Here's a case in which we had to attract interest to a product (restaurant).
In our city there are more businesses than there are consumers. The product had reached beyond market saturation so there was nothing particularly unique or niche about the restaurant when compared with its competitors. So what we did was redefine the experiences people had there. We put up a foosball table in a spot that wasn't really seeing a lot traffic and set up an old arcade system purchased off ebay for cheap, and now kids are hanging out after their meals. The mood completely changed and the business was longer "that restaurant that serves the same food as those other places," but "the place where you could play games." I don't think people go to that restaurant to eat anymore. I think they're just there to play games.
Here's another scenario revolving around bands at a bar.
This area is filled with live venues where bands go to play. One bar always seemed to get by better than the other bars. The reason why is because they stacked their sets. While all the other businesses booked from the same pool of bands, 2 at a time, the Stafford was the only place that booked 5 bands at any given night. Now each band has their own dedicated following, and for a bar it's especially critical to have a consistent minimum of people for there to be social fluidity. So when one bar books these two bands each with 25 people they get 50 total that come in and out randomly never triggering that minimum amount to retain the clientele. Well when the Stafford books those same two bands and 3 more with their own following of 25 a piece, then that minimum amount is immediately achieved and everyone stays and then eventually the place becomes packed.
Diversify appeal, identify the tipping point for sustained growth.
While it's important to have a phenomenal product, we're in the age of phenomenal products. Everything is awesome. There's not enough money for all the cool stuff we can get. I want a wii, a better tv, a new kitchen, etc. All of these things have fixed costs. But people don't have fixed costs. So the most cost effective thing you can do is to create a mechanism centered around your product that can bring people together. Because traditional marketing doesn't work anymore and neither does advertising. Heck, if I want to be entertained hours on end I can just turn on my computer, watch hulu, have a beer in the comfort of my home talking to you guys.
When something becomes ubiquitous then it is no longer something unique in and of itself. It's just more of the same. We've already moved from a product based economy to a service based economy, and now I think we're in the transition from a service based economy to an experience based economy. (That's just what I've heard. I'm not expert on the matter.) So the next best thing to material goods and synthetic based happiness is real human states triggered by other people.
Best of luck