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As RawAlex points out, you want to be on the local news because that covers print, TV and radio, it's free and the word of mouth is much better then in regaular advertising.
Do something that hasn't been done before, roast a pig, get the high school marching band organize a charity event at the store. Something that's unique and stands out. You didn't mention anything about your location but if there's lots of foot or auto traffic get something that will attract attention.
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