When I have a nice month lined up with a lot going on, I try a newsletter format for that month during the first week.
Then I send out announcements for each event a week in advance and then, perhaps, 3-4 days before.
Papers, of course, have their own sched to keep up with, as well as different lists I don't want to be hitting constantly, like spam.
I am better about this with some events and months than others.
I have worked my butt off, done everything right, and haven't met expectations and other times, I have done the minimum and word of mouth spread to exceed my expectations.
I know that steady effort builds reliability and prevents the leaner, more discouraging times from getting us down, and some seasons have all and nothing while others are also steady.The important thing is, as with so many aspects, the doing.