So if it is all in/out flow then it is marketing that counts. And if ROI at airshows is a bust, then something else. In my firm, with an annual budget of $8million the single best form of marketing is word of mouth/referral. The second is Facebook. The first, accounts for 70% of business, with Facebook way, way behind the curve at 20%.
What about gorilla marketing?
PS The first aspect of gorilla marketing/word of mouth is having something that thrills the home crowd. If this thread is an indication I would focus on the top-5 to -10 issues that would cost the least to modify, implement and measure response. Once the natives are settled some implement one of many campaigns to choose from and off we go. I would bet the ROI for such a campaign would be very rewarding. The easy changes, such as the darbar issue, etc could likely be adjusted in an afternoon.