There's some good stuff here.
http://www.digitalmusicnews.com/permalink/2014/01/23/7-reasons-empty-shows

Definitely good stuff. I make a point of not playing locally too often, and last night we had a killer turnout even though it was 10 degrees and windy at showtime...

My thanks to all those club owners who help me avoid playing too often locally

I liked this bit,

print posters and flyers, advertise in the press, on radio, get sponsorships (like local wine or beer companies are perfect). Inviting all your friends to a Facebook event is only step one.

Print up physical promo materials such as posters and flyers. We live in such a digitized world that receiving an invitation in the physical world is awfully refreshing, especially if it’s given to you by a friend.

Having a physical flier legitimizes your show.

My friend Chandra here in Bali in the city of Singaraja ALWAYS is sponsored by beer companies, and Fender basses has him as their poster boy. He's holding their bass and the poster is essentially saying you should buy our basses because Chandra endorses them. Cool.