It did focus mostly on online PR, however, so perhaps others could provide deeper coverage on this question on areas I know of but have not tried (or no longer use). For example:
- trade shows
- schwag
- guerrilla marketing
- speaking at events (supposedly can work wonders if you do it right)
- publicity stunts (think Richard Branson)
- becoming a press contact who's quoted a lot
- producing an event for your industry / sector yourself (worked wonders for Carsonified!)
- presenting your product in a remarkable way (think of how Google presented Chrome with the comicbook approach - get inspired by Understanding Comics by Scott McCloud - http://www.scottmccloud.com/ - or see http://xplane.com/ for a more corporate look)
- paying for word of mouth (risky)
- on the street promotion (booths, etc)
- leveraging networks like LinkedIn
- sponsorships
- cross promotions
- affiliate marketing
- e-mail list marketing (not spam)
- lead development and phone calls (surprisingly effective in many areas, though I don't do it as it's not relevant to my sector)
- writing a book on your topic (works better if you're a consultant OR you're happy to be the "face" of your product)
- social objects (look at Hugh MacLeod's career as of the last 3 years)
- be interviewed
- do your own interviews of people in your industry for your company's blog (see FiveRuns' blog for this in action - it's been very successful)
In terms of books, some personal recommendations (as in, I've read them and they rock):
- Dirty Little Secrets of Buzz by David Seaman (this is like dynamite)
- Whatever You Think, Think the Opposite by Paul Arden
- Any of the "Guerrilla Marketing" books by Jay Conrad Levinson
It did focus mostly on online PR, however, so perhaps others could provide deeper coverage on this question on areas I know of but have not tried (or no longer use). For example:
- trade shows
- schwag
- guerrilla marketing
- speaking at events (supposedly can work wonders if you do it right)
- publicity stunts (think Richard Branson)
- becoming a press contact who's quoted a lot
- producing an event for your industry / sector yourself (worked wonders for Carsonified!)
- presenting your product in a remarkable way (think of how Google presented Chrome with the comicbook approach - get inspired by Understanding Comics by Scott McCloud - http://www.scottmccloud.com/ - or see http://xplane.com/ for a more corporate look)
- paying for word of mouth (risky)
- on the street promotion (booths, etc)
- leveraging networks like LinkedIn
- sponsorships
- cross promotions
- affiliate marketing
- e-mail list marketing (not spam)
- lead development and phone calls (surprisingly effective in many areas, though I don't do it as it's not relevant to my sector)
- writing a book on your topic (works better if you're a consultant OR you're happy to be the "face" of your product)
- social objects (look at Hugh MacLeod's career as of the last 3 years)
- be interviewed
- do your own interviews of people in your industry for your company's blog (see FiveRuns' blog for this in action - it's been very successful)
In terms of books, some personal recommendations (as in, I've read them and they rock):
- Dirty Little Secrets of Buzz by David Seaman (this is like dynamite)
- Whatever You Think, Think the Opposite by Paul Arden
- Any of the "Guerrilla Marketing" books by Jay Conrad Levinson
- Ready, Fire, Aim by Michael Masterson.