Here are some interesting things service establishments are doing. You might find one of them that will make your books, talks, website, or company better.
The D.C. taco chain California Tortilla offered a promotional discount: any customer who beats the cashier in a game of Rock Paper Scissors receives $1 off an entree. The offer was for only one day, but personally I'd have made it policy. It'd make the day interesting for the cashier.
A wine shop in Cambridge, England, offers a student discount that can be doubled or quitsed (eliminated) on a Trivial Pursuit question.
In his blog, Seth Godin suggested that you give customer service people the ability to give a prize to the nicest person who calls in each day. As he noted, "What's the worst that could happen--they might use a little judgment, might enjoy the day a bit more, might even start to care."
Magician Chris Angel offers an incredible viral email that you can send to your friends that features their name and phone number in a video. You can create such a video by going to his website at freakyourmind.com (no longer an active website, alas). Once your friend views the video you had Chris's website prepare for her, the video takes her to Chris's site so she can create similar videos for her friends. Alas, this site has retired to the magical land of previously great websites no longer existing.
What can you do to get people talking about your book, speech, website, or company?