TBH, it seems to me it really depends on local media and their partnerships with clubs.
It's always been quite well done on the Central Coast, whichever radio station has the agreement generally hosts the pre-match stuff - they get the mascots going around embracing the kids, just before the players finish warm-up they're made to kick signed balls into the crowd... in past years there's been "lucky row" and "kiss on screen" promotions - just general engagement stuff that generates some atmosphere.
For some clubs, they must just leave it up to the home end support and think that's good enough. Not sure.