In my 13 years of doing this, I've found that nothing beats word of mouth. I've actually started offering "commissions" to regulars who keep bringing people in. Cup of coffee on me, half pound price for a full pound of coffee, things like that.
Other than that, depending on your business, personality is key. For me, even though we use Loyalty, we focus on remembering people. In my employee manual, there are requirements to know a certain percentage of our regulars' names and drinks before advancing: 10%: out of training, 25% within three months, 50% to be a team lead, 90% to be a manager. Being able to say "Hey Joe! Welcome back! How are the kids?" for our regulars has helped us establish the community aspect of our business. I also tell our team that they are allowed one "Regulars Thank You" comp'ed drink per week. To me, it means so much more to hear "this is the fifth time I've seen you this week. Thank you, this one is on us." versus "You have a free drink according to our computer. Do you want to use it?"
As for other advertising, I do not get traction on anything paper anymore. I used to run an ad in the local community paper: $95/mo. I never saw anything from it. Social media has been my advertising bread and butter. In fact, if I miss a few days posting, there is a noticeable drop in sales volume for me. I keep up on my FB and Insta pages regularly and make sure Google has all the updated info.
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