The best promoting is no promotion. Advertising is an ugly word. Just do it. Tell us your experience. But don't turn it into a brand. That's the problem with those who are paid. They always have to try to capture the largest audience. Sometimes it's better if a few do it and the whole supports the few. Think of it like you are for diversity. There you go. There's your buzz word you can take to your corporate sponsor. They will eat it all up.