All other marketing efforts pale in comparison to the dramatic effect that an Apple feature has - at least that's how it was when we launched last April. In some ways, this has diminished (more avenues for app discoverability) but I'd say it still has the biggest effect.
However, it should be noted that iMockups has not been featured since June of last year and still is able to maintain a Top 50-60 ranking in Productivity in the US. As noted in the article, some of the key post-launch factors have helped us keep iMockups in the rankings.