If you still haven't found what you're looking for – a way to fill your store with worshipful fans – try turning to an unlikely master for inspiration: U2's Bono.

The front man of the über-popular band is one of the hottest rockers on the planet, no question. But he also has an uncanny instinct for marketing – and in a time of decline for the music industry, he even has the record sales to prove it. Here's how you can adapt his most successful techniques to your marketing needs:

Switch It Up

That's what U2 has done for its current wildly successful worldwide 360° Tour. Bono and his band plunked down US $100 million to turn traditional arena layout on its head. Nicknamed "the claw" and heralded as an architectural marvel, the novel 360° design he commissioned is generating nearly as much buzz as the band itself. What's more, the round shape increases capacity by 15 to 20 percent at each venue, which allows for lower ticket prices. The result: happier fans, bigger audiences and more opportunity to sell tour merchandise and CDs. Expected revenues? A cool US $ 300 million. Not a bad return on investment.

The Lesson No one's suggesting that you spend a rock-star fortune on your own outlet. But maybe there's a way you can re-jig your store to increase traffic flow and shake customers out of their shopping doldrums. Rows of shelving and racks of clothing are practical – but a tad boring. Is there a way you can inject some life into your floor space, while increasing capacity at the same time? Are there new and quirky ways to display your goods? Think of yourself as Bono's set designer (minus the megabucks) – and go to town!

Forging Good-Work Links With the Like-Minded

When Bono puts his mind to something, watch out. Back in 2006, troubled by the rate of AIDS in Africa, the star launched his RED campaign to heighten awareness about the issue – and to raise money for research and treatment. Partnering with companies such as The Gap and Motorola, the campaign directs a portion of profits from sales of RED goods to the cause. Bono told Oprah all about it and soon, celebrities such as Steven Spielberg and Kate Moss jumped on the U2 bandwagon. In no time, RED partners reported that they'd broadened their customer base by as much as 35 percent. Bono insists the undertaking is all business. "Philanthropy is like hippie music, holding hands," he told an interviewer. "RED is more like punk rock or hip hop. It's hard commerce."

The Lesson Don't count on an Oprah appearance, but you can try this on a smaller scale, too. Is there a cause in your community that needs your help – and that fits your brand? Perhaps it's the local Big Sisters organization or a struggling shelter for women. Set aside one day a month, say, during which you'll apportion part of your profits to the selected cause. Solicit the support of local well-known media personalities and other celebrities and invite them down. Now, your store has become a story. The publicity you'll garner is priceless, the return on effort significant. And you're doing good, to boot.

Networking, Networking, Networking

Word-of-mouth may have its place, but for Bono and his entourage that approach is so yesterday; he uses every form of media at his disposal. When he gives a concert, he promotes RED. In fact, he tweets it, sleeps it and eats it. He's an expert at media cross-pollination, using 140-character feeds to direct fans to RED MySpace communities and directing Facebook followers to the stores where they can find RED goods. He's no snob about mainstream media, for that matter. After he appeared on Oprah, hits to the RED website increased by 66 percent.

The Lesson Don't let fear stop you. Learn everything you can about social networking – and use it to your best advantage. It's a free and effective way to reach thousands of people – word-of-mouth gone viral! Whenever you have a sale or a promotion, tweet the message, post it on your Facebook site (You do have one, don't you?) and send out an email to all your customers. (You have been capturing this information, right?) But don't forget, traditional media provides a steroid boost to social media and it heightens the effect.

Reinvent

In the book Mojo: How to Get It, How to Keep It, and How to Get It Back If You Lose It, author Marshall Goldsmith says "you need a firm handle on your identity to understand why you gain or lose your mojo. To alter our behaviour, actions, and the results we achieve, we may need to be open to altering our self-perceptions and identity." Again, consider Bono. He's gone from regular guy – a Dublin bloke, to musician, rock star, mega successful rock star, and ultimately, humanitarian. We can't wait to see what's next.

The Lesson Don't let your definition of who you are or what your business is limit the potential of what you can become, and what is possible. You just might find what you are looking for.