I'd develop Laurie's point. There are basically three questions you need your own great answers to. WHAT business are you in? WHO are your customers? HOW do you serve them with maximum efficiency? And as Laurie says, the answer isn't everything to everybody however they want it. Success lies in defining the tightest possible definition you can, that will be big enough to support the business you have in mind.
With those questions answered, the actual promotional tactics you use will usually be self-apparent.