I think that the biggest step that you could do for marketing is getting listed on Binance or OkEx or a similar big exchange. They have monthly votes where you could get listed for free! You need to get on some top tier exchanges for this to explode.
Unfortunately the user base is still to small, and I remember the devs were saying that they do not want Elixir to be involved in any vote manipulations, as it happens every time over there. There is a team that is working on their marketing strategy so hopefully we will see some results soon. Talking on the legal side, I'd like to know what are the benefits of being an airdropped/non-ICO token? It cannot be viewed as a security? As far as I know all their competitors had ICO's.