I start by getting my friends into a game. If I can hook just one of them (of 3) to sip the kool aid then I have a buddy to play with consistently which has a much higher potential to turn into 2 then 3. While that courting is in progress I reach out and try to find other players VIA forum or group or whatever. Once again if I can find just 1 then it add to the level of playability. From here coordinating with those that are interested and what stores would want help/run tournaments/demo while making myself available to help/teach whatever.

When this works its great because usually at the worst I end up with people to play with.

When it doesn't it sucks because thats a a lot of effort on my part and if it doesn't "grow" the scene the game will die out over time.