All they really need is an IR firm who knows how to generate awareness and investor interest through legitimate channels and/or tactics, ones that we would not consider to be too 'promotional'.
They don't need to do promos or get pumped on penny stock newsletters but they do need to spread the word in some way, like I said even reaching out to their FB followers would be a good start.
There are clearly a LOT of folks out there who like this company and their products, especially small businesses and non-profit organizations.
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