Word of mouth worked for me - next-door neighbour mentioned the local session back in the 90s.

On Friday I'll probably go and listen and play a bit in a backwoods pub[1] where there might be 15-20 people rather than go to hear a R2 Folk Awards contender in a club that's more of a concert for 50 or so.

[1] Cranleigh Folk club of course isn't in Cranleigh but in the Compasses at Alfold. Does Mudcat count as word of mouth?