A speedy website
When I was at Simply the order processing on the website took 2 seconds to go through the checkout. One day we had some latency and it took 5 seconds, we lost £10,000 of turnover a minute until the problem was fixed.
With regards to the tournamentblitz thing, Frank is almost right - the advertising and the website will make the name, but he's missed one piece of the jigsaw puzzle.
A lot of people cannot spell tournament, so if a potential customer remembers the name they still may not be able to find it.