Alien Bees do a lot of active promoting of their products
Come to think of it, I don't think I've ever seen an add for Alienbee. Maybe in a magazine, but I can't recall for sure. I haven't bought a magazine for several years.
Just about everything I've 'heard' about AB (& P.C.B. products) comes from people on internet forums. However they did it, the have a great reputation with amateur and advanced-amateur photographers...which is a great target market for a product like this.
Well, Alien Bees are still being advertised in the USA photo magazines. The "major" USA gear magazine named Shutterbug is where Buff got his start advertising the original White Lightning "coffee can" monolights over 20 years ago. He continued advertising in magazines with the White Lightning Ultra and Ultra Zap models, and then the Alien Bees were advertised full-page in Shutterbug's huge, oversized format, for pretty much five years,every issue. LOTS of product information, really good ads too.
A few years ago, Paul C. Buff was on the dPreview Lighting technique forum, but he began to get testy and railed,repeatedly, against what he called "Euro-Flash" manufacturers,and in general became very agitated when the performance of the Alien Bees reflectors was found to be quite uneven and poor, and after a short while he was banned from dPreview. He then started his OWN forum on the Buff web site, siphoning off quite a few devotees from the dPreview forum,and things went very well there for a while, until his promised and very heavily HYPED-UP line of new products never materialized, and he began to get questions from forum members, so he closed down the entire forum in what most people would characterize as a "huff". Closing his own lighting forum caused many of his fans to become very, well, upset with his personal behavior and his constant blame shifting to his suppliers for the design failures of the AB Max and his new triggering system. Buff also began a European sales and distribution program that lasted less than a year,and ended with "bad blood" and another "huff" type situation.
There is at least one "sponsored" shooter still on dPreview's lighting technique forum, Lawrence K, who has in at least one post I have read, admitted that he is "sponsored" by Buff's company. Some consider this to be a form of "shilling", by approaching an elderly,retired hobbyist who showed an affinity for photographing young "models", and outfitting him with a full compliment of equipment, and then watching his skills grow over several years. Buff's web site has also featured shots e-mailed in by many,many owners, so that's another very clever way to promote by viral marketing they have used. Overall, the Buff family of companies has bought millions of dollars worth of print advertisements in American photo magazines over parts of three decades, and they have harnessed the power of the internet to market directly to hobbyists--which is something the "other" flash makers have pretty much FAILED miserably at. And I mean miserably! Two American companies, Speedotron and Photogenic Machine Company have been making studio flash equipment for well over 40 years longer than Buff has been selling flash gear; Speedotron more or less "invented" studio pack and head systems in 1939, and Photogenic was not far behind in the 1940's--and yet both companies have failed miserably to promote their products, and failed for decades. Paul C. Buff is an amazing entrepeneur who took "nothing" and built it into a major something,and has done an amazing job of promoting his products, ever since the 1980's. Not without controversy, but still, all publicity is good publicity (some say). EDIT: Paul C. Buff has recently re-opened a user's forum on his web site! Good news for those looking for all sorts of info on Buff products and technical information.