Before the days of social media, the highest quality advertising was concocted in closed-door boardroom scenarios. It was Mad Men brought to real life, creating content that returned a high ROI for their clients. There were clever clips, memorable catchphrases, and tactful taglines. These days, with Instagrammers and Facebookers the prevalent force at social gatherings, the advertising dollars are best spent elsewhere. If you play your cards right, as Paul Miller did by hosting a Cars & Coffee style event, you can be sure that there will be a colony of eager beavers providing countless images of your unofficial ribbon-cutting, often for little more than a shoutout on their selected social media site.