Here is a great article about how a bricks and mortar company is successfully marketing their new product.

http://www.financialpost.com/small-business/advice/story.html?id=1767135&p=1

Notice anything familiar?

Targeted Media Campaigns

Focusing on where customers are looking

Press Releases to promote Expertise

Solution based Articles

Newsletters full of useful information

Working with Business Partners on sharing knowledge

Test everything

Target, Target, Target

80% of revenues comes from 20% of your customers

Listen to your customers

Form partnerships

This stuff really works, both offline and online, you just have to take action and actually do it.