I work in a large urban centre so prices range from $50.00 to $100.00 per 1 hour visit. You would expect a lower price in small towns where the travel and cost of living expense is less. I've heard of the $1.00 per gallon price but that was per visit. Clients may pay this, but only a select few, and you probably don't want to deal with that kind of character. These are in canadian dollars, but we're pretty much at par now with you guys (thanks George).
I charge $75.00 for the first hour and $50.00 for additional hours. I rarely charge for the second hour and only need it it if I'm installing something new. I make enough on the products I sell, so i don't need to charge extra on top of that for installation.
I usually go every second week, but that's only due to scheduling limitations. You would want to go every week for a new set-up or a reef tank. I'm too busy with installations to do maintenance, so i just do it for the first six months until the tank is stabilized. You may be able to find an existing company that will sell its' accounts. Many aquarium installation companies are in the same boat as me. I have a hard time finding someone to take on my excess accounts.
New tank installations range from $300.00 for a freshwater tank, to $500.00 to $1,000.00 for a complicated marine set-up, where it takes days or weeks to complete. It really depends on how much you are making on the equipment sale. If you have to match a big box store or etailer, then you have to charge the higher rate for installation to make your profit. If your profit margin is good, install it for free but remember, you'll have to go back a few times at your cost every time the client panics.
Tank moves range from $500.00 to $1,000.00 but they're a lot of work and only worth it when you're just getting started.
Yellow pages are too expensive in major cities ($3,000.00/year for a business card size ad, and 6-8 books to cover the city), so set-up something with the LFS to refer people to you with a commission given on good leads.
Trade shows are a great way to get in with a designer, or custom home builder, but they are very expensive in large urban areas as well. It costs me about $7,000.00 to do a trade show, and it takes a year or two to get follow-up sales. In the end they always pay off. Out of the blue you get a call for a big installation that will pay for a few shows.
Magazine ads are a waste of money. They're usually $1,000.00 for a 1/4 of a page and you get nothing from them. Newspaper ads are a lot cheaper, but it doesn't matter because the only calls you will get will be from other publications asking you to advertise with them.
Word of mouth is the best advertisement. Try to get a unique tank in a popular high end restaurant or design store. Biting the bullet and doing it at cost is still a lot cheaper than paying for print ads, yellow pages, or trade shows. This way you have a "showroom" to send people to.
