The notion is to use whatever tools necessary to get to their audience. This could involve the design of a cassette package, a sell sheet, counter displays, advertisements, direct mail pieces, press releases, publicity and promotional tours. Sometimes the sales promotion will coincide with a television broadcast of their program or with the release of a book that has the same name. That's a tough one. Producers could study similar programs or videos and examine the marketing strategies they used.
Producers do things back-asswards.
This takes a myriad of forms but they forget the key task in producing. Producers should put together elements which will attract the other elements. For example, once you've got your script, money, producer, director and broadcaster then you can go after a star. For all the talent that resides in a producer's brain, there are often gaps. I've met many producers who've worked for years to write and develop their one short video or one single hour program.