give them something to talk about

I always tell clients that consumers don't trust advertising and that they're listening to word of mouth. But just because someone says they don't trust advertising doesn't mean they aren't impacted by it. It's a survey, folks. People also say they vote (when they don't), that they floss their teeth every day and that they only watch two hours of television a week.

From Keller Fay - "Advertising is the key driver of word of mouth." Give them a remarkable ad campaign. Give them something to talk about.