A while ago Tim got very excited about the signs you place outside your office with your company name on them (for the life of me I can't think of the term for these).

So we made a sign, had it printed and stuck it alongside the 9 other signs to the side of the lifts on the ground floor of our building. 

The anticipation of having someone actually wander up purely due to our sign was too much in that first week, but soon we basically forgot about it. Until this morning, when a man stepped out of the lifts, off the street (here, there is a funny story about the miniscule size of this planet and how we had actually talked ot this guy before, but it doesn't really fit in anywhere). We now have a lead due to that sign.

Marketing as a whole can be boiled down to those signs. The trick is to look better and slicker than those other 9 signs, to be the sign that stands out from the crowd and entices someone to get into the lift and find you.