I don't think "cheaper" is the only way to go. You go a little bit cheaper and people don't notice. You go too cheap and people will think it's cheap pish.
Marketing is the way to go. Septemberfest was a huge success last year. It's not happening this year but surely the Micros can get together and organise something?
Another thing a Micro could do is to look into doing some type of fly on the wall documentary of a small independent brewery. Surely there's plenty of production companies that would love to get on board. It would be hugely beneficial marketing wise.
