It's freaky, because Ignition did some of the things you 2 mention.
Shane of Ignition went to Japan, and showed conducted a
Nice Interview. They released casual-appealing trailers (Such as the
"One way or Another" Sousai trailer, or this
"Legacy" Trailer), they made sure each of the trailers recieved attention on sites like 1up and Gamespot (Which Atlus is doing some of, as well), and I think they even KoF to sponsor something like UFC one night, though I can't find a source for that anymore...
Then you had the
KoF XII Tourney Ignition sponsored, with the grand prize a KoF XII Arcade machine! They also had a fanart contest, and the voting on US cover arts, after they revealed the poor photoshop-like coverart they orignally came up with.
I like how personal it all started to feel by the end. Very western-themed trailers, complimenting the very Japanese variety of SNKP's own, a peek into the SNKP officies, and a big KoF Tourney with it's own expensive prize. Ignition definitely tried with what they had, and you have to respect them for at least that much.
SNKP also stepped up their promo materials for XIII's arcade release. Maybe once Atlus is finished with their own special move intro vids, we can get something more in-depth, like the Tech References. It's pretty hard to know how unique the EX moves in this game can be some times, with what's been shown to the casual press so far.
The Con-going stuff Atlus (and Rising Star!) have done so far has been very nice, however. Just hope they can share those kind of efforts, with an even larger audience.