Without doubt, the one lesson I've learnt as a marketer, is that the BEST marketing tool of all is sometimes the most elusive - postitive word of mouth.
It takes an excellent product or service, passionate customers - and time.
The St Jerome's Laneway Festival is a beautiful case-study in word of mouth and buzz. Originally started as a one off party for a bar (St Jeromes) the owner - Jerome of course - knew that all he had to do was create something great...and be prepared to wait. Three years later, you've got a national festival, sponsors knocking at your door and still an event that people rave about.
Moral of today's story - it won't happen overnight, but be committed to both doing it well and letting it grow - and it WILL happen.