Having been through some of these things in my career, I would say that the first thing you mentioned—advertising—is quite clearly the highest priority. You have to let people know that the service exists before they can use it.
I'd back that up, as the government did a few years ago, I think, during the Mulroney period, by sending people around to trade associations to meet with business in various areas and explain to them what is available.
It's a shame that the Trade Commissioner Service is one of Canada's best-kept secrets. It shouldn't be a secret. In the United States, where I go from time to time because winter is no longer that attractive to me, in between the attack ads you can see advertising from the government saying USAJOBS can help you to export.
That's how you get people involved. They have to realize that it's there to help them. It's amazing, once they do get in touch and start working with somebody on the ground, how things come together. It's not 100% successful, but it has a pretty good ratio.