I'd also add - get yourself written up by either ReadWriteWeb or TechCrunch. They seem to be the two big'uns in the "tech-meme-like" market, and a write up by either of those will be free and will certainly be worth much more than a thousand bucks' worth of advertising.
As a side-note, if anyone knows of any way to reach the construction industry that would be as effective as TechCrunch is for geeks, please let me know :-)
