Nothing is overkill IMHO

Have you ever tried opening a "storefront" on ETSY?

It also doesn't hurt to make a PR/self promotion kit to send to targeted companies (indie record labels/surf and skate companies etc.)

Promo kits can be expensive or cheap but your best bet is to start building a targeted contact list (I love Linked In!) It's always best to find a real person to send portfolio samples to, not just "Design Department".