My business is promoting Bitcoin to local merchants. The website directory is just one of the incentives to get them to be interested. All the businesses listed accept bitcoin in some manner. Either directly for goods and services, or they are experimenting with receiving bitcoin tips only. If they are agreeable to try bitcoin, then they get listed. If I list them and they stop accepting Bitcoin, then they are delisted. There are two guys actively pursuing new merchants for BIV, myself and "Brett".
The events are called Bitcoin Lunch Mobs and happen every Wednesday. About 60 of us communicate through a distro list to find more local merchants that might be interested, discuss latest news and trends, and coordinate where the next lunch mob will be. Between 8 and 12 show up each week to support the businesses that are toying with the idea.
Now that my briefcase is operational, I'll be spending weekend mornings at the local bagel shop letting people know they can use their pocket change to buy my bitcoins and spend them right there on their bagels.
I've also done several podcasts promoting Bitcoins to the tech community in Las Vegas.
https://twitter.com/DowntownPodcast/status/385154829464911873 (Bitcoin fun starts at two minutes)
Last week, I offered $100 of my own money to be divided up equally to anyone that shows up next week that has a bitcoin wallet installed on their phone. This happens tomorrow night.