I my opinion marketing is mostly a waste of time and money. Everything is based on the relationship you build with your staff and your customers. If your customers have a fantastic experience everytime they go to your shop then they will continue to return and tell their friends to check it out. If the experience in the shop is poor then no amount of give aways will make people want to return. Some questions to ask yourself: Are my baristas friendly, all day every day? Do they say thank you when the customer picks up their drink? Is the service fast and accurate? Is my cafe clean? Do you know where your customers come from? Where they work? Do your baristas remember your customers names? Their drinks? Is your turn over so high that customers never have a chance to get to know anyone behind the counter? Have you decreased the cost of goods so much that you have poor quality items? Just some questions.
Ok. So here are some random ideas. Sometimes coffee shops or bars/clubs in cool cities like Austin, NYC, Memphis, San Fran, etc will get a certain kind of clientele or "scenes" associated with them. Think "CBGB" or "Max's Kansas City" in NYC. This can be great for a movement or collective art/music kind of thing. But if you are the general manager of one of these kinds of places then you are faced with a dilema. Your regulars, the people who are a part of the scene who have come to see your establishment as a part of themselves, are actually driving any new customers/business away. Because someone who just wants a cup of coffee and a muffin might not want to be a part of the "scene" that happens in said establishment.
Sometimes really "known" or "hip" places become all about themselves. As though the people who own them, manage them, and work in them are really the special people, the stars of the show, as it were. Why in the world would anybody want to go there if they had to worship at the alter of how cool the place was in order to buy a coffee? That is one reason why Starbucks is so successful. You don't have to worship Starbucks to go there. You can go there, get a cup of coffee, make some pleasant small talk, and be on your way. Starbucks does not get in the way of the customers experience. (At least the demographic of customer that makes Starbucks one of the most successful companies in modern history.) I think it's OK to have a "cool" shop but you have to ask yourself, "Are there enough 'cool' people to support my business' financial needs?" If your shop is REALLY "cool" then there is no way your possible customer base is big enough to support you in the long run. People who are THAT cool don't have any money. They might be creative, wise, funny, amazing, deep, talented, and really, really, a great person, but they don't have any money. And they scare normal people away.
Now I don't know that you, Lisa, have the kind of shop like I was describing. I was just throwing out some general ideas about what kinds of issues a shop like that might encounter. Austin, I imagine, might have some of those kinds of places, since Austin is one of the premire cities in the USA for music and culture. Again, just some ideas.