Firstly, If you just have flat feet without any other problems (whether biomechanical eg, rolling in of the hips, knees or shins or symptomatic eg plantar fasciitis) then don't waste your money (unless you want to become a foot model or something!). First ray function (big toe) is equally if not more important.
I would suggest seeing a biomechanics podiatrist (not a physio or osteo etc. - as any orthotics training will be post grad only). Podiatrists spend their whole training and career looking at lower limb function/biomechanics/pathology/treatment so they are the guys you want telling you if you have or have not got a problem.
Off the shelf orthotics often do not work for a couple of reasons:
Firstly, they haven't been designed specifically for YOUR feet.
Secondly, they often aren't "extreme" enough to make a diference (if they were then they would CAUSE problems in many people so instead they make them to fit the 'mean' rather than the extremes.
As far as exercise goes I still disagree with the rolling of the foot to improve the arch but the reasons for this are too long and boring for here.
In terms of strengthening, calf raises, tiptoe walking, heel walking, skipping etc are great for hitting the tib post and tib ant and FHL which will all pull up on the arch and all much more powerful than the intrinsic muscles. They are all full weightbearing or use multiples of bodyweight (impact) as well which is much more likely to make a difference than static (isometric), partial to full weight bearing contractions of the intrinsic muscles. Glute medius strength is also vital as it is one of the main lower limb shock absorbers and when walking it resistis internal rotation of the lower limb eccentrically. So it doesn't matter how strong your intrinsic foot muscles or tib post muscles are if your glute med isn't strong enough to resist the rolling in every single step you take.
In terms of flexibility make sure that you have good calf muscle length and ankle flexibility (into dorsiflexion) as if you don't that can cause you to 'toe out' during walking/squatting etc.
In terms of neurological control its worth reading about Proprioception and progressing some of the biomechanics correctional movement exercises eg to doing them with your eyes shut (as power without control/co-ordination is pretty much useless).
I wouldn't bother with vibrams or any other barefoot shoes as a fix unless that is what the podiatrist recommends after their assessment.
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