1. Create a token for your exchange if you don't have one yet and then coordinate with various airdrop channels to advertise it. If I am not mistaken, Binance became an instant hit because they did this.
Binance became known not because of their token but because of their service as an exchange. And it's just so happen that through the popularity of the exchange, their native token took the attention of the investors and traders.
Although this isn't a bad idea but I suggest that they have to focus first with the exchange rather than thinking of making their own token. All of the marketing suggestions are good and if they have a decent budget, they should hire an entire experienced PR person or team or agency for the marketing to easily monitor the promotions.
Know your target market too if you are going to focus first with local or you'd go int'l already.
Yes, you can add their service as part of the reason. I'm not really referring to how BNB got the attention of investors or traders but how Binance used it to help spread awareness of the exchange. I remember them launching community competition such as creating videos about Binance and pays the participants with BNB.
The main post is asking how they could market their exchange so maybe they really did their part when it comes to development & licensing. Hiring someone who is experienced marketing products related to cryptocurrencies isn't a bad idea. I would still recommend methods that wouldn't hurt their budget for testing the waters.
1. Create a token for your exchange if you don't have one yet and then coordinate with various airdrop channels to advertise it. If I am not mistaken, Binance became an instant hit because they did this.
Not another unneeded token, creating one for your exchange may even be counterproductive cause most newly created token/coin is a scam and if your exchange (which is also new) is associated with one, it can also be accused to be a scam exchange; and that being said, Binance token was created in 2017, and you know how much things have changed since then.
I can see where you are coming from but who really knows 100% if it's going to be another unneeded token? The native token will become useless if the exchange itself isn't good enough. Like I said, the method will help increase awareness of the exchange and not a guarantee that it will bring in serious traders.
This doesn't sound very trustworthy and doesn't sound like professionals are going to run the exchange. Running an exchange is a highly complex matter. Whoever then asks for marketing tips will surely fail. 
