"My two best ideas:
1. Farm the people with otaku. Get their email addresses. Talk directly to them, regularly. Book music for your customers, stop trying to find customers for your music. If you can, sell subscriptions—ten nights a year, say, for $200, with some of the nights being big names and others being great new acts. 2. Bend over backwards to make it easy for people to bring their friends. Offer two tickets for the price of one. Or even better, five tickets for the price of two! Make it easy to reserve a table in advance—but only big tables, not small ones."

Purple Cow by Seth Godin: Bonus Chapter 2