I start to do pre-ICO marketing & find out that it's quite hard: prices very, narrow expertise in agencies, no proper KPI's to be set etc. So I decided at least to collect all reasonable marketing (ok, including PR) instruments that will help to get the best results for ICO. Let's say one stop for ICO marketing:

1. Classic PR - press releases, interviews, Q&A
2. Banner advertising - display ads for extensive reach
3. Influential marketing - connect with opinion leaders.
4. Social media - connect with audience & opinion leaders.
5. YouTube - statements from founders, project introduction.
6. Bounty campaigns - referrals showtime.
7. Placements in blogs - native advertising.
8. Viral media - videos or pictures.
9. Community marketing - you know, Bitcointalk.
10. Events - meetups, conferences etc.
 
Contribute yours! Add instruments to this list.