For marketing:
Listen to your customers, they may just have some great ideas.
Label all quilt samples with at least the pattern name. You might want to add when a class on that technique is available.
If you post weekly or monthly mass e-mails, do so professionally. One of the e-mails I get is just regular e-mail. All the others have the pictures, logo, and lots of information. Guess where I don't go.
One of our LQS has a web site program where they do the managing of what goes on the site. They can add pictures and script. They have control.
Special events are great. Get the customers in the store, then they will buy or at least remember you with fondness and return quicker. With special events make sure you have enough staff for cutting fabric and checking customers out.