message is the same to all targets: We want to communicate to them our experience in label printing. Our capabilities: software design, need assessment, designing solutions that work, implementing solutions, working with in a budget, Project management, technical support and maybe the most important of all: our work ethics: Superb customer service and support. Education. And finally our basic belief that one size does NOT FIT ALL.