Seeking Ideas to promote Theatrical Group for Bums-on-Seats (aren't we all..........)

This is a serious blog - "we" (that is as in "royal") - who stage shows are always thinking about marketing - how do we get our audience i.e. through the concept of patrons, for example comes to mind to act as a pull, a draw. Has anyone out there had any experiences they could blog back re how to promote one's thespian exploits to the masses and gain kudos and a clamouring audience - would be great to hear. The usual things are being done radio broadcasting, letter drops, mail outs, billboards etc. The thing here is that this organisation is essentially a charity raising group and has "used" (if-you-will) and contacted all the usuals - but would be interested in anything we might not have done.......... Peter