What is the most effective way to get the word out and create meaningful leads?

I just started a new business, the product is relatively new in my industry and requires a shift in thinking/behaviour. I find that I spend a lot time educating potential clients about the benefits. Can you recommend some effective strategies to help me attract prospecting clients without spending a ton of money? If you had to pick, which do you think is the most effective at building leads: 1) Face-to-face networking at conference/trade shows, or 2) Print marketing in trade magazine? PS. I do a fair amount of social/online marketing already.