Depends on your industry. I love what Red Robin did when they came to my town. They sent out packets to a select group of the community and invited them for a free lunch in the two weeks prior to opening. Guests received a controlled, informative, free lunch for four and the company received a 2 week training event for a whole group of new staff. Even though I don't eat their often, I have such a positive view of the company based on what they did and recommend them to others.

Hope that helps!