My gosh! I never even imagined that something like this exists, but it wouldn't surprise me.
Let me think:
It depends on what publicity has been done really. I am more of a creative so I can suggest all kinds of creative routes but it doesn't mean that it will be the right path for your business.
However, after having looked at a company called bodyliciousbutlers, I would say using Facebook and some specific social websites would probably be your best bet. Sure you can advertise through web banners, but interaction with your target audience is a much nicer route.
Depends on your budget as well.
If you have money to spend I would suggest creating an interactive game + website for facebook. Something quirky, enticing and appealing to your customer base.
If you don't have a massive budget, then your best bet is to employ an internet marketer. The reason I don't say Social Media Marketer is because back in the day it was never called Social Media Marketing. Just simply 'internet marketing.'
Focus on establishing your brand with your target market on sites of interest. There are forums, networking sites, etc.
I like the game idea for Facebook. It definitely has appeal and will easily go viral if done right. Or you can just create a real interesting site that links from your Facebook profile. It doesn't have to be a game.
Other routes can involve blog commenting (no spam please! I have several blogs of my own and hate when people spam useless comments. I am usually interested in real interaction and will always help out where I can if someone has a real interest in my blog and not just trying to advertise their site).
Press releases, articles, submission of interesting stories to some websites. There is a lot you can do in your case. It's just getting someone that will do it for you.
If you need more help, just contact me and I will see what I can do.
