As we've mentioned previously, large companies appreciate the value of marketing through well known celebrities.
In reality this is beyond the reach of small to medium size businesses as they simply can't afford it. But there's no need to despair. The market offers a wide range of affordable opportunities of getting trusted sources to spread the word about your project to potential clients.
These trusted sources are other projects with a desirable audience, the big advantage being they're also looking for new clients. It's very simple to tie up the ideal business cooperation deal when both sides have the same aim but don't compete against each other.
If you don't grasp what we're talking about, just watch this video:http://www.youtube.com/watch?v=KX_ksTOYtk4