Personally, I used SEO to drive traffic to BANS site. I target the product/brand names, together with the typo/mispellings too. I wrote a post about my strategy here, take a look: http://buildanichestore.yellowebmaster.com/hot-niche-is-the-queen-targetted-draffic-is-king Let me know if you need helps.
If you're in the US, watch out because I got a C&D not long ago for bidding on trademarks and brand names. Some companies don't like you to bid on their brand.
I just start building Astores at Amazon....and dont' know how to promote them..... http://astore.amazon.com/baby-cradle-swing-20 http://astore.amazon.com/healthy-care-booster-seat-20 http://astore.amazon.com/steering-trike-20
thanks but I think you were using PPC right? My strategy involved SEO, so far I have no problem SEO-ing trademark and brand names.