Hold a tea tasting event in your tea shop or a local restaurant. You can charge admission, providing free or discounted tickets to your best customers to ensure a good turnout. Serve five or six varieties of tea, ranging from a high-quality version of a familiar flavor, like Earl Grey, to an exotic new item, like a Chinese pu-erh.

Match each tea with a bland snack that serves to clear the palate, like a simple cracker or shortbread. Display a guest book in which attendees can write comments, choose their favorite tea from among those tasted, and leave their names and addresses (email or snail mail) to be invited to future events.

Tastings are also perfect for generating media excitement. Be sure to contact your local newspapers, radio and tv stations.