+1. Look at how much time we have spent discussing the Cut Brooklyn video. That is invaluable press.
I would put a great deal of work into my website (including text, photos, and video). Cut Brooklyn is a great site. Very clean/stylish/modern and easy to navigate. Jon and Sara have a great site too (cool logo, lots of high resolution photos and videos). Marko looks like he is putting together a nice site (I also like his new logo/maker's mark).
I would probably try to be a presence on the forums (again, Jon does a great job with this; always helpful, but careful not to push his own products too strongly).
Little things are important. I love how Jon and Sara package their products (black tissue paper with JKI sticker and handwritten thank you notes from Sara).
Social media of course (Facebook and Twitter).
And if I had the cash, I would consider advertising with Google. I work for a small/private graduate school and we spend around $15,000 a month with Google during admissions season to get our name to the top of the search results page for certain key words. I am convinced that it is money well spent in our case (would have to do some research on what it would take to compete in the "kitchen knife" key word arena).