Begin by doing market research to analyze your target audience. While large companies such as Walmart can afford ad campaigns which reach huge volumes of potential consumers, a small business can only afford narrow marketing campaigns intended to reach a very well specified market segment. Thus you might create campaigns in social media aimed at a narrow demographic. You could also do advertising campaigns based geographically and aimed at people in a certain demographic with smart phones indicating that they are in proximity to your retail location. Donating products to local school fund raisers and other community events will raise positive awareness of customers in your area, as will participating in Chamber of Commerce promotions in which multiple business pool resources for major campaigns.