@Sneakers41 - I agree that doing some sort of direct mail or social media marketing is important but I also think that doing a press release at the local Sunday edition of the Neighborhood section of the paper can also get the word out about the business.
I think that once a customer does come in the door, a business has to have a way to track that customer in order to follow up with them so they can develop a relationship.
Some businesses do this by asking customers for their email or contact information and then offering a rewards program while other companies will do this by offering some sort of random drawing.
Restaurants do this a lot. I have seen some restaurants have a big fish bowl and ask customers to drop in their business card in order for a customer to win a lunch for two or a catered lunch for an entire office.
The customer has nothing to lose and the business gets a ton of leads to market to in the future. I have never won anything this way, but I always throw my card in there just to see if I win.