Don't spend too much on promotions. This business typically runs on personal recommendations, so referral programmes work better.
If you are in a crowded market, offer something different that the others are not offering or not in a position to offer. Even simple things matter a lot - like greeting the clients when they walk in or walk out, send them a reminder after 3 months as a follow up. Maintain database and build heathy client base. Offer an attractive yearly programme.
Imp tip: This is a sure shot winner. Spend a little more and run a blog with interesting articles and send your clients as a weekly/monthly newsletter. Your client has to see some value; otherwise you have to just compete on price with other players in the market.
"Customer buy on price because they can't find extraordinary quality, convenience, service or value."