What are good cheap guerrilla advertising techniques for a new kids chess academy

[StillWaiting]

and trophy store business? ? My son goes to a chess academy in Huntington Beach, CA where he participates in chess tournaments, a Saturday night chess club, and other activities related to chess. It's a new business and I really want it to succeed because I've seen what wonderful benefits my son has experienced since starting chess (improved attention, better emotional control, improved reasoning skills, etc). The guy who runs it knows a lot about chess but not much about advertising and he doesn't have a lot of money to advertise so I wanted to put together a guerrilla marketing plan for him. Any ideas for cheap, creative marketing techniques?